Designing an interactive skincare consultation experience for Lush
Reimagining Lush’s in-store skincare consultation as an interactive digital experience that guides customers through complex product choices while staying true to the brand’s values.
Lead Interactive Designer | 2022 | Lush CosmeticsLush’s skincare range is intentionally different. Featuring multi-purpose products, unconventional naming, and “naked” alternatives to traditional skincare. While this uniqueness is part of the brand’s appeal, it can make product discovery challenging without the guidance of an in-store expert.
The challenge was to translate Lush’s high-touch, human consultation experience into a digital format that felt approachable, educational, and brand-authentic—without overwhelming users.
I led the user interface design for the skincare quiz and supported the user experience design across discovery, ideation, and execution.
My contributions included:
Facilitating cross-functional brainstorming sessions
Supporting user research by attending interviews and testing sessions
Designing and building the full interactive quiz using a third-party platform (Jebbit)
Collaborating closely with research, marketing, and product stakeholders
Our Process
Discover
Partnered with research teams to understand in-store consultation workflows, customer questions, and decision-making behaviors through interviews with retail staff across North America.
Define
Synthesized insights from research and competitive analysis to identify key moments of guidance, education, and reassurance needed throughout the quiz experience.
Design
Developed the quiz structure, question flow, and UI patterns—balancing product education, brand tone, and ease of use across multiple decision paths.
Delivery
Built the full quiz experience in Jebbit, iterating on flow, visuals, and micro-interactions based on feedback from stakeholders and testing sessions.
Designing the question flow was a deeply collaborative effort. Each decision point needed to account for multiple dimensions of the Lush skincare ecosystem.
The visual direction was rooted in Lush’s core brand values: transparency, authenticity, and celebration of real skin.
The design emphasized:
In-use product photography
Close-ups of skin texture and natural variation
Bold colors and tactile imagery reflecting the physical product experience
This approach reinforced trust and helped humanize the digital journey, making the quiz feel distinctly Lush.
