Projects  /  End-to-end
End-to-end experience & service design

A skincare brand, launching on evidence instead of assumptions.

They were sure they had three audiences. The research found two — and that changed how they launched.

Client
Online-only skincare brand
Timeline
Feb–Apr 2024
Role
Sole UX researcher & strategist
Scope
Research planning, recruitment, stakeholder interviews, IDIs, survey
Deliverables
Personas, customer journeys, stakeholder summary
Languages
Spanish, English
Context

A new digital-first skincare brand was gearing up for launch. The product and branding were ready, but the team lacked clarity about their future customers — and how to reach them through the digital funnel. They assumed there would be three distinct audience types, but didn't have the research to back it up.

Approach

I led the research from scoping to delivery as the sole UX researcher. That included:

  • Stakeholder interviews to align internal goals and assumptions.
  • 15 in-depth interviews with skincare-engaged women (18–35, urban Spain).
  • Survey design and screener development for segmentation.
  • Thematic synthesis of emotional and behavioral drivers.
  • Final delivery: 2 personas and full-funnel customer journeys.
Outcome
  • Revealed 2 validated personas — not 3, as initially assumed.
  • Mapped emotional blockers and content needs across funnel stages.
  • Delivered an actionable research deck with personas and journeys.
  • Provided strategic input that shaped the brand's launch plan.
  • Enabled stronger alignment between product, content, and marketing teams.
  • Focused content strategy, better funnel planning, and cross-team alignment.
The insight

There weren't three audiences. There were two — and that changed how the brand launched.

Reflection

This project reinforced the value of doing research before launch — not after. Once real user patterns emerged, the team realigned quickly. The work didn't just inform comms; it shaped product positioning and funnel priorities.

More work

Other projects.

Targeted support for key phases

Testing a polished insurance flow — and what users actually saw.

 Ongoing UX partnership

Bringing UX strategy to a small team — month by month.