Sephora

Challenge

Sephora aimed to bridge the gap between its Virtual Artist app and in-store experiences, enabling customers to seamlessly transition from digital exploration to personalized in-store consultations. The challenge was to create a cohesive experience that connected users' virtual makeup looks and product selections with their upcoming in-store appointments, enhancing personalization and customer satisfaction.

Solution

As Senior Design Director at Hero Digital, I led service design workshops with the Sephora team to define the experience and jobs to be done for both makeup artists and customers. The solution involved:

Account Integration: Linking users' Virtual Artist app profiles with their Sephora accounts to sync makeup looks and product selections.

In-Store Personalization: Allowing makeup artists to access customers' digital profiles during appointments for tailored consultations.

Enhanced Engagement: Enabling customers to receive product recommendations, view tutorials, and share their favorites via Instagram, fostering a community-driven experience.

Outcome

Increased Customer Engagement: Users spent more time interacting with the app, exploring products, and sharing their experiences on social media.

Enhanced In-Store Experience: Makeup artists reported improved consultations, with access to customers' digital profiles allowing for more personalized recommendations.

Stronger Brand Loyalty: The seamless integration between digital and physical experiences strengthened customers' connection to the Sephora brand.