Gina Park
I decided to give Ulta Beauty a fresh perspective because while it's already a well-known beauty destination that serves everyone,
I saw an opportunity to elevate its image even further.
Through my refresh, I'm repositioning
the brand to better communicate that self-care isn't just necessary—it's exciting, accessible, and something you can trust.
I want people to see Ulta as a brand that truly considers every step of your journey until you discover exactly what works for you.
Experience the new ulta beauty app here
Background Information
Ulta Beauty is a one-stop beauty shop that caters to all your beauty needs from head to toe. They sell a lot of products ranging from skincare to hair care, and even vitamins. The store not only presents itself as a store, but also a community that cares for and supports you in the name of beauty.
Keywords
Target Audience
The current target audience of the store's app is Gen Z and millennials, but soon it will be friendly to all generations interested in buying products with a single tap, including Baby Boomers and Gen Alpha.
Research
These were the pain points I came across learning from the identity, the shopping expirience, and eventually their connectivity between the in-app shopping and the in-store shopping.
Current state and Oppurtunities
Current State :
- Lots of new products
- More launches of sales
- Rewards program promotion on all pages of the app
Oppurtunities:
- Clearer Navigation on different categories
- Up scalling visual size and the visual flow
- an interactive shade match option
User Needs / Challenge
- Clear display of information hierarchy
- easy access of payments and adding items
- scanning options made possible
- a optional page to recycle empty beauty products
Mission Statement
Through personalized recommendations, authentic reviews from real users, and partnerships with brands that share our values of inclusivity, we empower you to discover products that truly work for you. We're building more than an app—we're fostering a supportive community where your unique beauty journey is valued, understood, and celebrated.
On Boarding Stage
Use Case Scenario for New and Returning Users
An In-Depth Look at New Features for Returning Users
Overall Experience Flow
More details on designed screens;
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