MACCosmetics.com Redesign
MAC Cosmetics is named one of the top three global makeup brands, and is sold today in over 120 countries and territories around the world.
The MAC site redesign started in 2020 when I was the lead UX designer collaborating with multidisciplinary teams and a design agency throughout the whole process; I helped to shape a seamless user experience that offers online consumers an easy shopping experience on MACCosmetics.com.
To comply with my non-disclosure agreement, any confidential information is omitted in this case study.
MAC Redesign Homepage
My Role
Redesign Phase:
From conception to completion I was part of the redesign group as a lead UX designer from Estée Lauder Companies. We partnered with 2 UX designers from a design agency to work on UX research, developing storyboards and user journey, user testing, and presenting testing insights to the team.
Implement the Redesign:
After the redesign was finished, I partnered with our internal development team, MAC business team, MAC creative team to implement the designs on MACCosmetics.com. During the implementation, I researched, optimized UX design, and provided UX feedback. We have implemented the Homepage, Single Product Page and Multi-product page on the site in 14 markets which include North America, South America, EMEA, Asia.
Post-launch(Iterate the design):
After the implementation, I conducted a/b tests to iterate design based on analysis data to improve user experience and performance for the site.
The Goals
The pandemic has forever changed the world in ways big and small and the beauty industry is not immune. For those fortunate enough to work from home we’ve reevaluated our “office” look and are still in search of our best zoom lighting. When we go out, it’s makeup from the mask-up, and finding ways to reinvent our look for the times. Even the way we shop at M·A·C Flagship stores has changed. With sampling and makeup applications suspended for the near future, the digital experience is becoming more important than ever.
During the lockdown, the world moved into more digitization, and video and streaming consumption accelerated. Consumers, who were unable to try out beauty products, relied on sampling to see if a product and/or shades are the right one for them. Seeking for a professional opinion but unable to have in-person appointment, shows an increase in online consultation, from guides, chats to video calls. With that in mind, MAC Cosmetics wanted to create an omni-channel, mobile-first, scalable, and personalized hub for confident creative types to be inspired to try new looks and new products. This will foster a deeper connection to the brand at every tap, click, and scroll while featuring future-proof, accessible design that delivers an online makeup experience they can’t get anywhere else.
High-Level Goals
Establish MAC as the leading global online player in the prestige makeup segment by strengthening its leadership position across online channels, including brand site.
Transform direct to consumer channel and brand site by repositioning our site as a media, educational and revenue-driving platform and by reimagining makeup artistry online. From a transactional site to a brand media platform. Match new brand objectives & align with current strategy
Shift from a one-night stand at scale (68% consumers are one-time buyers) to building lifelong relationships with our consumers by creating a highly inclusive, relevant and personalized experience leveraging our omni infrastructure and data
MAC Old MPP
MAC Old SPP
Business Requirements and Pain Points
Business Requirements
Invite Exploration
When walking into a M·A·C flagship store a sense of adventure is ignited. By bringing that same energy into the digital experience we can help people find their tried and trues while showing them new possibilities along the way. This approach also allows for a seamless omni-channel experience.
Hero diversity and personalization
Every person is different and the online experience should reflect that. From the faces on our homepage to product recommendations the site should showcase the diversity that’s always been a part of the brand and the people who love it.
Clear the path to purchase
While exploration is an important part of the experience so is being able help people get the makeup and tools they need as well as the ones that caught their eye along the way.
Pain Points
Normalized Industry
With brands like Fenty and others created with the promise of inclusion for all women, the power of this founding principle of the brand is diluted.
Democratized Expertise
Makeup inspiration comes from everywhere, with Instagram as the primary source of inspiration for makeup, this challenge is compounded by multiple brands trying to claim make up artistry as their foundation.
66% of consumers are 1x buyers
Within the brand it is often said that we are a ‘one-night stand at scale,’ recognizing the need to drive higher repeat purchase and lifetime value.
The needs and expectations of the potential users
After we have a clear understanding of the business goals, requirements and pain points, we started to work on user mindsets. They are born out of the people belonging to our key battlegrounds, but transcend personas and target groups.
We grouped our personas to 4 mindsets:
The learner mindset
Is aspiring to use makeup as a creative outlet but not is not yet confident enough. Eager to learn and level up their knowledge and skills to become an expert in all things makeup.
The explorer mindset
Is curious to experiment, discover new products, and get inspired to create new looks. Browses both online and in-store. Is not committed to one brand.
The investigator mindset
Is determined to purchase a product but still deciding between a shortlist of products. Dives deep into brand and product information to decide what's right for him/her.
The restock mindset
Occurs when customers replenish the products they use regularly. Applies whether they are in-store or online.
The Enthusiast mindset
Loves the M·A·C products and brand and is excited to explore more and expand their makeup and shade collection.
The learner mindset
The explorer mindset
The investigator mindset
The restock mindset
The Enthusiast mindset
Customer Journey
Our users can change from one mindset to another, depending on where in the journey they are. We created these mindsets fit within the customer journey.
The Redesign & User Testing
Based on the mindsets and customer journey, the design agency started to work on lo-fi wireframes and I worked on the testing plan and conducted the user testing for all pages to make sure they were intuitive and user friendly. Below are part of the final designs.
Multi-product page
Looks modular
Category Landing Page
Wall of MAC
The Impact
After the design agency finished the design, I worked with our internal engineers to implement the design on our platform. We have launched Homepage, Single Product Page and Multi-product page on the site in 14 markets which include North America, South America, EMEA, Asia and we are working on launching other pages globally.
Below are some metrics we gathered from September 30th to October 30th.
Pageviews for SPP has seen a +15% increase
Add to bag button on SPP saw a +12% increase
BOPIS & Postmates has also seen growth in clicks as well, +51% and +279% vs. Prior Period.
On SPP, we see growth in both new (+3% vs. Prior Period) & returning users (8% vs. Prior Period) across all device type