Mobile UX/UI / 2020
Fenty Beauty
Mobile UX/UI Strategy
A brand-driven mobile experience that simplifies complexion discovery through intuitive UX and unmistakably Fenty storytelling, built for Gen Z shoppers who expect to be guided, not tested.
- Client
- Fenty Beauty
- Focus
- Mobile UX/UI + Visual Identity
- Role
- Brand Design • UX/UI • Creative Strategy • Prototyping
- Output
- Shade Quiz • Get the Look • PDP System • Prototypes
02 / Challenge
Challenge
Fenty already owned a bold, inclusive voice. The task was extending it into a mobile-native journey that felt personal, shoppable, and educational rather than transactional.
Opportunity
Complexion discovery is where beauty shoppers stall. The opportunity was to make finding a match feel like guidance from the brand, filtering by skin goals instead of product specs so no answer ever becomes a dead end.
My Role
Led brand design, UX/UI, and creative strategy, translating Rihanna's conversational tone into flows, an inclusive visual system, and interactive prototypes.
03 / Strategy
Experience Strategy
The experience leads with skin goals, keeps the brand voice in the microcopy, and treats inclusivity as a design principle rather than a marketing claim.
04 / Visual Language
Visual Language
An inclusive, accessible language: warm complexion-inspired tones held against high-contrast black and white, set in a clean Helvetica system that keeps the brand bold and legible.
#C6AAA4
#E8C0A8
#000000
#FFFFFF
Rationale
Complexion-inspired tones make the palette feel like the customer, while ADA-compliant contrast keeps typography legible. One clean type system does the structural work so Fenty's voice can lead in the copy.
05 / Shade Quiz
Shade Quiz Experience
The quiz leads with how skin behaves, undertone checked against wrist veins, then a selfie to fine-tune, so an uncertain answer still moves the journey forward.
Undertone Visual Selector
An inclusive skin-model reference guides match accuracy and keeps the language visual, not clinical.
06 / Prototypes
Interactive Prototypes
Three flows show the refined mobile UX in motion, from first impression to a clear pathway into the quiz to results that are easy to act on.
07 / Brand Meets Experience
Brand Meets Experience
Across screens, the system translates Fenty's inclusive voice into every interaction, closing the loop from quiz logic to shade names, finishes, and add-ons.
Get the Look
Editorial-meets-ecommerce energy makes the results screen feel personal and shoppable rather than transactional.
08 / Outcome
Outcome
A mobile-first experience that does not just look like Fenty, but feels like Fenty, turning emotion into conversion while honoring inclusivity and scale.
Extended Rihanna's voice into flows, microcopy, and interactions instead of surface styling.
Skin-goal logic and diverse references made match accuracy feel personal to every user.
Removing dead ends turned discovery into a confident, shoppable decision.
Reflection
This project reinforced how much a strong identity can direct behavior, not just decorate it. By centering education, inclusivity, and confidence in the mobile experience, I learned to let brand values guide the flow itself, translating a bold, empowering voice into a journey that feels personal, expressive, and scalable for mobile-first audiences.