Faces Beauty — UX redesign behind 24% revenue growth

How redesigning the beauty experience helped to increase the revenue by 24% in 2 years

Role:

Product Designer

Tools:

Figma & DY

Duration:

2022 - 2024

Website

IOS App

Android App

Faces Beauty is one of the leading beauty brands in the Middle East, but their digital journey wasn’t supporting how real customers shop. When I joined in 2022, I knew nothing about makeup or skincare, so I started by learning like a customer. The challenge was clear: customers were confused, overwhelmed, and lacking guidance. We needed a shopping experience built on clarity, education, and trust.

✅ +24% revenue increase in 2 years✅ 9% conversion from personalization within weeks✅ Stronger trust & clarity for customers✅ Faster product discovery for brand-focused shoppers

Self-immersion: learned the beauty domain, tested orders as a real customer.

Conducted customer interviews & discovered pain points: confusion about halal products, skin compatibility, and brand search.

Used Quantum Metric to study user frustrations in real sessions.

Redefined exploration journey: highlighted top brands, added concern-based educational blocks on PLP, created PDP badges for product attributes (e.g., halal).

Ran iterative usability testing (3 rounds, 7 users).

Designed the final version and handed it over to dev.

Led the personalization project: redesigned components to enable dynamic content based on user behavior.

Because beauty shopping is emotional, people need clarity, guidance, and confidence. By adding education, simplifying navigation, and personalizing content, we matched how real beauty customers think and shop.

Some new features weren’t used by internal teams due to a lack of education. This taught me the importance of enabling the team, not just delivering designs.

As a product designer, I led the design processMy manager, Tim, improved the visibility of graphic workSagnik as a personalization strategistRanda as a product manager