Sephora
Feature redesign for a beauty & cosmetics retailer
Sephora Introduction
overview

Sephora is a global chain of cosmetic stores that carries over 300 brands. Additionally to the in-store experience, Sephora offers web and mobile shopping platforms to extend their services online to their clients.

With increasing popularity of beauty influencers and online shopping, I found myself browsing Sephora app to find products that would suit my skin concerns. Having used the app for a while, I have had trouble navigating to certain parts of the app and an overall confusion with some of the functionality.

research

After examining the interface of Sephora Mobile App more carefully, I identified an area for improvement that I could work on in this design challenge. I decided to focus on the Loves List feature and chose to redesign the experience for this part of the app. I identified the following problems to work on in this design challenge.

  • Access to the Loves List is not intuitive since it is hidden beneath the layers of information.
  • No direct access to Loves List from the basket.
analysis

To define a useful solution, I examined the user interaction flow when using the Loves List feature in Sephora app. The user flow can be divided into two parts: adding products to Loves List and accessing Loves List.

  • Love products
  • Loves List feature is Sephora’s take on wishlists. When users “love” products, they get saved in the Loves List. Later, users can add these products to basket from their Loves List.
  • access loves list
  • Accessing Loves List is done either through the navigation drawer menu or through the New For You tab on the Home page. Sephora does not use a bottom navigation bar, instead, tabs are used for high level navigation on certain pages. Due to this structure, the main access to the Loves List currently resides in the navigation drawer.
redesign
navigation drawer
Upon closer examination of the navigation drawer, it appears not to conform with the Material Design guidelines. It contains both high-level categories as well as subcategories, making it look cluttered and, therefore, difficult to navigate. The header of the drawer is expandable and contains redundant information.
loves list
The Loves List screen uses a different type of layout for product cards. It will be more consistent to use the standard product card pattern that is used throughout the app. Additinoally, the Add button is redundant as it acts identically to the Search button.
basket
When viewing the basket, users have an option to move products to their Loves List. However, there is no easy access to the Loves List from the basket. It is common for users to pull certain products from their Loves List while making finishing touches before checkout. Therefore, having an option to switch to the Loves List from thr basket will be beneficial.