Beautylish App UX: Clear Is a Must, Not an End
Is it just me, or do people sometimes have high purchase intentions but do not know what and where to buy? That happens all the time when I do online makeup shopping. Why? As a normal millennial girl who spends lots of time and money on makeup, I know what I need and what I already have. I just want something different and impressive.
So, Show Me Something Hot and New!
Beauty Blog is Engaging!
When I first found the Beautylish app, the instant impression was clear and clean. It is a simple makeup shopping app with basic features. What engages me the most is that Beautylish has its own beauty editorials and digests showing in front of the regular “makeup categories” and “brands list.” Frequent makeup customers do not just care about products, they also want to know what’s the recent beauty trend, who’s the hottest makeup influencer, and what’re some new makeup techniques. I am surprised that Beautylish has this insightful and innovative little blog inside its mobile shopping app. It means a lot for real makeup lovers.
“Clear and Simple” Can Also Mean Lacking Features!
1. Keeping up with New Technologies Cannot Be Wrong
Beautylish does a decent job engaging and influencing its customers. What more can we expect from a mobile shopping app? One fun fact is that the first app was invented and demonstrated in 1993 by Jesse Tayler. Now, 26 years later, do customers really expect to see a plain and dry makeup purchase app with only the pictures of products and a few lines of descriptions? Absolutely not!
Nowadays with the promise of augmented reality technology, customers can try on the makeup virtually. It makes customers much easier to pick the best products in the perfect color and texture. Oops, it seems that Beautylish does not keep up with new technologies. And it is a huge miss, especially in a highly visual industry like makeup.
2. “Wish List/Save for Later” Will Get Customers to Come Back!
While the Beautylish app may wonder how to attract more customers and make its existing customers come back, one little feature can magically change the whole game! There’s one great thing about online shopping. You can save your items for later, and do not need to be bothered or judged by the shopping assistants in the real stores. Customers want to buy the products on the wish list, they just don’t want to buy it now! Beautylish has this sweet feature on its website but unwisely takes it away from the app. In fact, the “Wish list” is really a good and effective feature that will retain customers in a spontaneous manner.
3. Customers Love Promotion, Sale and Free Shipping!
Usually, when I shop online, I will constantly scan and search for these words such as “Promotion” and “Sale”. The number one question for every customer is that why should I buy the same product on your website, but not others’? The price competition is crucial! Beautylish app is way too clean from any signs of promotion and sale, not even a free shipping or free sample notice! Being too promotional is not the best option, but having completely no promotions and sales is also pushing customers away.
Clear Is a Must, Not an End
After all my thoughts and findings above from the Beautylish app, I start to understand and reconsider the value and aesthetic it wants to share with customers. Obviously, the app wants to create a simple and easy shopping place for its customers. A lot of white space in the app also makes it clean and neat for people who truly love makeup products. However, being clear and clean should not be the ultimate goal for a makeup app. Some features as I mentioned before can be improved to better serve customers.
Thank you for reading, and hope you had a great weekend!
