An app bridging in-store and digital shopping experiences

Bluemercury, a luxury beauty retailer known for expert, high-touch service, partnered with IDEO to redesign its retail offering around an omni-channel approach, connecting its in-store and digital touchpoints into one continuous shopping experience.

In phase one, the team envisioned Bluemercury's next-generation flagship stores, testing concepts through live in-store prototyping and defining signature moments in the customer journey. In phase two, the team scaled the vision into a retail app and App Clip that deepened in-store engagement, gave beauty experts and customers a richer way to talk about products and routines, and let shoppers move between store visits and at-home discovery.

As the Lead Interaction Designer on the team, I created experiential prototypes for on-site testing in phase one, then helped define the product strategy and owned the app's end-to-end user experience. I designed the UX and UI for more than ten features, underpinned by a design system built to scale. My high-fidelity prototypes drove stakeholder alignment, and I led the handoff to development partners. The app launched, and the vision carried into new in-store retail formats.