Color Me Beautiful App

Overview

Color Me Beautiful is a cosmetics brand focused on helping customers find the most accurate makeup shades tailored to their unique features. Unlike many competitors, Color Me Beautiful prioritizes seasonal color analysis—a method that guides users in identifying their ideal makeup palette based on their personal coloring. The company aimed to translate this experience into a mobile app that mirrors and enhances their existing website, giving users a personalized and intuitive way to discover products that align with their seasonal profile.

Tools

Figma
Adobe Creative Suite

My Role

Conceptualization
UX/UI Design Lead
Prototyping

Goal
Deliver a seamless mobile experience where customers can identify their seasonal color, discover compatible products, and shop in one place.

Duration

August 2020 - March 2021

Challenge
Customers needed a simple, mobile-friendly way to identify their seasonal color type, explore curated color palettes, and discover products that best match their unique profile.

Research

As a first step, we conducted in-depth research to better understand current customers and their shopping behaviors. These insights helped shape my approach to how users discover and purchase products.

User Research

The target audience was adults ages 18-70 who shop for makeup online.

Questions were asked to better understand users:

How important is seasonal color when choosing a makeup shade?
What do users think of competing color-analysis and makeup-shade tools?
Would users find cross-season shade recommendations useful?
Which platform do you prefer for shopping?

User Insights:

Efficiency: Users wanted to identify their season and immediately see compatible products.

Single destination: Most users wanted to take the quiz, learn their season, and discover recommended products without leaving the experience.

48%

of customers didn’t know their seasonal color type, which created confusion and made it difficult for them to choose the right products.

30%

of customers expressed a desire for a tool they could access beyond the Color Me Beautiful website

80%

of customers expressed a strong preference for a mobile experience

Three user personas were created from interview insights.

Personas

To begin the design process, I conducted a competitive analysis of similar makeup and color analysis apps to understand industry standards, identify gaps, and uncover opportunities for differentiation.

The research revealed key gaps in existing solutions:

A lack of season-specific makeup recommendations
Reliance on external sites for palette results
The absence of a downloadable digital color palette.

Competitive Analysis

Before sketching screens, I mapped the primary user flow to understand how each persona would move through the experience. With the personas' needs in mind, one flow was created to achieve the following goals:

Discover seasonal color
Find products most compatible
Purchase season-specific products / palettes

User Flow

Wireframes & Testing

I drafted low-fidelity wireframes, translated them into clickable Figma prototypes, and tested them with users.

Shopping

The home screen serves as the main shopping hub, where users can browse and purchase Color Me Beautiful products.

Color Quiz

The color quiz is accessible through a button on the home page
The experience guides users through a series of pages that lead them step-by-step through a personalized quiz

Color Palette

This screen is for displaying all the color swatches for a specific season

Shop by Season

Users can see our featured products for each season
This screen is most helpful after taking the color quiz

Remote usability tests were conducted using an improved high-fidelity Figma prototype.

Usability testing

Some users occasionally misclicked their selections and found it difficult to return to the previous screen. To address this, I added a prominently visible back arrow to improve navigation and reduce user frustration.

Users suggested adding the option to download their color swatches for offline access, so they could refer to them even without an internet connection.

In response, we incorporated a download button. Additionally, users recommended increasing the spacing between swatch rows to improve readability and touch accuracy, which we also implemented.

Additionally, users recommended increasing the spacing between swatch rows to improve readability and touch accuracy, which we also implemented.

Final Design

Final Thoughts and Outcome

Customers reported higher satisfaction and confidence knowing they were selecting products tailored to their seasonal color profile. By guiding users through a personalized discovery process and clearly revealing their season, the app expanded their product options—not only within Color Me Beautiful’s offerings but also with complementary products from other brands. This enhanced user confidence contributed to increased website traffic and greater overall customer engagement.

18.9k

Impressions

$13.4

$13.40 average weekly revenue per paying app user

+15%

+15% increase in sales of season-specific products