Reimagining the Sephora App Experience Across iPhone and iPad

Overview

Sephora’s existing iOS apps were in need of a refresh—both in terms of visual design and functionality. They partnered with our team to modernize the look and feel, streamline key flows, and introduce new features that better reflected how users discover and shop for beauty products today.

Approach

With a large scope and multiple platforms to cover, we organized a team of UX designers and divided responsibilities by section. I took the lead on several key areas, including Creative Search and the Checkout experience. To ensure consistency, we collaborated closely in daily working sessions, reviewed design patterns together, and aligned around shared principles for interaction and visual design.

Before diving into each section, I conducted competitive audits of iOS shopping apps to better understand platform conventions, as well as areas where Sephora could stand out. One of the more exciting challenges was rethinking product discovery. Sephora wanted to move beyond traditional keyword search and inspire users who may not know exactly what they're looking for. I proposed a dual-path approach: standard search for goal-oriented users, and a new Creative Search experience for those browsing by mood, occasion, or color palette. As users selected filters like "party," "red," or "flirty," the results would dynamically update—encouraging exploration while staying on-brand.

Another core area I worked on was the checkout flow. Our goal was to keep it seamless and intuitive while weaving in subtle moments of delight. Based on insights from Sephora’s in-store team, we learned that customers often enjoy sharing their purchases with friends. With that in mind, I incorporated microinteractions and language that made it easy—and enjoyable—for users to complete their purchase and optionally share it within their network.

Outcome

The redesign brought a fresh, modern experience to Sephora’s mobile apps and introduced new ways for users to explore and connect with products. It was a highly collaborative effort that balanced retail insights with digital innovation—an experience that blended practical UX thinking with moments of delight and inspiration.