Pura offers a fragrance marketplace unlike any other
PROBLEM
But fragrance discovery has hindered customers from ordering anything but what they’re used to.
ROLE
Product Designer
GOAL
Almost 80% of fragrance sales came from ONE fragrance. Pura has a fragrance catalog of over 200 scents and counting with a new release every week.
Overhauling the mobile app's shopping interface to significantly improve product discovery and elevate the overall shopping experience. This redesign focuses on creating a more user-friendly and engaging environment for customers to explore and purchase products.
Cart Abandonment Solution: Intelligent Checkout Prompts
FAVORITE PART
I was able to be a lot more playful with the style and worked closely with our awesome animator, Jacob Moreno.
The original app displayed all 200+ fragrances on a single page without navigation or filtering options. This created significant user frustration as customers had no way to efficiently browse, filter, or discover new products. Users experienced decision paralysis when faced with too many options without organization, leading them to default to familiar choices (explaining the 80% sales concentration on a single fragrance). Research showed customers typically abandoned browsing after viewing only 10-15 products, often stating it was "easier to just reorder what I know than try to find something new in this endless list."
Opportunities to Improve
Considering these challenges and objectives, I crafted the design to mirror the familiarity of our web homepage, while tailoring it specifically for a mobile app experience.
Recognizing that app users are typically logged-in customers, the design emphasizes a personalized shopping journey. It achieves this by suggesting products that align with their shopping habits and previous order history, creating a more tailored and engaging experience for each user.
DESIGN SOLUTIONS
Enhancing Discovery & Personalization
UX Architecture
conversion rate
PAIN POINTThe Overwhelming "All Products" Shopping UX
UX RESEARCHImplement intuitive navigation with category filters
Create personalized recommendations based on purchase history
Add scent family groupings and search functionality
Design a "new arrivals" section to highlight fresh options
Develop a favorites system to help users track potential purchases
Our redesigned shopping experience addresses key user pain points through targeted solutions:
Smart Recommendations - Personalized fragrance suggestions based on preferences and purchase history, with one-tap subscription adding
Preference Tracking System - Simple like/dislike functionality that both improves user organization and enriches our recommendation algorithm
Intuitive Navigation Framework - Clear categorization by scent family, brand, intensity, and occasion to facilitate efficient browsing
Curated Home Feed - A dynamic, personalized discovery page that presents fragrances in themed collections, similar to streaming services
Each solution was designed to reduce decision fatigue while expanding product discovery beyond familiar choices, creating a shopping experience that feels both efficient and exploratory.
DESIGN SOLUTIONS
To combat cart abandonment, I implemented an elegant, persistent mini-cart indicator that remains visible during browsing. This balanced approach reduced cart abandonment by 27% while preserving the exploratory shopping experience.
Visual Design Enhancement: Bringing Scents to Life
DESIGN SOLUTIONS
The Impact:
With this new shopping experience we saw:+22%
-30%
+42secs
bounce rate
time spent on shopping
As an end-to-end designer, I recognized that exceptional user experience requires strong visual craft. To complement the improved information architecture, I created a series of custom illustrations for each fragrance category. These visuals serve dual purposes: adding aesthetic appeal to the new layout while providing crucial sensory cues that help users intuitively understand fragrance profiles without being able to smell them.
Each illustration was carefully crafted to evoke the emotional essence of scent families—warm ambers rendered in golden hues, fresh citruses depicted with vibrant clarity. These visual metaphors bridge the digital-sensory gap, allowing users to "experience" fragrances visually before purchase, significantly enhancing confidence in discovery and selection.