MAC HIGHLIGHTS

Creating a hub for everything MAC to inspire experimentation and creativity. Supporting people on their discovery and learning journey.

Associate Creative Director, UX – MAC Cosmetics, 2020

What we did

We created a strategy and experience vision that gave considerations for responding to Covid in the immediate. We considered the entire purchase and delivery experience, and designed in-store experiences post-lockdown when everyone was unsure of how Covid would change how people act in the long term. We designed solutions to reduce physical contact during makeup discovery.

In the short term, we primarily looked at makeup discovery, at-home try on, virtual try-on, the delivery and unboxing experience as areas of focus to make Covid-friendly improvements.

Finding the perfect match

MAC one of the largest selections of foundation shades, so the problem is not so much having more skews, as it is helping people find the right one. Foundation requires matching exact skin tones, which is one of the most difficult things to do virtually.

Through user research, we found that people with darker complexions could spend up to 15 minutes more on each product page because many sites prioritize light skin tones and do not have an adequate way of filtering.

Our solution was to create a skin tone filter, which shows you appropriate products and models based on your selection.

We also considered the post-purchase experience as a safety net.

We came up with an at-home matching kit that would come with your order. If you found a better match than purchase, you could send the unopened product back in exchange for your preferred match.

From online inspiration to in-store learning

Meeting people where they are for makeup inspiration and creating ways to learn how to use MAC products better through virtual and in-person tutorials.