Ulta Beauty can set itself apart by creating moments as unique and unforgettable as the reasons our guests choose us.
‘You. Activated by Experience’
Northeastern University
We were tasked to transform the Ulta Beauty overall experience online and in-store, solving for the guests’ needs across their journey. After conducting a qual analysis with over 2000 people, we identified 4 themes that rose up from our research and audits.
Role: Creative Direction, Strategy, UI Design
Superpowered Associates 2.0
Insight
Associates can enhance and even influence the guest experience, but the experience is inconsistent.
Make it easy for guests to seek assistance their way whether that be asking for an associates help or no-contact support. Empowering both guest and associate with real-time information. Whether that be through live activities on the guest’s home screen, or matching guests and their current needs with an associate on the floor.
Beauty Bags
Insight
Guests described two main shopping modes: sticking to go-to favorites and trying new products. But they don’t have a great way to navigate between those modes.
Turn your typical shopping list into curated, customizable beauty bags—made for sharing. Users can create unique bags for every moment, from a birthday wish list to a bag of holy grail items to Halloween makeup must-haves. Then, share those bags with friends, family, or whoever. And shop curated bags from celebrities, influencers, and Ulta collabs to level up their beauty routines.
CONFIDENTIAL:
This body of work is currently in stage 2 of testing stimuli.
Credits
Creative Direction:
Benjamin Loh
Writing:
Michael Emerson
Brand Strategy:
Aliya Ghows
Agency Producer:
Michael Arnold