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UX Researcher, part of a team of 34(2 designers, 2 researcher)
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Aug 2024 – Dec 2024 (4 months)
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User interviews, surveys, usability testing, competitive analysis using Figma, FigJam, Miro, and UserTesting.
Portfolio
Product Case Study
Huda Beauty
Improving Repeat Purchases at Huda Beauty by Personalizing Product Discovery for First-Time Buyers
Executive Summary
This case study explores how I approached improving repeat purchases for first-time customers at Huda Beauty by introducing personalized product recommendations and post-purchase guidance. The initiative focused on increasing retention and customer lifetime value while maintaining the brand’s premium positioning.
Problem Definition
Many first-time Huda Beauty customers purchase only once and don’t return within 90 days. Users often feel overwhelmed by product choices and unsure what to buy next, directly impacting customer lifetime value (CLTV).
Problem Statement:
First-time customers struggle to discover the right next product, leading to low repeat purchase rates.
Discovery Phase
The project began with an evaluation of the existing system due to Indeed's widespread use and significant impact on job seekers. The initial research involved a within-team usability evaluation to identify friction points and a comprehensive analysis of user reviews on the Google Play Store to uncover recurring pain points and usability issues with the Indeed mobile application.
"The current navigation is overwhelming, making it difficult to find relevant opportunities and access features like salary data. I spend too much time trying to figure out the filters, and the information I need is often buried." (Synthesis of pain points from User Reviews and Task Analysis findings)
User Reviews
Competitor Analysis
System Analysis
To gain a clearer understanding of user needs and difficulties, I carried out a detailed evaluation of Indeed app reviews on the Google Play Store, uncovering recurring usability problems and pain points within the mobile experience.
Task Analysis
Our team performed a systematic breakdown of the application's core functions. We meticulously examined each key interaction step to fully understand the user's journey. This process allowed us to precisely identify potential friction points and workflow inefficiencies within the app. We also used think aloud testing.
Browse Jobs
Core Problem: Frustrating Search
Pain Point: Inconsistent Layouts
Task Selection
Job Results
Core Problem: Slow Assessment
Pain Point: Cluttered View
Navigation
Core Problem: Disrupted User Flow
Pain Point: Extra Clicks
