Sephora UX Research Study - Team of 3
Conducted a mixed-methods UX research study to uncover user shopping behaviors and identify opportunities to improve Sephora's mobile app, checkout flow, and conversational AI experience.
Methods:
In-depth interviews
Ethnography
Competitive teardown
Remote usability interviews
Research areas included:
In-store and online shopping habits, including how users engage with their phones while browsing in-store
Competitive benchmarking of the Sephora app against key competitors, evaluating whether core user journeys could be completed with ease
Checkout pain points and cart abandonment triggers
Evaluation of conversational AI, benchmarked against Target's implementation
Collaborated equally across all research phases, from planning and data collection to synthesis. Delivered a UX research report outlining 5 key insights and recommendations to reduce friction across the mobile, checkout, and AI experiences.
Final report:
Collaborators on project: Luke Fitzpatrick, Vikki Wong