The Ordinary – Scaling intelligent personalization
COMPANY
The Ordinary (DECIEM)
year
2025
ROLE
Lead Product Designer
SCOPE
OVERVIEW
Making skincare discovery smarter.
The Ordinary had a problem most brands dream about: too many products. With over 70 formulations across acids, oils, and serums, customers were overwhelmed, and the data showed it.
The goal was to design an enhanced product discovery experience that reduced decision fatigue, educated users, and built long-term confidence.
THE CHALLENGE
Too many choices, too little guidance.
Users with a specific concern could not move from problem to product. The experience was built for skincare experts, not new customers, contradicting the brand’s commitment to accessibility. As a result, users defaulted to bestsellers or abandoned altogether.
THE SOLUTION
Education rooted in transparency.
A structured discovery experience that paired personalized product matching with embedded ingredient education and a streamlined routine builder, removing friction from multi-step skincare.
Regimen Builder [View Live]
THE RESULTS
Early performance indicators (90 days)
+12%
AOV
+24
CRV Lift
+30%
Account Creation
ADDITIONAL WORK
Designed + deployed across the platform
AI PDP Skincare Assistant [View Live]
NIOD
