JUNE 2023 - AUG 2023
The Internship
This was a rotational internship, where I got to work with the Product Management, User Experience, Product Design, and Product Ownership teams. Through this experience, I gained insight into Ulta's web and mobile digital experiences, from ideation to implementation.
Skills
Product Strategy
User Research
Product Design
QA Testing
Tools
Figma + FigJam
UserZoom
Microsoft Teams
*Due to NDA, the work I'm able to share is limited – this is a broader overview of my projects and processes.
PRODUCT MANAGEMENT + DESIGN
1
Product Cards
How might we increase user and business value by reimagining digital product cards?
The Goal
Identify and prioritize feature opportunities to increase the value of digital product cards and the overall digital experience.
PROCESS
Ideation
Designing different UI explorations with the highest priority features. Include justification for each consideration and leverage the existing design system.
Iteration
Incorporate team critique feedback to refine designs. Reconsider scalability, feasibility, and the broader user flows of each feature interaction.
Next Steps
If given more time, I'd want to conduct A/B testing to validate my designs and work alongside stakeholders to add these initiatives to the product roadmap.
Market Research
Competitive and comparative analysis of the Web and App experiences across five e-commerce competitors.
Prioritization Matrix
Scoring features out of 5 based on user value: how much users expect a certain feature in their modern e-commerce experience.
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The more common a feature is across the competitive landscape, the greater the priority, in order to build a digital experience that aligns with what users are familiar with.
OPPORTUNITY
Product Cards have the power to promote long-term loyalty, facilitate efficient product exploration, and make purchasing top of mind for guests.
USER EXPERIENCE
2
User Personas
How might we design digital user personas in a clear, digestible, and intuitive format to help teams strategize personalization initiatives and align on target audiences?
SOLUTION
An interactive prototype with a centralized homepage, for Ulta associates to navigate individual personas without the wordiness.
3
UX Research
How might we understand value shoppers, their behaviors, and their motivations for shopping from drugstore cosmetics in comparison to luxury brands?
The Goal
Increase value shopper conversion by creating a targeted prestige campaign that showcases popular luxury brands and associated offers.
PROCESS
UserZoom
Through UserZoom, an online user testing platform, we launched a survey with a screener question, and questions about user shopping behavior specific to beauty products.
KEY INSIGHT
Guests will only opt for luxury brands if there is a significant difference in quality, and it better suits their personal concerns.
Themes for purchasing from luxury brands >
Synthesis
Identifying recurring themes and sentiments towards drugstore versus luxury brands. Derive key insights about behavioral trends, demographics, and user motivations.
4
Reflection
As my first structured internship, I learned so much about all the processes and people that all go into delivering a seamless customer experience. Here are a couple takeaways!
1. The Power of User Testing
User Testing is incredibly useful because it reveals how the subliminal behaviors of users influence their decision-making, which determines how they interact with the digital interface.
2. Less is often more.
Sometimes what appears like the "right" solution might change when considering the bigger picture of the user experience. It's important to step back, and balance usability and simplicity.
