David Amorim

Senior Designer | Creative Direction

YSL Beauty

Ideation for Omnichannel Journey

Home

I have worked closely with the Costumer Experience team to define and come up with ideas that aligned with different moments of the costumer journey.

This ideas lived in a customer experience map that illustrated the different interactions that YSL can seamless integrate, either online or offline with their costumers.    

We looked at key stages of the journey, research and decision making, purchase, use and evaluation, loyalty and in store product discovery.

I have worked closely with the Costumer Experience team to define and come up with ideas that aligned with different moments of the costumer journey.

This ideas lived in a customer experience map that illustrated the different interactions that YSL can seamless integrate, either online or offline with their costumers.    

We looked at key stages of the journey, research and decision making, purchase, use and evaluation, loyalty and in store product discovery.

Role

– Collaborate with Customer Experience and UX to to ideate.

– Lead the visual direction of the UI

– Design & Prototype

Role

– Collaborate with Customer Experience and UX to to ideate.

– Lead the visual direction of the UI

– Design & Prototype

Role

– Collaborate with Customer Experience and UX to to ideate.

– Lead the visual direction of the UI

– Design & Prototype

Challenge

– Increasing sales in the US and Europe

– Continuing to build momentum in China

– Boosting market share over the next 3 years

Challenge

– Increasing sales in the US and Europe

– Continuing to build momentum in China

– Boosting market share over the next 3 years

Challenge

– Increasing sales in the US and Europe

– Continuing to build momentum in China

– Boosting market share over the next 3 years

Deliverables

– Prototype

– UI Design

Deliverables

– Prototype

– UI Design

Deliverables

– Prototype

– UI Design

The process

My first step was to immerse myself in the brand. As part of my process, I always go through the current digital experience to identify new opportunity areas, along with visual research across competitors.

I started working on the product detail page on desktop, then quickly moved to mobile. I built everything as flexible building blocks that can move and adapt based on the customer journey.

Ideas driven by insights

I started by immersing myself in the brand. As part of my process, I audit the existing digital experience to uncover opportunity areas, supported by visual research across competitors.

Design exploration began with the product detail page on desktop before quickly moving to mobile, building a flexible system of components that can move and adapt across different moments of the customer journey.

A simple “What if” mindset helps provoke ideas and opens up endless possibilities across different journey moments.

YSL Beauty Community

The concept sparked from the desire to build a living canvas of inspiration, powered by the community. Everybody could express their unique makeup identities through YSL Beauty products and share them.

Personalised Beauty Bag

Through a simple quiz, we create your beauty bag with key information on recommended shades, how to use them, and why they suit you.

Product Page – Try & Guide

We designed the product page to be interactive from the first moment, letting people try lipstick shades directly from their phone. The page also includes a 'Guide Me' section to help them choose the perfect shade for the right occasion.

The design is intentionally simple and clean, putting the product in the spotlight. A modular approach allowed content to adapt to each moment of the customer journey.

Interactive areas

Beauty is an area of exploration and expression. I start to explore different ways how costumers can explore an open canvas tailored to their expression.

CMR Opportunities

We also created CRM opportunities to include in the CX map. We covered every specific moment, from seasonal needs and special occasions to specific beauty concerns.

Visual Mood

17:09:09

United Kingdom, London

Listening to: Parcels