Faces Beauty — UX redesign behind 24% revenue growth
How redesigning the beauty experience helped to increase the revenue by 24% in 2 years
Product Designer
Figma & DY
2022 - 2024
Intro
Faces Beauty is one of the leading beauty brands in the Middle East, but their digital journey wasn’t supporting how real customers shop. When I joined in 2022, I knew nothing about makeup or skincare, so I started by learning like a customer. The challenge was clear: customers were confused, overwhelmed, and lacking guidance. We needed a shopping experience built on clarity, education, and trust.
Outcomes & Impact
✅ +24% revenue increase in 2 years
✅ 9% conversion from personalization within weeks
✅ Stronger trust & clarity for customers
✅ Faster product discovery for brand-focused shoppers
My Approach & Process
Self-immersion: learned the beauty domain, tested orders as a real customer.
Conducted customer interviews & discovered pain points: confusion about halal products, skin compatibility, and brand search.
Used Quantum Metric to study user frustrations in real sessions.
Redefined exploration journey: highlighted top brands, added concern-based educational blocks on PLP, created PDP badges for product attributes (e.g., halal).
Ran iterative usability testing (3 rounds, 7 users).
Designed the final version and handed it over to dev.
Led the personalization project: redesigned components to enable dynamic content based on user behavior.
Why It Works
Because beauty shopping is emotional, people need clarity, guidance, and confidence. By adding education, simplifying navigation, and personalizing content, we matched how real beauty customers think and shop.
What Didn’t Work
Some new features weren’t used by internal teams due to a lack of education. This taught me the importance of enabling the team, not just delivering designs.
Team
As a product designer, I led the design process
My manager, Tim, improved the visibility of graphic work
Sagnik as a personalization strategist
Randa as a product manager
