Retail Beauty & Learning Platform
8,000 to 100,000 users with gamified mobile-first learning
Designed a gamified, mobile-first learning platform that scaled from 8,000 to 100,000 users, transforming how retail beauty advisors learn, engage, and sell.
Retail, Beauty & Cosmetics, Corporate Learning
Product Design Lead
Learning App (Web & Mobile), Gamification, Community Features
THE CHALLENGE
A global beauty conglomerate needed a learning platform for retail beauty advisors across North American stores. Traditional LMS platforms are dry, text-heavy, and built for desk workers. Beauty advisors are visually driven, socially connected, and learn on the go between customer interactions.
WHY IT MATTERED
Well-trained advisors sell more and create better customer experiences. For a company managing dozens of prestige brands, frontline product knowledge directly impacts brand perception and revenue. A platform advisors actually want to use could transform performance.
THE APPROACH
Discovery & Persona Mapping
Ran workshops and discovery sessions to define personas and map journeys. Key insight: beauty advisors are motivated by visual content, peer recognition, and progression — not by traditional certification-style learning.
Data-Driven Prioritization
Features prioritized by data and direct user feedback. Focused on what drives daily engagement, not building a feature-heavy platform nobody opens.
Gamification System
Designed bookmarking, likes, unlockable rewards, achievement tracking, leaderboards, and timed challenges. Learning feels like a game, not a chore.
Visual-First, Mobile-First
Content cards, learning paths, and brand collections designed as a curated editorial experience. Mobile-optimized with quick-hit modules, swipeable interfaces, and offline capabilities.
Community & Social Learning
Group features, forums, and peer-to-peer sharing created a social learning culture where advisors share tips and celebrate achievements across store locations.
THE OUTCOMES
User base growth over two years (12.5x)
Expanded, reflecting platform versatility
Expanded beyond employees to freelancers via paid model
Optimized for on-the-go retail learning