Prose Skincare Launch

Prose’s skincare launch offered a chance to expand the boundaries of personalization. As Senior Director of Product Design and UX Research, I guided the vision and strategy that transformed the physical product concept into a cohesive experience across digital and physical touch points.

Skincare posed unique challenges: unlike haircare, it’s applied directly to the face, requiring deeper customer education and a stronger trust signals around safety and efficacy. I partnered with brand, design, and R&D to build that credibility into every layer of the experience through transparent ingredient storytelling, guided consultations, and intentional pacing that reinforced scientific precision.

I began by leading discovery research to define the jobs-to-be-done for our digital experience, ensuring the product, consultation, and brand story aligned to real customer needs. From there, I facilitated a cross-functional design sprint to align stakeholders and define the end-to-end digital experience (spanning acquisition, consultation, and conversion). From there, my team partnered with R&D and Data Science to develop our skincare ML formulation engine.

I led my team in defining the new site architecture to support multiple consultations and product categories, ensuring cohesion across the funnel, and led customer beta testing to validate both product and experience before launching publicly and scaling paid acquisition. I also oversaw the “Review & Refine” formula feedback loop, enabling customers to share thoughts for formula adjustments and long-term satisfaction.

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Impact

• Launched a new category grossing $13M+ in annual revenue from year 1