MARY KAY COSMETICS
How might we help Mary Kay sales consultants provide better, more personalized service to their clients in order to facilitate engaged and long-lasting relationships?
With countless beauty brands in today’s market, Mary Kay wanted to stand out by redefining its approach to personalized service. Rather than just another shopping app, we reimagined how clients interact with the brand as a whole.
Our goal was to create a seamless and engaging experience that would not only enhance customer satisfaction but also strengthen the bond between Mary Kay consultants and their clients.
We began the process by interviewing Mary Kay sales comnsultant and their clients to get a better understanding of the dynamics of their relationship. We then did a deep dive into wants and needs of the two user groups in an effort to identify pain points and potential solutions. I ran an in-depth competive analysis of the beauty industry's digital footprints to highlight areas for us to align with or advance beyond the industry standards and best practices. We identified a design direction, planned out our concept in low-fidelity wireframes and mapped the information architecture.
Our concept focused on creating a seamless, interactive experience that strengthens relationships between clients and their personal consultants. By enhancing personalization and engagement, the app would not only improve the shopping experience but also deepen customer connections—setting Mary Kay apart from the competition.
Since the relationship between client and their beauty consultant was the foundation of the new experience, we thoughtfully designed the app to have different entry points that would allow users to easily communicate with their beauty consultants, explore new products offerings, quickly re-order previous purchases, and virtually try on make-up from the comfort of their own homes.
"I’ve always appreciated the personal touch from my Mary Kay consultant, but I wish I could carry that experience with me wherever I go. A mobile shopping experience would make it so much easier for me to get the right products and advice, all in one place."
To effectively measure the success of our redesigned app, we established key performance indicators (KPIs) that focused on user engagement, customer satisfaction, and sales growth. By tracking these metrics, we were able to assess the impact of the personalized service enhancements and make data-driven decisions to further refine the user experience.
The app's launch saw a significant increase in user engagement, with more clients actively interacting with their consultants through the platform. Customer satisfaction scores improved as clients appreciated the ease of access to personalized advice and product recommendations. The introduction of in-app chats between sales representatives and customers saw a 40% increase in customer engagement and a 20% boost in repeat purchases.
The sales growth metrics also reflected a positive trend, indicating that the enhanced app experience was not only meeting but exceeding user expectations. This growth was attributed to the app's ability to facilitate more meaningful interactions between consultants and clients, ultimately leading to the average sales consultant seeing monthly sales increase by nearly 23%.