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Reduced bounce rate by 29% through intuitive menu and UX refinements
Platform
Custom built
Website
Services Provided
User Interviews
Persona Development
User Journey Mapping
UI/UX Design
Problem
Bebeutiful, a beauty and skincare content platform by Hindustan Unilever (HU), was built to educate users through blog-style articles while guiding them to HU product pages. However, the platform struggled with:
Low engagement on content-to-product journeys
Unclear content categorization and navigation
A lack of user insight informing UX design decisions
Solutions
We created a user-centered strategy to improve navigation, structure, and discovery:
Conducted interviews, surveys, and persona mapping to understand user behavior, pain points, and expectations from beauty content platforms
Redesigned the site menu and category structure to reflect user needs, simplifying browsing across concerns, product types, and seasonal trends
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Suggested UX tweaks like inline product linking, bold CTAs, and modular content blocks to guide users from articles to recommended products more seamlessly
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Result
With research-driven changes and improved navigation, Bebeutiful recorded:
36%
Increase in product discovery interactions from editorial content
18%
Reduction in bounce rate across key blog categories
51%
Rise in category-based browsing after menu redesign