L’Ange Hair is a start up company launched in 2016 with less than 30 employees. In 2016/2017 the company grew $2 to 3 millions in sales. In 2020, L’Ange Hair had to 250+ employees and its annual revenues in sales exceeded $200+ Millions.
The company was growing incredibly fast. It had a highly performing presence on Social Media, driving 88% of the traffic to the site.
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Overview
Faced with a complex product catalog and high customer dissatisfaction, I set out to improve the user experience of finding the right hair care products through a personalized digital quiz. The core challenge was the overwhelming product range, poorly differentiated packaging, and no-refund policy on liquid items—resulting in frequent customer complaints and incorrect purchases.
The goal was to guide users toward the most suitable products for their hair type and goals via a smooth, self-service experience that would improve satisfaction and drive business growth.
Over a 10-month initiative, I partnered with multiple stakeholders—including CX, marketing, data science, and engineering teams—to define user profiles, map user flows, and develop a guided quiz experience. From UX research and wireframes to algorithm design and final UI, I led efforts across all design phases. The solution featured a step-by-step quiz, curated product recommendations, and the ability for users to retake the quiz or email themselves results.
Through user testing and iterative improvements, we achieved a 28% conversion rate among quiz users, with a 3x higher likelihood of purchase and a 75% increase in user satisfaction.
How can we provide our users a way to select the best products for their hair types with a smooth, quick and easy experience to enhance their satisfaction ?
Outcomes & Opportunities
The launch proved the effectiveness of personalized guidance in a high-friction ecommerce environment. Moving forward, we identified opportunities to enhance the experience further—such as refining results using behavioral data, offering personalized discounts, and expanding marketing efforts to boost traffic and impact. This project laid the foundation for more data-informed, user-centric experiences across the brand’s digital ecosystem
My role was to:
- Help to collect and draft the requirements
- Brainstorm with the main stakeholders
- Define the user profiles, needs, frictions and goals
- Define the user flow
- Define the logic to display the proper results
- Create prototypes and wireframes
- Partner with the Data Scientist
- Produce the final UI
- QA as the project gets implemented
- Participate in daily standup with dev/tech team
- Follow up and help to track the project on Clubhouse
- Connect with the Back-End team and Front-End team to adapt the logic and fix edge cases and logic issues
Stakeholders
- Training and Education Specialist – CX Representative
- Director of affiliates program
- Full-Stack Data Scientist
- Dev Team (BE and FE)
- Brand Manager
- Technical PM
- CMO
Softwares and Tools
Clubhouse, Miro, Figma, Excel, Lambda test, Shopify, Full Story, GTM, Google Analytics.
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