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Product Design
UX / UI Design
UX Research
Johnny Concert is a cruelty free, vegan, clean cosmetic brand committed to creating vibrantly colored cosmetics that are consciously designed with people, animals, and our planet in mind.
The Challenge: Increasing B2C sales through the Shopify platform.
Research
The research aimed to explore strategies for increasing B2C sales through the Shopify platform, addressing a key user pain point: the lack of product customization.
Through primary research, multiple user personas were developed to represent distinct customer behaviors and preferences. One such persona is Anna, a 35-year-old Marketing Manager based in San Jose, CA.
Anna frequently shops online for its convenience and access to a broader selection of products. She is a research-driven consumer, carefully reviewing product details, ingredients, and customer feedback before making a purchase. She also follows social media influencers and brands to stay informed and discover new recommendations.
Her primary motivations include:
- Making informed, ethical purchasing decisions that align with her values.
- Supporting sustainable and cruelty-free brands that prioritize environmental and animal welfare.
- Maintaining a healthy, balanced lifestyle through conscious consumer choices.
The development of Anna’s persona led to a deeper exploration of the customer journey, focusing on the workarounds users adopt when shopping for cosmetic products online. The DIY customization feature and these user-driven workarounds were analyzed through participant interviews, research, and surveys.
Findings from these studies provided critical insights into the factors influencing purchase hesitation and drop-off rates. By identifying the barriers preventing conversion, the research informed strategies to enhance the shopping experience and encourage users to complete their purchases
.
Introducing DIY Custom Eyeshadow Palettes
Building on insights from user research, the solution was to develop an interactive DIY customization feature within the Shopify platform, allowing customers to create their own personalized eyeshadow palettes.
This feature enables users to select individual shades, arrange them in a preferred order, and preview their custom palette before making a purchase. By seamlessly integrating with Shopify’s product pages and checkout process, the customization tool enhances user engagement, personalization, and brand loyalty, transforming the shopping experience from a standard purchase into a creative and interactive journey.
Usability Testing
I created multiple iterations of different interfaces and implemented multivariate testing to validate design hypotheses. This approach allowed me to determine which combination of variations performed best among all possible configurations, treating the product page as a dynamic composition of elements—including headlines, images, buttons, and text blocks.
To assess performance and optimize conversions, I utilized Hotjar to analyze user interactions and identify the most effective iteration, ensuring the highest engagement and conversion rates.
Results
Enabling end-user customization provided valuable insights into purchasing behaviors, which were leveraged to refine existing product lines and inform future trend forecasting. From the customer’s perspective, the product evolved from something simply purchased to something personally created, fostering a deeper connection and sense of ownership.
Ultimately, the introduction of customization strengthened customer loyalty, leading to a notable increase in user-generated content (UGC). Within the first week of launch, B2C sales surged by 120%, positioning the product as one of the most sought-after offerings in the Johnny Concert catalog.
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