Rose Inc —
Systemic Confidence
Building a visual-first ecosystem that turns beauty browsers into confident buyers.
Rose Inc. is a high-growth beauty brand where "Selection Paralysis" was the biggest hurdle to sales. I set the strategy and KPIs to rebuild the core funnel, swapping confusing shade names for a visual, connected journey. By digging into return rates and support tickets, I turned a frustrating checkout process into a guided experience that actually makes users feel confident in their choice.
My Role: UX/UI design, Product Strategy, Implementation
Platform: Mobile & Desktop Web
Tools, Figma, Google Anatlyics, Chat GPT
Timeline: 2022-2024
The Problem
The "Naming" Gap
In beauty e-commerce, arbitrary shade names (e.g., "31N") fail to translate to real-world skin tones, resulting in "Choice Anxiety" without physical testing
The Challenge
Without a clear bridge between the screen and their skin, they often
dropped off instead of risking a bad purchase.
UX Strategy
The Personalization Logic
I replaced the "page-by-page" approach with a connected confidence system,
removing "mental math" by anchoring the user with visual validation at every funnel stage.
The Execution
Component Matrix
Module 01
The Multi-View
Product Page
[Fix]
I introduced three distinct discovery mental models: Categorized by Skin Tone, an Expanded Grid, and a Standard Dropdown to cater to different user shopping behaviors.
[Design]
Focused on hierarchy restructure; prioritized visual context by placing an in-depth shade chart and Shade Finder CTA directly within the selection module.
Module 01
The Multi-View
Product Page
[Fix]
I introduced three distinct discovery mental models: Categorized by Skin Tone, an Expanded Grid, and a Standard Dropdown to cater to different user shopping behaviors.
[Design]
Focused on hierarchy restructure; prioritized visual context by placing an in-depth shade chart and Shade Finder CTA directly within the selection module.
Animation.
-PDP top page that becomes the mobile view
- We get to the colors section. Toggle the shades bar and then click the chart.
- Scroll down the chart select a color. Land on that PDP page and scroll through the images.
Module 02
The Personalized
Results Experience
[Fix]
Overhauled the diagnostic questionnaire to create a personalized education hub, replacing abstract numbers with dynamic model imagery and complexion-matched "Before & After" sliders.
[Design]
Integrated a tailored "How-To" system to demonstrate product synergy (e.g., Foundation + Concealer), educating users on application while driving strategic cross-sell opportunities.
Flip though the quizs cards
then have a woman taking a photo though the ai tool.
then land on the results page and have it transform to the desktop version and go down that page.
Module 02
The "Certainty" Cart
[Fix]
I transitioned the cart from a simple list to a Transparency Hub. By carrying high-fidelity shade imagery (not just names) into the cart, we provided a final visual anchor to reinforce the user's selection before checkout.
[Design]
The redesign focused on Operational Clarity. I implemented high-contrast typography and clear visual anchors for gifting options and real-time shipping costs. By surfacing these details upfront—rather than at the final payment stage—we eliminated the "hidden cost" friction that often leads to cart abandonment.
Animation.
Add a product to the cart. Add another product.
Add a gift/ samples
go down and add your zipcode. see the reults and checkout.
Success Metrics
Impact of the Overhaul
+38%
Conversion Rate Lift
Increased from 3.99% to 6.63% by shifting
to visual model imagery.
+18%
Units Per Order (UPO)
Driven by a frictionless Virtual Try-On flow
and personalized tutorials.
+9%
Total Conversion Lift
Directly resulting from moving the Shade Finder
and VTO near the main CTA.
Final Reflection
This project proved that for a luxury brand, clarity is the ultimate form of accessibility. By treating the purchase funnel as a single, interconnected system of visual reassurances, we transformed confusion into confidence.
CONTACT
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