Guiding Discovery to Boost Cross-Sell Opportunities for VESS
Guiding Discovery to Boost Cross-Sell Opportunities for VESS
Bobbi Brown | 2 Months
Overview
Overview
This project focuses on enhancing product discovery by educating users on how the Vitamin Enriched Smoothing Serum (VESS) complements other Bobbi Brown products. The goal was to unlock cross-sell opportunities by encouraging exploration through clear, strategic content and design.
This project focuses on enhancing product discovery by educating users on how the Vitamin Enriched Smoothing Serum (VESS) complements other Bobbi Brown products. The goal was to unlock cross-sell opportunities by encouraging exploration through clear, strategic content and design.
My Role
My Role
Collaborated with the director and creative team to support the launch of the Vitamin Enriched Smoothing Serum (VESS). My contributions included:
• Supporting UX strategy through content-focused design and layout exploration
• Designing PDP modules and promotional assets aligned with user and business goals
• Exploring ways to enhance product discovery and cross-sell opportunities through visual storytelling
Collaborated with the director and creative team to support the launch of the Vitamin Enriched Smoothing Serum (VESS). My contributions included:
• Supporting UX strategy through content-focused design and layout exploration
• Designing PDP modules and promotional assets aligned with user and business goals
• Exploring ways to enhance product discovery and cross-sell opportunities through visual storytelling
Background
Background
Following the January 2024 launch of the Vitamin Enriched Smoothing Serum (VESS), Bobbi Brown successfully built awareness around the new product. However, many users didn’t realize it was part of a broader regimen, missing the opportunity to drive deeper engagement and cross-product purchases.
Following the January 2024 launch of the Vitamin Enriched Smoothing Serum (VESS), Bobbi Brown successfully built awareness around the new product. However, many users didn’t realize it was part of a broader regimen, missing the opportunity to drive deeper engagement and cross-product purchases.
Problem
Problem
Without guidance on how the Vitamin Enriched Smoothing Serum complemented other products, users missed its full value, limiting engagement and cross-sell opportunities.
Without guidance on how the Vitamin Enriched Smoothing Serum complemented other products, users missed its full value, limiting engagement and cross-sell opportunities.
How can we educate users on the serum’s versatility and compatibility across products to drive cross-sell opportunities by encouraging exploration?
How can we educate users on the serum’s versatility and compatibility across products to drive cross-sell opportunities by encouraging exploration?
Strategy
Strategy
Strategy
1. Guide Discovery
Design a user journey that guides both ad-driven and organic visitors toward product education and discovery.
Design a user journey that guides both ad-driven and organic visitors toward product education and discovery.
Design a user journey that guides both ad-driven and organic visitors toward product education and discovery.
2. Educate Through PDP
Show complementary pairings in the PDP to connect the Serum with daily routines like makeup prep and skincare layering.
Show complementary pairings in the PDP to connect the Serum with daily routines like makeup prep and skincare layering.
Show complementary pairings in the PDP to connect the Serum with daily routines like makeup prep and skincare layering.
Solutions
1. Vitamin Enriched Collection Product Listing Page (PLP)
A TikTok video introduces the regimen, followed by a “YOUR RISE & PRIME RITUAL” carousel showcasing 5 prep steps to enhance shopping experience.
A TikTok video introduces the regimen, followed by a “YOUR RISE & PRIME RITUAL” carousel showcasing 5 prep steps to enhance shopping experience.
2. Vitamin Enriched Smoothing Serum Product Details Page (PDP)
“Use It With” suggests routine add-ons, while the TikTok module and product scroll enable quick add-to-cart. “You May Also Like” reinforces key items for cross-sell.
“Use It With” suggests routine add-ons, while the TikTok module and product scroll enable quick add-to-cart. “You May Also Like” reinforces key items for cross-sell.
3. Vitamin Enriched Face Base Product Details Page (PDP)
Routine discovery with a “Use It With” section and “ACE YOUR BASE” module link to related PDPs. Ingredient-focused content and video build trust, while “You May Also Like” reinforces cross-sell opportunities.
Routine discovery with a “Use It With” section and “ACE YOUR BASE” module link to related PDPs. Ingredient-focused content and video build trust, while “You May Also Like” reinforces cross-sell opportunities.
Impact
Impact
While exact metrics were not tracked, the design aimed to drive:
20 %
Increase in PDP click-through rate from PLP
15 %
Longer session duration
25 %
More interactions with cross-sell modules
22 %