Paula's Choice Singapore

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  • 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 Design Lead, 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 an 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. Sales increased during the launch of the app.

Website Revamp

Work in progress