L’Oréal Paris
— DMI
After 6 years of shared work, L'Oréal Paris launched a competitive pitch for a full e-commerce redesign and design system overhaul. The briefcalled for a mobile-first experience that could scale across international markets
Mission
Product Design, Workshops animation, Interaction design
Year
2017
To design for a global audience, we ran user research across two markets (Chinese vs US) with distinct visual preferences and behavioural patterns.
Observing real purchase behaviour in physical stores bridging the gap between digital intent and retail reality.
In-store shadowing
Diary studies
Capturing daily beauty routines and digital habits in context, US and China participants over several days.
Mapping all digital and physical touchpoints to identify gaps, moments of friction, and opportunities.
Landing & product page analysis
Preferred page analysis to surface aesthetic expectations and UX patterns across cultures.
Experience mapping
Design direction
I drove interface design, and the overall mobile experience direction.
We pushed toward personalised, emotionally resonant experiences, moments of delight within a high-performing transactional framework. Brand desire and conversion clarity, side by side.
