Delivering Value at Feelunique through UX & Business Analysis
E-Commerce | UX Leadership | Business Analysis | CRM2015 - 2017During an interview for a Digital Designer role, I pitched my knowledge of Feelunique’s market, growth strategy and multiple site enhancements.
This led to me being hired to co-found the UX team with the Head of Design and Engineering Lead, delivering multiple high-value projects as well as changing the way the business approached and delivered new features.
Key Deliverables
Tackling Distance Selling Challenges in Foundation & Fragrance Categories
Selling Foundation and Fragrance products online, two of the largest traditional retail categories in cosmetics, presents multiple significant difficulties.
Without the ability to test and compare shades and scents, customers only re-purchase products they have previously trialed or bought in physical stores.
I provided discovery, consumer research and product envisioning for a pair of ‘micro-products’ - Try Me and PicknMix - for the platform that enabled customers to build tester kits for products in these categories for a small fee.
When the sample kit was shipped out, a unique redeemable voucher for the same value as the purchase fee was included in the kit. This voucher was also sent to the customer in a personalised email containing links to the full-size SKUs from their trial kit prompting them to convert on their tester.
This led to a ~20-30% uplift in quarterly orders containing Foundation and Fragrance SKUs, effectively turning around these underperforming categories and repositioning them in our top 5 highest-grossing departments.
Improving customer retention with Feelunique Platinum, a bespoke loyalty programme.
Beauty is a replenishment model business.
Success is built on a foundation of consistent repeat purchases and gradually growing individual customer value through the discovery of new products, ingredients and trends.
Working closely with our Head of CRM, I steered the design, build and test process for a proprietary loyalty program - Feelunique Platinum.
Constant customer engagement during the project cycle fuelled rapid adjustments to existing features and quantified demand for new ones.
Collaborating throughout the project with our engineering squads, I ensured we remained within the original roadmap scope while delivering a significantly more polished end product that met all SMT objectives.
Over the next 3 quarters, we observed an increase in the average frequency of orders placed by existing customers, and a significant increase in 2nd orders placed by new customers - returning 5x the project investment cost in the first 12 months alone.
As the most senior designer in the company, I also implemented multiple strategies and processes that greatly improved the efficiency and quality of design, marketing and merchandising operations.
→ Co-pitched and co-founded the concept of a UX team, including a dedicated Lead Engineer to rapidly bring conversion optimisations and business tools to market.
→ Led and mentored designers in the London office, hiring and upskilling some of the most talented team members I’ve had the pleasure of working with.
→ Product Managed the value proposition, design process, management and delivery of a Design System component library used to build all new marketing content pages - cutting development time in half and improving conversion rate for new on-site campaigns.
→ Cross-department analysis and requirements gathering to identify areas of improvement in conversion and retention. I proposed MVP enhancements to stakeholders and owned the subsequent design, build and implementation process in lieu of a Product or BA team.
Operating independently in the London HQ allowed me to embed with and learn from the Marketing, Merchandising, Engineering and Editorial departments.
Empathising with the challenges they faced and absorbing the knowledge they shared permanently shaped my understanding of working collaboratively.
Explore more work
Transforming the Digital Strategy of one of Europe’s largest Tool Retailers
PreviousLeading Customer-First Product Development & UX at Cult Beauty
Next