In-house work · Aveda (Estée Lauder Companies)
Commerce Clarity Lifted CVR +81%
Collaborative research and product-detail redesign that turned shopper confusion into an 81% lift in product purchase conversion.
- Organization
- Aveda (Estée Lauder Companies)
- Role
- UX brand experience lead
- Project type
- E-commerce
- Business category
- B2C · luxury haircare
Clarifying Product Choice with Visual Filters
Collaboration lifted conversion 81% and solved product confusion.
Leadership Lens
This work focused on reducing cognitive load and enabling confident decisions within a complex system. My role was to frame the problem, set priorities, and guide design decisions that balanced user needs, business goals, and real-world constraints at scale.
Challenge
Users struggled to distinguish between product lines on high-traffic category pages. They weren’t scrolling deep enough or understanding which items matched their hair needs.
Key Issues
- Users not scrolling deep enough
- Confusion on what products worked for which hair types.
- Some product lines bunching together at the top of the page felt like less variety.
Business Impact
- Lower CVR rates
- Page & flow abandonment
- Dissatisfaction in reviews
Goal
Help customers quickly identify the right products by surfacing key differences upfront.
Role & Team
My Role:
- UX Strategy
- Design
My Team & Partners:
- Product, Brand, CMS Editor, Marketing Activation
Timeline: 3 weeks
- 1 week design & testing
- 2 weeks development
Approach
I employed a user-centered design approach, combining quantitative data and research to understand user needs and pain points.
- Researched friction points
- Users confused by product line differences; missed key items due to lack of scroll.
- Tested 3 models
- Text links by hair concern · Image carousel of collections · Model imagery by hair type
- Measured expectations
- Asked what users thought links/images would do
- Validated with rapid testing
- 60%+ engagement with model concern filters · Image-based filters outperformed
- Piloted low-risk → scaled high-impact
- Soft-launched on low-traffic PLP before shampoo/conditioner pages
Solution
Added an image-driven, concern-based filter banner at top of PLP.
- Matched mental models (“dry hair” → products for dryness)
- Supported by CMS and scalable across product categories
Impact
Delivered fast, data-backed results through agile UX collaboration.
- +81%
- CVR lift on Conditioner PLP
- +14%
- CVR lift on Shampoo PLP
- #1
- Click target across main PLPs
The Research
To validate our design decisions and ensure user-centered solutions, we conducted three rapid testing phases with real users across different demographics and use cases.
Rapid Test 1: Shop by Hair Type
Results suggest the links are perceived by most participants as helpful but the product images were less clear and not as well understood.
- 60% preferred version with text links and 18% with collection carousel.
- Customers expected links to take them to a section of the same the page
- In the carousel version, customers expected to be taken to a new PDP
Key Insight: Customers interpreted the product image carousel as a shoppable banner rather than as a filter.
Rapid Test 2: Model vs Category Image
Users found model images with clear hair-type labels more engaging and easier to understand at a glance.
- 48% preferred version with model photos, 24% with collections and 6% preferred control (with no images)
Key Insight: Using a visual element to show the different hair types seems to be more interactive than using links only, despite displaying fewer options at one time.
I’m ready to drive similar transformational results for your organization through strategic rapid testing and learning.