Sephora: In Store Digital - Rits and Company

Sephora In-Store Digital

Client: Sephora

Role: Sr Director of UX

Duration: 4 months

Initial Concept Planning

I implemented a process of ideation and brainstorming; ethnographies and user shadowing as part of the broader requirements gathering.

Design Iterations

I introduced the concept of design cycles and prototype iterations. Though Sephora works in a strict waterfall methodology, the design department is agile and iterative during the design cycles so what is handed off to development is already tested and refined.

Final Delivery

I established protocols and pattern libraries to use for the design documentation and handoff to engineering. This ensured that what the developers were given was consistent, clear and complete.

Experience Design Process

UX UI Evaluative Research

Jobs to be Done

We mapped out the JTBD during in-store shadowing to understand how clerks and customers interact throughout the process.

Design Sprint

We conducted usability testing in the Sephora sandbox with real customers in order to uncover existing pain points and validate our new designs.

Wireframes & Object Modeling

After creating new user flows, we wired out the new object model and socialized it internally.

Stakeholder Alignment

My team worked closely with product management and the business stakeholders to ensure that we were balancing user desires with business goals.

Design Handoff

When the UI was finalized, specifications docs and wireframes were delivered to engineering for implementation.

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Strong Process

Though it may be counterintuitive, process is the key to creative thinking. When the design team understands the stages a design will travel as it is researched, ideated, conceptualized, tested and iterated, they are free to expand their creativity within those boundaries.

Excellent Results

The results of my efforts built a team of 7 designers who handle the entirety of the Sephora digital product design. The processes ensured effective ideation through delivery to engineering. It has ensured a world-wide brand is known for it’s digital forward thinking.