Consumer products
Fashion & Apparel
See how TULA Skincare launched a shade finder experience that increased conversion by 300%
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?’ Their responses–and the changes we made based on those insights–enabled us to move from design to development.
Nicole Otake
UI/UX Designer, TULA Skincare
Launched in 2014 by Dr. Roshini Raj, TULA’s vision is to inspire confidence through healthy skincare products. 100% of TULA skincare products are powered by probiotic extracts and superfoods. The brand uses research and clinical studies to determine which ingredients to include in their products and ensure that customers don’t have to choose between what’s healthy and what works.
Get started now
Contact SalesTULA Skincare seeks to embrace the uniqueness of each individual’s skin type and skin tone. That’s why the company launched “Radiant Skin,” a skin tint featuring 30 diverse shades. TULA, however, knew that creating a great product wouldn’t necessarily guarantee success. They also needed to empower their customers to quickly and easily find their perfect shade.
The Radiant Skin launch presented two distinct challenges for consumers and the business. For consumers, the challenge came in identifying their perfect matching tint for complexion products online. A lack of confidence during this critical moment of the user journey could frustrate consumers, negatively impacting conversion rates. From a business standpoint, Radiant Skin products would have TULA's most extensive 360 omnichannel launch, marking their entry into the makeup-skincare hybrid category. It was critical for customers to be able make online purchases with confidence, otherwise TULA could risk diminishing the success of the launch.
According to Alexandre Chau, Director, Tech & E-Commerce - Europe, “We needed to help users quickly and easily identify their recommended shade. If we did this right, it would boost purchase confidence, provide a seamless and inclusive experience for all users, and support TULA’s business objectives as we entered a new product category. That’s where UserTesting and the power of human insight came into play.”
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.
By submitting the form, I agree to the Privacy Policy and Terms of Use.