Objective
Launch a digital skincare quiz that simplified product discovery and generated personalized serum recommendations. The goal was to reduce confusion for beginners, build trust in Murad’s expertise, and create a scalable way to drive e-commerce growth.
Customer Pain Points
- Overwhelmed by the number of skincare products on the market.
- Unsure which products match their skin type and concerns.
- Lack of confidence in building a consistent skincare routine.
Users
| Personas | Jobs-to-be-Done |
|---|---|
| Consumer | When I’m trying to improve my skincare routine, I want simple, personalized guidance so I can confidently choose products and build a consistent regimen without feeling overwhelmed. |
My Role
Defined the end-to-end quiz experience from question flow to results. Created information architecture, wrote design specifications, designed high-fidelity UI, and established component patterns for quiz cards, progress, and results. Partnered closely with marketing to balance clarity, trust, and business outcomes.
Design Process
- Explored flows from quick-entry questions to selfie analysis.
- Tested quiz length and clarity of results language.
Design
Users answered a series of quick questions and uploaded a selfie.
Reflections & Learning
The pandemic created unexpected conditions that shaped the outcome of the launch. With retail stores closing, e-commerce grew rapidly, and the quiz exceeded forecasts to the point that marketing had to be paused within weeks to allow inventory to catch up. A key takeaway was that consumers were willing to invest in trying a new custom-blended product, even in uncertain times. As digital became a larger share of revenue, the custom serum was positioned to play a more significant role in Murad’s long-term strategy than originally planned.