MySephora

Project Overview

The MySephora project was the rollout of Sephora’s enhanced loyalty program in the UK, following the acquisition of Feelunique. Building on the success of Sephora's implementation in Poland, the UK version aimed to modernize and improve the previous Feelunique Loyalty Program, offering a more engaging and rewarding experience for UK customers. The project focused on aligning with Sephora’s global standards while addressing the specific needs of the UK market.

Challenge

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Discovery

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Design

The launch of MySephora gave us a valuable opportunity to address several issues on our signup page. We improved error validation, which previously only appeared at the end of the signup process. We also fixed occasional problems with the address lookup, ensuring manual entry is available when necessary. Additionally, we enhanced the password fields to provide real-time feedback to users.

Promoting MySephora is a key focus, and we aimed to streamline the information by incorporating it into an extended slider.

For users who don’t immediately join the loyalty program, we made it easy to return later, this time including a clearer call-to-action (CTA) for reward exploration. During secondary/ loyalty signup, the previously highlighted form is displayed.

When users select brands, priority is given to Sephora Collection, with appropriate error messages shown as needed.

After completing the signup, users are directed to their full MySephora account starting at Bronze for new users.