Cosmetics
Vella Cosmetics.
A shade-discovery experience and routine builder that turned a cluttered beauty store into a streamlined conversion machine.
Challenge
Vella had 140 SKUs across 8 product lines, but no discovery layer — customers could not find their shade or build a routine. Pages loaded in 4.8s and the mobile cart had a 78% abandonment rate.
Strategy
We introduced a shade-finder quiz that routed customers to a curated 3-product starter set. Each product page gained a routine builder sidebar. We rebuilt the mobile cart as a persistent bottom drawer and cut page weight by 55% via image optimisation and lazy loading.
Result
Time-to-purchase fell by 38%. Mobile conversion rate jumped from 0.8% to 2.1%. The routine builder drove 26% of all orders with a 1.9x higher AOV than single-product orders.
Visual System
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