Redesign SeneGence E-commerce Mobile Application

Elevating the Digital Shopping Experience through Intuitive UI/UX, Seamless Navigation, and Performance Optimization

High Fedility Mockups AdobeXD File

Project Overview

Client: SeneGence
Platform: Mobile App (iOS & Android)
Role: Lead UX/UI Designer
Focus Areas: Product Discovery • Navigation • Unified Experience • Checkout Optimization

SeneGence is a globally recognized beauty and skincare brand known for its innovative, high-performance cosmetics and strong distributor network. The company serves both customers and independent distributors through its digital platforms, including mobile applications and a website.

Despite its strong brand presence, SeneGence faced critical usability challenges across its mobile app ecosystem, which prompted the need for a comprehensive redesign.

Challenge: A Fragmented App Experience

SeneGence operated four separate mobile applications, each designed for a specific purpose:

SeneShop – Product purchasing
SeneDot – Distributor tools and management
SeneLook – Makeup tutorials and looks
SeneBeauty – Skincare education and content

While each app served a distinct function, this fragmentation created major usability issues:

Users struggled to navigate between apps

Inconsistent UI patterns caused confusion
Product discovery was inefficient
Cart management and checkout were cumbersome
Overall experience felt disconnected and overwhelming

This resulted in user frustration, low engagement, and negative app store reviews, clearly indicating the need for a unified and streamlined solution.

Why Redesign?

The redesign initiative was driven by three core goals:

Simplify navigation across the app ecosystem
Improve product discovery and browsing experience
Create a seamless, unified experience for both customers and distributors

The objective was not just visual improvement, but a holistic UX transformation that aligned with user expectations and business goals.

Understand User Needs

To understand user motivations, behaviors, and pain points, we conducted qualitative and quantitative research with both customers and distributors across the SeneGence ecosystem.Research Methods:

User interviews with customers and distributors
Online surveys
App store review analysis
Usage pattern evaluation

User InterviewsUser interviews were conducted with customers and distributors to understand how they interact with the SeneGence app ecosystem, what frustrates them, and what they expect from a unified experience.Participants:

Customers: 5 users
Distributors: 6 users (casual + serious)
Format: Semi-structured interviews (30–40 mins)

✒︎ User interviews revealed that both customers and distributors struggled with fragmented experiences, unclear navigation, and inefficient task completion. Customers wanted faster product discovery and checkout, while distributors needed centralized tools, training, and performance visibility. These insights directly shaped the unified, task-based app experience.

User Interviews Key Insights

User Interview Key Findings

User Personas

Based on research findings, three primary personas were identified to represent SeneGence’s core user groups.

What We Want Our Users To Do

Using personas as a foundation, we defined key user goals that the redesigned app should support.Core User Goals

Discover the right beauty products quickly
Learn through tutorials, content, and training
Purchase products with minimal friction
Manage distributor tasks without switching apps
Share products and content easily
Track performance, rewards, and progress

These goals directly informed feature prioritization and navigation structure.

Cometative Analysis Insights

Competitors offered stronger personalization and recommendation systems
Virtual try-on was either missing or limited across most platforms
Checkout and order tracking experiences were consistent industry standards
Accessibility support was generally weak across competitors
Distributor-focused experiences lacked a unified and intuitive flow

Feature Prioritization

I used a RICE framework (Reach, Impact, Confidence, Effort) to assess each feature objectively:

Reach (R/10) – How many users will benefit?
Impact (I/10) – How much value will it deliver?
Confidence (C/10) – How sure are we about the impact?
Effort (E/4) – How much design & development effort is required?

This approach helped focus first on high-impact, low-effort features that directly addressed user pain points, while planning secondary and future features for later phases.

Information Architecture (Customer App)

Based on research insights, user goals, and feature prioritisation, I designed the Information Architecture for the Customer App to transform a fragmented experience into a clear, shopping-first structure. High-priority MVP features such as Home, Shop, PDP, Cart, and Checkout were surfaced in the primary navigation, while secondary features were intentionally de-scoped to reduce complexity. This approach streamlined product discovery, improved navigation clarity, and ensured a scalable foundation for future enhancements.

Visual Designs

The visual design phase focused on enhancing the Customer App experience while staying aligned with SeneGence’s existing brand guidelines. Without introducing a full rebrand, I modernized the interface by improving clarity, usability, and visual consistency. To support scalability, I created a structured component library defining core UI elements—colors, typography, buttons, navigation patterns, cards, icons, and spacing—ensuring a unified visual language across all customer-facing screens while remaining flexible for future enhancements.

With a clear understanding gained from research insights, feature prioritization, and Information Architecture, I proceeded to create high-fidelity designs aimed at enhancing usability, visual hierarchy, and overall user experience. The ‘Before and After’ comparisons illustrate key improvements, including simplified navigation, a cleaner layout, and more streamlined workflows. These redesigns not only align with the established design system but also improve readability, accessibility, and task efficiency for users.
Before

After

Prototype

To bring the high-fidelity designs to life and validate the user flows, I developed an interactive prototype. This prototype demonstrates the core workflows, navigation, and interactions, allowing stakeholders and users to experience the redesigned interface in a realistic context.

Summarise:

This case study demonstrates an end-to-end design process, beginning with research to identify customer pain points and opportunities. The key issues observed on the customer side were addressed through feature prioritization and a well-defined Information Architecture, ensuring clarity and ease of use. These insights guided the creation of high-fidelity designs focused on improving usability, visual hierarchy, accessibility, and workflow efficiency. The redesigned solution was validated through user testing, where MVP 1 received positive feedback, confirming improved task completion, clearer navigation, and an overall better user experience. An interactive prototype further brings the solution to life, showcasing simplified and intuitive user journeys aligned with the brand design system.

Thank you for taking the time to review my case study — I truly appreciate your interest and attention. 😇

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