NURIA BEAUTY ROUTINE FINDER QUIZ
Our team set out to reduce nuriabeauty,com bounce rates and improve product discovery, site conversion, and average order value. Customers were dropping off product pages due to a lack of clear guidance and confidence in what to buy.
To address this, after user research, I designed and implemented a personalized skincare quiz that recommended full routines tailored to individual needs, and resulted in a 15% increase in site conversion, a 25% drop in bounce rate, and an 18% lift in average order value.
COMPANY
NURIA BEAUTY
PLATFORM
WEB (MOBILE-FIRST)
IN COLLABORATION WITH
ENGINEERING
RESEARCH & DEVELOPMENT
MY ROLE
PRODUCT DESIGN
UX RESEARCH
RESEARCH & PROCESS
COMPETITIVE ANALYSIS KEY FINDINGS
Prioritizing Consumer Skin Concerns
Most competitor quizzes begin by asking users to identify their top skincare concerns (e.g., breakouts, dullness, dryness). This helps personalize results from the outset.
Mobile-First Quiz
All competitor quizzes were optimized for mobile, reflecting a clear mobile-first approach. This aligns with user behavior, as most engage with quizzes on mobile devices.
Routine-Based Recommendations
Instead of listing products, competitors presented results as full skincare routines. This format makes it easier for customers to envision the products in their daily life and increase their likelihood of conversion.
Optimized Quiz Length
The average quiz contained 5 to 10 questions. Competitors prioritize brevity to respect a customer’s time while gathering sufficient input for accurate recommendations.
Minimum of Three Product Recommendations
Competitor quizzes commonly suggested at least three products. This informed our strategy, aligning with Nuria’s routine-based model and purchase behavior data, which shows most orders include two to three products.
WHAT IS IMPORTANT TO OUR TARGET CONSUMER?
Ease and convenience
Tangible results
Feeling empowered in her choices
Personalization
QUIZ RESULT FORMAT
I began by mapping out the quiz result structure and defining its core components. The table on the right outlines all possible product outcomes.
User research showed that skincare commitment varies widely, some prefer quick routines, while others seek multi-step rituals. This insight informed a tiered result system:
Short routines: Cleanser, toner, moisturizer
Medium routines: + One treatment product (e.g., mask or exfoliator)
Long routines: + Two treatment products (e.g., serum, essence, or eye cream)
QUIZ LOGIC MATRIX
To build the quiz logic, I partnered with the Research & Development team to understand each product’s function, usage, and ideal user. I translated these insights into a comprehensive logic matrix that connected user responses to tailored product recommendations. A preview of that matrix is shown below.
USABILITY TESTING & ITERATION
I worked closely with engineering to implement and test the quiz, continuously refining the logic matrix throughout development. To support integration, I designed a user flow diagram that mapped the quiz experience within the broader site journey.
Usability testing revealed friction at the start: asking for email upfront led to early drop-off. By moving the email capture to the end, after users had completed the quiz we significantly improved completion and engagement rates.
