TULA Skincare + UserTesting

Leading up to the Radiant Skin Tint product launch, TULA worked with UserTesting to test the Figma prototypes they had developed. The goal: test their website’s new “shade finder” tool. TULA wanted to observe user behavior and see how people navigated through the experience in a real world scenario. This helped them understand which proposed designs resonated most with users before launch. 

Nicole Otake, TULA’s UI/UX Designer explains, “We gave users the opportunity to explore our initial Figma designs and provide their feedback. Test participants answered questions like, ‘Do you feel confident that you would be able to find your accurate shade and purchase the product by using this tool?’ We also gave users specific tasks such as ‘Imagine you are a customer with a deep skin tone and neutral undertone shopping for this product. Select the “find my shade” link and go through the 2-step process to find your shade.’ Finally, we ended the test by posing our favorite question: ‘If you had a magic wand, is there anything you would change about the design?’”

User feedback throughout the design process helped TULA’s Research and Design teams realize they needed to simplify the quiz from six steps to three steps, cutting the level of effort in half. They also uncovered new, unexpected opportunities for optimization. For instance, they discovered that showing multiple images of real people wearing the selected shade helped users feel more confident in their choices. 

Using human insight to solve the problem of shade matching produced incredible outcomes for TULA and its customers. Conversion rates for those who took the Radiant Skin quiz were four times higher than those who didn’t and only 1.4% of buyers exchanged their purchase for a different shade, a truly incredible retention rate and proof of an effective user experience.

Ultimately, Radiant Skin Tint outperformed TULA’s other recent product launches, with 42% of new customers drawn to Radiant Skin in a single month after TULA launched the shade finder. Lastly, Radiant Skin Tint sold in the top 10 for both new purchases and repeat customers.