Overview
BeMIX is an inclusive, beauty social commerce platform where users can share, discover, and shop beauty content. BeMIX’s hallmark feature allows users to monetize and earn from posting looks.
I redesigned all of BeMIX’s main pages, created a brand new Glossary and How It Works Page, and applied updated changes onto the web and mobile platform.
B U S I N E S S G O A L
Increase utilization of their website when relaunched late 2021.
R O L E
UX / UI Designer and Researcher
Updated browsing on BeMIX
Problem
User Problem
Many users were unable to navigate through website to carry out simple tasks.
❗️Data revealed that:
70% of users left upon arrival of website.
Only 20% of returning users were noted
Business Problem
Low returning users causing business to drop.
Discovery
My assigned objective was to test and improve the following user experiences on a desktop and mobile platform.
I want to find the right makeup - such as blush - for me.
I want to further explore an influencer.
I want to begin posting looks so others could shop from me.
I want to learn more about a specific term, such as “concealer”.
5 user interviews, recurring negative trends and emotions
💡When searching a Category, 100% of users were unable to locate a specified category’s product.
💡80% of users were unable to further explore influencers.
💡80% of users were unable to locate BeMIX’s glossary. 100% found glossary’s layout “confusing”.
Phase 1 - Glossary
❗️80% of users were unable to locate the glossary.
❗️60% of users found glossary layout to be “confusing”.
❗️40% of users expressed glossary was “boring” and “needed help”.
N A V I G A T I O N B A R
B E F O R E
A F T E R
Users expressed that they struggled to navigate the navigation ( ironic 🙃) to find products. My hypothesis was that users prioritized viewing a category before looking for a specific product. To solve, I followed a macro to micro hierarchy of organization. I switched the Category and Alphabet bar to enhance user’s experience. I removed shadows from UI elements to ensure the Glossary stays cohesive with the rest of the website.
D E F I N I T I O N S
B E F O R E
A F T E R
Users struggled to understand BeMix’s glossary. My hypothesis was that the listed terminologies looked like buttons. This resulted in overall confusion of the layout.
To solve, I removed all definitions so that only the terminologies are visible as buttons. This reduces visual noise while enhancing page simplicity and aesthetic. Buttons reveal a pink swatch as users hover over them, further reinforcing BeMIX’s beauty brand.
A F T E R
Pictures, video and product suggestion features better educate users about beauty products, while promoting product sale.
Phase 2 - Mobile
I updated all mobile screens to ensure users’ experience remained exceptional and consistent from desktop to mobile.
T R Y M E
* Enable cookies if prototype does not show.
Conclusion
User testing will begin in the next following weeks.
With the updated iterations implemented throughout the website, we project growth of user functionality throughout BeMIX’s website, inducing an increase of returning users upon relaunch late 2021.
CEO: Halima Wyatt
Project Mentor: Ammad S., previous Senior Design Director for Flipboard, current Product Designer for Instagram.