Date
10/2017 - 08/2018
Company
L'Oréal USA
My role
UX/UI Designer
CUSTOM D.O.S.E
Personalized Skincare ExperienceCUSTOM D.O.S.E is a personalized skincare solution designed to deliver customized treatment through an interactive digital experience.
The project focused on improving the online consultation and product selection flow, helping users better understand their skin needs while simplifying the process of generating personalized formulations.
Where we started
The original experience introduced the concept of customized skincare but presented several usability challenges.
Users were required to move through a complex consultation process that lacked clear guidance and feedback.
As a result, many users experienced confusion during the flow, which reduced completion rates and made it difficult to understand how recommendations were generated.
Blend flow optimization
Challenges
Analysis of the consultation process revealed several friction points:
• high abandonment during the blending step
• unclear explanations of ingredient choices
• limited feedback during the personalization process
Proposal
The experience was redesigned to provide clearer guidance and a more structured progression through the customization flow.
Key improvements included:
• simplifying the blend selection interface
• introducing clearer progress indicators
• providing contextual explanations during each step
These changes helped users better understand the customization process while maintaining engagement.
Iteration
New challenges
User testing revealed additional issues after the initial redesign.
Some users still struggled to understand how their selections influenced the final formula, while others found the number of steps overwhelming.
New proposal
The flow was further refined by restructuring several steps and introducing clearer visual hierarchy.
The updated design reduced cognitive load and improved the overall clarity of the consultation process.
User flow updates
To support the redesigned experience, the full consultation journey was mapped and reorganized.
The updated flow simplified navigation between steps and ensured users received consistent guidance throughout the process.
These changes created a more intuitive progression from skin assessment to product recommendation.
Design in motion
Interactive prototypes were developed to test transitions, animations, and feedback during the consultation experience.
Motion design played an important role in guiding users through the process and reinforcing system responses during each step.
This helped create a smoother and more engaging interaction throughout the customization journey.
Detailed documentation was created to support collaboration with engineering.
Design specifications, interaction behaviors, and component guidelines were provided to ensure the implementation accurately reflected the intended experience.
This documentation helped streamline development and reduce ambiguity during handoff.
Documentation & handoff
Launch & impact
The redesigned consultation experience was successfully launched as part of the CUSTOM D.O.S.E platform.
The improved flow provided clearer guidance during the personalization process and created a more engaging digital experience for users exploring customized skincare solutions.
