CONTEXT
From Make(up)over to Market Impact
A major rebranding
In Q4 2024, Yves Rocher embarked on a major rebranding and the challenge was clear: refresh the brand’s image while creating a smoother, more modern customer journey that would drive engagement and increase conversions. I joined the team as a UX/UI Designer to redesign and update the Yves Rocher app specifically for Turkey.
Let’s start with a bit of context before getting into the heart of the topic.
Yves Rocher as a Botanical Beauty Brand
A French beauty brand that turns plants into wellness products. From growing and harvesting the ingredients to crafting and selling the final products, they control the whole process: ensuring quality, sustainability and fair prices.
Why Turkey Matters for Yves Rocher
Turkey is the brand’s second-largest market after France, a place full of potential but also unique challenges. Shopping habits here are different: customers use points systems, baskets, and special offers in ways that don’t exist in France.
It led us to a challenge that we have to solve.
THE MISSION
How can we personalize offers in the Turkish app to turn a rebranding into measurable growth in engagement and revenue?
Key Metrics for Driving Impact
IDEATION
Offer Proposals
We asked ourselves: How can we make personalized offers more engaging and effective in the app? To help customers feel more confident about completing their purchase, we looked for ways to improve interactions and create a smoother, more rewarding shopping experience.
SPECIFICITY
Turkish e-commerce habits
To optimize personalized offers in Turkey, we studied local shopping behaviors. We found three key insights: consumers are mobile-first, highly responsive to promotions, and react strongly to incentives. These habits shaped our approach, ensuring that offers are easy to access, compelling, and drive faster purchase decisions.
BEHAVIOR #1
Mobile-first shopping
+90 % of online transactions in Turkey are made via mobile apps.
BEHAVIOR #2
Price Sensitivity
Promotions are a primary driver of Turkish’s purchase decisions
BEHAVIOR #3
Loyalty Incentives
BENCHMARK
Making offers more attractive
We studied how other brands present promotions to uncover what makes them clear and engaging. These insights guided us in shaping more visible and impactful offers for Yves Rocher.
COUPON
It's located right before the cart summary
Trendyol
Confirmation message appears once the coupon is activated
Hepsiburada
SOLUTION V1
Boost purchases with personalized offers
With this feature, users are nudged from browsing to buying, turning every interaction into a meaningful step toward conversion.
Let’s see how it works!
01
HOMEPAGE
02
OFFER DETAIL
03
CART PAGE
04
GUIDANCE
05
VOUCHERS AND GIFT
USER TEST
Learning from Yves Rocher Customers
After rolling out our solution, our Team went to Istanbul to hear what cosmetics users thought about it for 4 full days.
GOAL #1
Understandability
Test whether users clearly grasp the offers, discounts and activation rules
GOAL #2
Discoverability
Check if users can easily find offers, coupons, and rewards in the app
GOAL #3
Actionability
To gain deeper insights into user habits, we interviewed 10 frequent Turkish Yves Rocher customers who regularly purchase cosmetics.
SOLUTION V2
Turning Engagement into Purchases
By refining the offer experience, we made it easier for users to see, activate, and trust promotions. This smoother flow increased clarity and boosted conversion potential.
01
CLICKABLE BANNER
02
GIVE THE OPTION
03
PRIVATE OFFERS IN THE CHECKOUT
04
WHAT’S NEXT?
Building a More Personal App Experience
By customizing promotions to fit what users like, we can make the app feel more personal and relevant. This will help users stay engaged and feel more connected to the brand because they see that their needs really matter. For the next step, we’d like to:
READY TO DIVE INTO ANOTHER WORK?
Keep your seatbelt fastened, the ride continues!
