Reya is a digital beauty product discovery platform designed to help users find the right skincare and haircare products without the frustration of endless browsing. The platform replaces overwhelming choice and manual research with an engaging, interactive experience that refines recommendations based on a user’s preferences, concerns, and ethical values.
The solution provides a curated, personalised journey that inspires confidence in each choice while introducing users to both established and indie brands.
Problem
Shoppers face an overwhelming number of skincare and haircare products, often spending hours researching ingredients, reading reviews, and comparing brands. The process is fragmented, hard to trust, and leads to decision fatigue, wasted money, and products that don’t meet individual needs.
Insight
People don’t just want more options — they want a trusted, personalised, and enjoyable way to discover beauty products that fit their unique needs, values, and routines.
Solution
Reya is an interactive beauty product discovery platform that helps users cut through the noise. It delivers personalised recommendations through an engaging, quiz-driven experience, educates users about ingredients in clear language, and introduces them to both mainstream and indie brands they can trust.
My role
UX Strategy
User Interview and Synthesis
Market Analysis and Competitive Benchmarking
UI Design
Interaction Design
Research Insights
Through qualitative interviews and market analysis, it became clear that the existing beauty shopping process is unnecessarily complex. Users often jump between influencer content, brand claims, ingredient lists, and product reviews, spending hours piecing together fragmented information. This led to decision fatigue, abandoned carts, and repeated reliance on familiar but suboptimal products. A lack of trust in sponsored recommendations further compounded the issue.
The research highlighted several key opportunities: make the process feel guided and trustworthy, educate users on ingredients without overwhelming them, and create an engaging journey that helps them build a routine tailored to their needs.
Prototyping & Exploration
The early design phase focused on turning product discovery into a guided conversation rather than a static product list. Wireframes explored branching user flows that adjusted recommendations based on answers about skin type, hair goals, ingredient preferences, and ethical considerations. Several interactive quiz styles were tested to find the right balance between speed and depth.
Visual explorations leaned towards a calm, uncluttered aesthetic that encouraged focus, while maintaining a sense of delight through subtle motion and micro-interactions.
Testing
Usability tests with a mix of beauty enthusiasts, first-time skincare buyers, and conscious consumers revealed that the interactive approach significantly reduced the time it took to find relevant products. Test participants valued having clear explanations for ingredient recommendations and preferred the curated “Top 5” suggestions over long, filter-heavy product grids. Feedback also showed that personalised routines were a strong motivator for continued use, as they offered a clear next step after product selection.
Results
The final design replaced the chaos of traditional beauty shopping with a guided, personalised experience. Users could answer a few targeted questions and immediately see trustworthy recommendations matched to their needs, preferences, and values. The platform educated them on ingredients in plain language, introduced lesser-known quality brands alongside mainstream ones, and encouraged them to build a routine with confidence. The outcome was a shopping experience that felt intentional, human, and trustworthy, proving that simplicity can coexist with discovery.
