Reimagining India's leading beauty brand for the digital-first generation through innovative user experiences and personalized product discovery.
Lakmé approached us to reimagine their digital presence and create a seamless, personalized beauty experience that connects with the modern, digital-first consumer while maintaining their premium brand positioning in the Indian beauty market.
Modernize the brand's digital presence while preserving its heritage and luxury positioning
Create personalized beauty experiences for diverse customer segments across India
Seamlessly connect online and offline touchpoints for a unified brand experience
Drive meaningful engagement through innovative digital experiences and content
Users expressed frustration with slow mobile performance,
difficulty in finding tailored product suggestions,
and lack of a smooth checkout process.
They expect a faster, personalized, and visually appealing shopping experience
that reflects Lakmé's premium beauty standards.
User Interviews
Across 6 major Indian citiesNeed Better Discovery
Especially for skin tone matchingSearch Time
Before our redesignTrust Peer Reviews
Over brand descriptionsUnderstanding User Behaviour
Analyzed user heatmaps to identify high and low engagement zones across mobile and desktop experiences.
Measured scroll patterns to understand where users lost interest and how to optimize content flow.
Conducted iterative A/B tests to measure the impact of UI changes on conversions and user satisfaction.
Less than 2 out of every 100 visitors completed a purchase—a clear signal that the user experience was fundamentally broken.
Overall homepage conversion dropped to less than 1%
Search bar was taking higher clicks Retained
Hero banner lacked CTA and consuming higher real estate Reduced
Track order was the higher customer queries Added Icon
Heading was getting higher clicks as it had blocked deployment Redesigned
New Arrivals tab was getting higher clicks Swapped
Category tab was getting good number of clicks Retained
Long scroll was reduced to accommodate more blocks with conversion and retention Optimized
Measurable improvements after design optimization
Transformative features that revolutionized the user experience
Redesigned product discovery experience with improved search functionality, smart filtering, and category navigation to help customers find their perfect beauty products effortlessly.
Intelligent autocomplete with real-time suggestions
Category-based product filtering system
Curated showcase of popular items
Personalized browsing history tracking
Comprehensive product pages featuring high-quality imagery, detailed descriptions, ingredient lists, and customer reviews to build confidence in purchase decisions.
Multiple product angles and detailed imagery
Complete ingredient lists and product specifications
Authentic user feedback and rating system
AI-powered suggestions for complementary products
Simplified shopping journey with intuitive cart management, guest checkout options, and multiple payment methods for a frictionless purchase experience.
Instant product addition with seamless cart updates
Quick purchase without mandatory registration
Various payment options for customer convenience
Live updates on order status and delivery progress
Enhanced user account features including wishlist management, order history, beauty profile customization, and personalized product recommendations.
Detailed beauty profiles with preferences and skin type
Organized wishlist with categories and priority settings
Complete purchase history with easy reorder functionality
AI-driven recommendations based on user preferences
These integrated design solutions created a cohesive e-commerce ecosystem that transformed Lakmé from a traditional beauty retailer into a modern, user-focused digital platform with industry- leading customer experience.
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