Paula's Choice Singapore


UI UX Design, Web Development


Paula's Choice Skincare began with a commitment to customer advocacy and education, and that remains a core element of the brand's philosophy and product development.

As the UX Designer, I was tasked with carrying out user research, conducting design sprints, and creating designs for the website. I worked on various projects, such as the e-commerce store redesign and other microsites.


My initial task was to design microsites to introduce new products. I was responsible for the design and coding of the microsites.


In order to help customers who are new to the brand, we created a web app called Discover. By using this tool, customers can learn about suitable products for their skin type and concern. They can also obtain a personalised routine upon completing Discover.

The result of launching Discover was a decrease in customer enquiries for product recommendations through our live chat, as customers used Discover instead.

Website Redesign

Coming soon.