ICONIC MAKEUP BRAND
CASE STUDY PRODUCT GROWTH / UX STRATEGY / EXPERIMENTATION
Iconic beauty brand needed to improve online conversion while preserving profitability and ensuring a cohesive digital experience. A specialized team was put together to identify white space opportunities within these constraints. Scope included UX, CRO, and designing high-impact tests to inform optimal shipping thresholds.
OVERVIEW
THE CHALLENGE
The business aimed to raise their free-shipping threshold to reduce fulfillment costs while ensuring conversion remained stable. With a highly promotional calendar, the experiment needed to be timed carefully so the results reflected real customer behavior vs. campaign noise.
APPROACH
Mapped the end-to-end purchase journey to assess conversion, drop-offs, and friction points within each cohort.
Partnered with finance, product, and data science to design an A/B test and set KPI guardrails for optimization.
Ensured optimal user flow across e-commerce web and mobile.
SERVICES
Product Growth Strategy & UX
E-commerce / Pricing Strategy
Experimentation Design
ROLE
Product Growth Strategy / UX Lead
