Project Overview:

Proactiv customers often struggled with choosing from the wide range of products and kit options. Without guidance, many felt unsure about which products would best address their skincare concerns, leading to hesitation or drop-off before purchase. To solve this, we created an interactive skincare quiz that asked users about their top concerns and provided them with personalized product recommendations.

Purpose:

The goal was to simplify the decision-making process by tailoring solutions to each customer’s unique needs. The quiz needed to:

• Deliver a personalized recommendation based on a few targeted questions

• Be visually engaging and consistent with Proactiv’s brand identity

• Use clear, intuitive iconography to make skincare concerns easy to identify

• Be simple and fast to complete, ensuring high engagement

Challenges:

• Complexity of options: Customers had diverse skincare concerns with many possible combinations, making it difficult to design a quiz that felt both comprehensive and streamlined.

• User engagement: The quiz had to remain brief and frictionless to avoid overwhelming or losing users.

• Clarity in design: Communicating skin types and concerns in a way that was universally understandable required carefully designed visuals and copy.

Solution & My Role:

I led the design and user experience of the quiz, collaborating closely with data analysts and the customer satisfaction team to identify key customer pain points and the most common skincare profiles. To keep the experience clear and engaging, I:

• Built four primary user personas to guide quiz logic and flow.

• Designed mobile-first wireframes to ensure accessibility and streamline the funnel.

• Developed custom iconography that visually represented skin types and concerns in a simple, intuitive way.

• Designed the full interface and user journey, balancing Proactiv’s brand standards with an easy-to-use, modern feel.

• Integrated an email capture system that sent users their results, creating a re-engagement loop and driving traffic to tailored landing pages with product kit recommendations.

This approach turned a potentially overwhelming product selection process into a short, interactive, and confidence-building experience that guided users toward the right kit.

Results:

The interactive quiz exceeded expectations, delivering strong results:

• 60% increase in conversion rate compared to standard product pages.

• 80% increase in customers purchasing the premium kit, driven by confidence in tailored recommendations.

• Positive customer feedback on clarity, ease of use, and personalization of the experience.