L'Oréal Paris
L'Oréal Paris
Innovating through Strategy and UX for the world's largest beauty brand
Innovating through Strategy and UX for the world's largest beauty brand
Innovating through Strategy and UX for the world's largest beauty brand
I directed UX teams in the US and Paris for 5 years, leading research, strategy, and design for their global websites and digital services.
I directed UX teams in the US and Paris for 5 years, leading research, strategy, and design for their global websites and digital services.
I directed UX teams in the US and Paris for 5 years, leading research, strategy, and design for their global websites and digital services.
I directed UX teams in the US and Paris for 5 years, leading research, strategy, and design for their global websites and digital services.
ROLE
ROLE
ROLE:
Global UX Lead
Global UX Lead
Global UX Lead
YEARS
YEARS
YEARS:
2019-24
2019-24
2019-24
TYPE
TYPE
TYPE:
Websites
Websites
Websites
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
Situation
Global websites and web apps failing to meet customer expectations
The brand not being seen as modern or innovative
No time to stay informed and get inspired by digital experience trends
Lack of consistent process to drive innovation and growth each year
Global websites and web apps failing to meet customer expectations
The brand not being seen as modern or innovative
No time to stay informed and get inspired by digital experience trends
Lack of consistent process to drive innovation and growth each year
Global websites and web apps failing to meet customer expectations
The brand not being seen as modern or innovative
No time to stay informed and get inspired by digital experience trends
Lack of consistent process to drive innovation and growth each year
Global websites and web apps failing to meet customer expectations
The brand not being seen as modern or innovative
No time to stay informed and get inspired by digital experience trends
Lack of consistent process to drive innovation and growth each year
Goals
Increase site traffic, engagement, and purchase consideration (drive to 3rd party resellers)
Continually deliver a modern and elevated brand experience that consumers expect
Stay ahead of trends to maintain global authority on beauty guidance, inspiration, and tools
Increase site traffic, engagement, and purchase consideration (drive to 3rd party resellers)
Continually deliver a modern and elevated brand experience that consumers expect
Stay ahead of trends to maintain global authority on beauty guidance, inspiration, and tools
Increase site traffic, engagement, and purchase consideration (drive to 3rd party resellers)
Continually deliver a modern and elevated brand experience that consumers expect
Stay ahead of trends to maintain global authority on beauty guidance, inspiration, and tools
Increase site traffic, engagement, and purchase consideration (drive to 3rd party resellers)
Continually deliver a modern and elevated brand experience that consumers expect
Stay ahead of trends to maintain global authority on beauty guidance, inspiration, and tools
APPROACH
Understanding consumers, competition & trends
I partnered with the Strategy Lead and led UX Research and Design, driving qualitative and quantitative research each quarter, benchmarking customer behaviors and the competition to optimize our designs or serve as inspiration for our quarterly innovation workshops.
APPROACH
Understanding consumers, competition & trends
I partnered with the Strategy Lead and led UX Research and Design, driving qualitative and quantitative research each quarter, benchmarking customer behaviors and the competition to optimize our designs or serve as inspiration for our quarterly innovation workshops.
APPROACH
Understanding consumers, competition & trends
I partnered with the Strategy Lead and led UX Research and Design, driving qualitative and quantitative research each quarter, benchmarking customer behaviors and the competition to optimize our designs or serve as inspiration for our quarterly innovation workshops.
APPROACH
Understanding consumers, competition & trends
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiences.
To ensure L’Oréal stayed at the forefront of digital beauty, I developed a quarterly insights process to fuel new experiences globally.
To ensure L’Oréal stayed at the forefront of digital beauty, I developed a quarterly insights process to fuel new experiences globally.
To ensure L’Oréal stayed at the forefront of digital beauty, I developed a quarterly insights process to fuel new experiences globally.
30+ Global Websites
50+ Global Websites
30+ Global Websites
30+ Global Websites
Global Design System
Global Design System
Global Design System
Global Design System
10 Digital Products
10 Digital Products
10 Digital Products
10 Digital Products
Examples of insights we would deliver each quarter
Examples of insights we would deliver each quarter
Examples of insights we would deliver each quarter
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
A mix of Qual. and Quant. research to understand trends and consumer needs.
Competitors like Fenty optimize their UI for personaliztion and virtual tool usage.
Insight from our trends research, highlighting privacy as a barrier to personalization.
Testing told us users felt the brand was unique, but they wanted inspiring content.
Activities I led:
UX Audits
User Testing
Trends Research
Activities I led:
UX Audits
User Testing
Trends Research
Activities I led:
UX Audits
User Testing
Trends Research
Analytics Review
UX Audits
User Testing
Trends Research
Activities I led:
INNOVATION WORKSHOPS
Insights + collaboration sparks innovation
I collaborated with the Strategy Lead to present research insights to global stakeholders each quarter, highlighting customer insights and industry trends.
From there, I led workshops with the global team to refine our strategy and ideate new experiences that meet users' needs and drive business outcomes. Top ideas are prioritized for the next quarter's design and development roadmap.
INNOVATION WORKSHOPS
Insights + collaboration sparks innovation
I collaborated with the Strategy Lead to present research insights to global stakeholders each quarter, highlighting customer insights and industry trends.
From there, I led workshops with the global team to refine our strategy and ideate new experiences that meet users' needs and drive business outcomes. Top ideas are prioritized for the next quarter's design and development roadmap.
INNOVATION WORKSHOPS
Insights + collaboration sparks innovation
I collaborated with the Strategy Lead to present research insights to global stakeholders each quarter, highlighting customer insights and industry trends.
From there, I led workshops with the global team to refine our strategy and ideate new experiences that meet users' needs and drive business outcomes. Top ideas are prioritized for the next quarter's design and development roadmap.
INNOVATION WORKSHOPS
Insights + collaboration sparks innovation
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiences.
Activities I led:
Workshop Planning
Workshop Co-Facilitation
Idea Prioritization
Activities I led:
Workshop Planning
Workshop Co-Facilitation
Idea Prioritization
Activities I led:
Workshop Planning
Workshop Co-Facilitation
Idea Prioritization
Solution Roadmapping
Workshop Planning
Workshop Co-Facilitation
Idea Prioritization
Activities I led:
EXAMPLE PROJECT
Creating BeautyGenius, the industry's first Gen AI-powered personal beauty assistant
In late 2023, our quarterly research showed L'Oréal Paris faced a critical user experience problem: 70% of consumers felt overwhelmed by the vast array of beauty choices available online. Users were abandoning their shopping journeys, resorting to asking friends or endless online searches, often leading to decision paralysis.
Our ask was to partner with L'Oréal Paris' Innovation team and leverage their in-house LLM and create an AI-based experience that can guide 1 billion+ consumers toward confident beauty choices.
FEATURED PROJECT
AI-Fueled, personal beauty guidance at scale
L'Oréal Paris faced a critical user experience problem: 70% of consumers felt overwhelmed by the vast array of beauty choices available online. Users were abandoning their shopping journeys, resorting to asking friends or endless online searches, often leading to decision paralysis.
The L'Oréal Paris asked our agency to partner with their Product team to create an AI-based experience that can guide 1 billion+ consumers toward confident beauty choices.
EXAMPLE PROJECT
Creating BeautyGenius, the industry's first Gen AI-powered personal beauty assistant
In late 2023, our quarterly research showed L'Oréal Paris faced a critical user experience problem: 70% of consumers felt overwhelmed by the vast array of beauty choices available online. Users were abandoning their shopping journeys, resorting to asking friends or endless online searches, often leading to decision paralysis.
Our ask was to partner with L'Oréal Paris' Innovation team and leverage their in-house LLM and create an AI-based experience that can guide 1 billion+ consumers toward confident beauty choices.
EXAMPLE PROJECT
Creating BeautyGenius, the industry's first Gen AI-powered personal beauty assistant
I approached the redesign of three ADA websites as a unified system, starting with the Diabetes Professional site to establish shared patterns, components, and stakeholder alignment. As that site moved into testing, I initiated design work on the next two. This holistic, parallel approach allowed teams to share insights in real-time, reduce redundancy, and accelerate delivery while maintaining quality and a user-centered focus across all three experiences.
Researching opportunities and user expectations of AI assistants
Researching opportunities and user expectations of AI assistants
Researching opportunities and user expectations of AI assistants
3rd Party Industry Research
3rd Party Industry Research
3rd Party Industry Research
3rd Party Industry Research
Leveraged ChatGPT and Perplexity to learn which digital technologies are trending and being used by beauty consumers
Leveraged ChatGPT and Perplexity to learn which digital technologies are trending and being used by beauty consumers
Leveraged ChatGPT and Perplexity to learn which digital technologies are trending and being used by beauty consumers
Consumer Survey
Consumer Survey
Consumer Survey
Consumer Survey
Understand consumer perceptions and understanding of Generative AI tools
Understand consumer perceptions and understanding of Generative AI tools
Understand consumer perceptions and understanding of Generative AI tools
Participants
60 Women, 18-54, from US & UK
Sample Questions
How would you describe AI to a friend?
What is your experience using AI tools like ChatGPT?
Has an AI tool or Chatbot been helpful to you?
On a scale of 1-5, what is your level of trust in quality of responses from Generative AI tools?
Participants
60 Women, 18-54, from US & UK
Sample Questions
How would you describe AI to a friend?
What is your experience using AI tools like ChatGPT?
Has an AI tool or Chatbot been helpful to you?
On a scale of 1-5, what is your level of trust in quality of responses from Generative AI tools?
Global Site Analytics
Global Site Analytics
Global Site Analytics
Global Site Analytics
Reviewing behavioral signals that reveal friction or decision uncertainty
Reviewing behavioral signals that reveal friction or decision uncertainty
Reviewing behavioral signals that reveal friction or decision uncertainty
Traffic Engagement
High bounce/exit rates, low scroll depth, pogo-sticking between pages
Journey Drop-offs
Funnel abandonment between PDP → VTO → Reseller or micro-conversion gaps
Time-based Friction
Long dwell times, or repeated filter / sort changes within a session
Site Search Behavior
High volume of natural-language or “how-do-I” queries, frequent search refinements or zero-result terms
Traffic Engagement
High bounce/exit rates, low scroll depth, pogo-sticking between pages
Journey Drop-offs
Funnel abandonment between PDP → VTO → Reseller or micro-conversion gaps
Time-based Friction
Long dwell times, or repeated filter / sort changes within a session
Site Search Behavior
High volume of natural-language or “how-do-I” queries, frequent search refinements or zero-result terms
Traffic Engagement
High bounce/exit rates, low scroll depth, pogo-sticking between pages
Journey Drop-offs
Funnel abandonment between PDP → VTO → Reseller or micro-conversion gaps
Time-based Friction
Long dwell times, or repeated filter / sort changes within a session
Site Search Behavior
High volume of natural-language or “how-do-I” queries, frequent search refinements or zero-result terms
Leveraging outside inspiration & best practices for AI
Leveraging outside inspiration & best practices for AI
My team and I shared conversation and UI design inspiration from new (at the time) GenAI apps that recently gained popularity and were easy to use, such as Perplexity and Claude. Many ideas from these examples were integrated into the first BeautyGenius experience.
My team and I shared conversation and UI design inspiration from new (at the time) GenAI apps that recently gained popularity and were easy to use, such as Perplexity and Claude. Many ideas from these examples were integrated into the first BeautyGenius experience.
My team and I shared conversation and UI design inspiration from new (at the time) GenAI apps that recently gained popularity and were easy to use, such as Perplexity and Claude. Many ideas from these examples were integrated into the first BeautyGenius experience.
Crafting a placement strategy for BeautyGenius
Crafting a placement strategy for BeautyGenius
Leveraging research insights and analytic data about common user flows on the site, I identified 6 key journeys where BeautyGenius could be most helpful, whether someone landed on the homepage for the first time, or navigated to a product detail page while shopping. The goal was to ensure BeautyGenius would be useful without being intrusive to the shopping experience.
Leveraging research insights and analytic data about common user flows on the site, I identified 6 key journeys where BeautyGenius could be most helpful, whether someone landed on the homepage for the first time, or navigated to a product detail page while shopping. The goal was to ensure BeautyGenius would be useful without being intrusive to the shopping experience.
Leveraging research insights and analytic data about common user flows on the site, I identified 6 key journeys where BeautyGenius could be most helpful, whether someone landed on the homepage for the first time, or navigated to a product detail page while shopping. The goal was to ensure BeautyGenius would be useful without being intrusive to the shopping experience.
The Placement Strategy helped define:
User's needs (use cases) per page type
The best location on the page it should appear before and after being activated by users
Messaging within BeautyGenius before and after it's activated by users
The Placement Strategy helped define:
User's needs (use cases) per page type
The best location on the page it should appear before and after being activated by users
Messaging within BeautyGenius before and after it's activated by users
Users can get hair color suggestions or skin care routines, personalized beauty advice based on their situation and goals, and compare or recommend products .
One of the 6 journeys
Summary of the Placement Strategy
It's not a chatbot! Defining the AI experience
It's not a chatbot! Defining the AI experience
With our use cases and placement strategy defined, we focused on defining the style and UX/UI of the BeautyGenius experience. The UI team in Paris, led by Simon Loizeau, started exploring the brand style for this new experience, while the UX team mapped user flows, created low-fi interface elements, and worked with the L'Oréal Innovation team on Conversation Design patterns for the LLM.
With our use cases and placement strategy defined, we focused on defining the style and UX/UI of the BeautyGenius experience. The UI team in Paris, led by Simon Loizeau, started exploring the brand style for this new experience, while the UX team mapped user flows, created low-fi interface elements, and worked with the L'Oréal Innovation team on Conversation Design patterns for the LLM.
With our use cases and placement strategy defined, we focused on defining the style and UX/UI of the BeautyGenius experience. The UI team in Paris, led by Simon Loizeau, started exploring the brand style for this new experience, while the UX team mapped user flows, created low-fi interface elements, and worked with the L'Oréal Innovation team on Conversation Design patterns for the LLM.
Ensuring all use cases are covered through UI to Use Case Mapping
Initial UI Designs for BeautyGenius
Test plan to learn how and where BeautyGenius should live in the website experience
Test plan to learn how and where BeautyGenius should live in the website experience
Test plan to learn how and where BeautyGenius should live in the website experience
Test plan to learn how and where BeautyGenius should live in the website experience
Figma prototype I created for the test
Figma prototype I created for the test
Launching the Beta to the world
Launching the Beta to the world
Launching the Beta version to the world
BeautyGenius Launch Video
BeautyGenius Launch Video
BeautyGenius Launch Video
BeautyGenius Reviewed at VivaTech 2024
BeautyGenius Reviewed at VivaTech 2024
BeautyGenius Reviewed at VivaTech 2024
BeautyGenius was one of many successes
BeautyGenius was one of many successes
BeautyGenius was one of many successes
In addition to bringing BeautyGenius to life, our team continually evolved and optimized the website experience and design system while iteratively creating new features and tools.
These are a few examples.
In addition to bringing BeautyGenius to life, our team continually evolve the current website experience and design system while iteratively creating new features and tools. These are a few examples.
In addition to bringing BeautyGenius to life, our team continually evolve the current website experience and design system while iteratively creating new features and tools. These are a few examples.
In addition to bringing BeautyGenius to life, our team continually evolved and optimized the website experience and design system while iteratively creating new features and tools.
These are a few examples.
IMPACT
Continually innovating and optimizing L'Oréal's web experiences
Over the course of five years, I guided the day-to-day UX efforts and partnered with our Strategy team to collaborate on a wide range of challenges—from integrating new technologies to rethinking customer interactions—while maintaining a focus on creating seamless, on-brand digital experiences. Some other key initiatives I led include:
Store-to-Site QR Code Integration
Enhanced Virtual Try-On and Skincare experiences
Personalized Profile Experience
Global Design System Optimization
IMPACT
Continually innovating and optimizing L'Oréal's web experiences
Over the course of five years, I guided the day-to-day UX efforts and partnered with our Strategy team to collaborate on a wide range of challenges—from integrating new technologies to rethinking customer interactions—while maintaining a focus on creating seamless, on-brand digital experiences. Some other key initiatives I led include:
Store-to-Site QR Code Integration
Enhanced Virtual Try-On and Skincare experiences
Personalized Profile Experience
Global Design System Optimization
IMPACT
Continually innovating and optimizing L'Oréal's web experiences
Over the course of five years, I guided the day-to-day UX efforts and partnered with our Strategy team to collaborate on a wide range of challenges—from integrating new technologies to rethinking customer interactions—while maintaining a focus on creating seamless, on-brand digital experiences. Some other key initiatives I led includes:
Store-to-Site QR Code Integration
Enhanced Virtual Try-On and Skincare experiences
Personalized Profile Experience
Global Design System Optimization
IMPACT
Continually innovating and optimizing L'Oréal's web experiences
Over the course of five years, I guided the day-to-day UX efforts and partnered with our Strategy team to collaborate on a wide range of challenges—from integrating new technologies to rethinking customer interactions—while maintaining a focus on creating seamless, on-brand digital experiences. Some other key initiatives I led include:
Store-to-Site QR Code Integration
Enhanced Virtual Try-On and Skincare experiences
Personalized Profile Experience
Global Design System Optimization
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
+62%
Surge in traffic YOY
#1
Performing site of the 55 brands in the L'Oréal Group
30%
Increase in return visitors
Award-Winning
Gen-AI Beauty Assistant - an industry first
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay
© Copyright 2025, All Rights Reserved by Steven Shay