Role
Product Design
Category
Beauty & Haircare · D2C
Platform
Mobile App
Focus
Discovery · Navigation · Conversion
01.
One concern, three screens
I walked the existing app from home to checkout. The same hair concern follows the user the entire way — as a banner, as a product name, and finally as the thing sitting in their cart.
People don't shop for shampoo. They shop for what they want to fix.
Unlike ingredient- or range-led naming, BBlunt already uses the words customers use to describe their hair concerns. The opportunity was to promote that language from packaging to navigation.
02.
The shift
HOW MIGHT WE
Help someone move from “which shampoo should I buy?” to “what does my hair need, and what routine should I follow?”
Today — catalogue led
The user has to already know what they are looking for before the app can help them.
Proposed — concern led
The concern becomes the organising principle, and products become a routine built around it.
03.
Shop by hair concern
A light layer on top of the existing range that asks one question the user can always answer. These aren't invented categories — they are BBlunt's own product names, promoted to navigation.
What does your hair need?
Hair fall
Strengthen · reduce breakage
Dandruff
Clear · balance scalp
Dry / frizzy
Hydrate · smooth
Dull, no shine
Add shine · gloss
Damaged / coloured
Repair · protect colour
Styling
Hold · heat protect
On a Hair Fall Control Shampoo page, the journey currently ends at “Add to Cart”. Instead, the page surfaces the full routine that product belongs to.
The feature turns individual products into a guided routine — and the routine, not the bottle, becomes the thing you buy.
Your Hair Fall routine
- 01CleanseHair Fall Control Shampoo✓
- 02ConditionHair Fall Control Conditioner
- 03TreatHair Fall Control Hair Mask
- 04ProtectHeat Protect Mist
Add entire routine
04.
What this experience is designed to improve
Faster discovery
Move from catalogue browsing to a concern-specific product set.
Simpler decisions
Turn multiple product choices into a guided routine.
Stronger confidence
Keep the user's original concern visible from discovery through checkout.
Higher basket potential
Make complementary products easier to discover as a routine.
These are hypotheses to validate through usability testing and conversion data after launch.
05.
What this taught me
I didn't redesign the catalogue. I redesigned how users navigate their problem.