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End-to-end experience & service design

Creating personas and customer journeys for a new online skincare brand

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

TL;DR

Challenge

The client needed clear audience definitions to shape their digital funnel pre-launch.

Approach

I ran stakeholder interviews, a segmentation survey, and 15 IDIs with skincare-engaged women.

Insight

We uncovered only two valid personas — debunking a key assumption — and mapped their journeys.

Impact

Focused content strategy, better funnel planning, and cross-team alignment.

Context

A new digital-first skincare brand was gearing up for launch. While the product and branding were ready, 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 this up.

Approach

I led the research from scoping to delivery as the sole UX researcher.  This 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 nabled stronger alignment between product, content, and marketing teams

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, but also shaped product positioning and funnel priorities.

Visuals (Blurred)

Check out my other projects

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Professional coffee systems

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Parcel delivery app for end users

UX foundations for early-stage streaming app
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Subscription-based SaaS platform

Not sure what you need?

Understanding your users, testing ideas, strategic guidance — it’s all on the table. Let’s talk and see what fits.

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Let’s connect. Whether you just want to say hi, need someone to jump into a specific phase, or are thinking about a bigger project — feel free to reach out. I’ll get back to you soon.

Programa de ayudas para la digitalización de pequeñas empresas, microempresas y personas en situación de autoempleo, dentro del programa KIT DIGITAL, regulado en la orden ETD/1498/2021, de 29 de diciembre por la que se aprueban las bases reguladoras de la concesión de ayudas para la digitalización de pequeñas empresas, microempresas y personas en situación de autoempleo, en el marco de la Agenda España Digital 2025, el Plan de Digitalización Pymes 2021-2025 y el Plan de recuperación, transformación y resiliencia de España – financiado por la Unión Europea – Next Generation EU (Programa Kit Digital).