Growth to Become a D2C Unicorn
Growth to Become a D2C Unicorn
Growth to Become a D2C Unicorn
First in-house design hire
2019-2021
First in-house design hire
2019-2021
First in-house design hire
2019-2021
Function of beauty sell customized haircare online. Customer takes a quiz to customize shampoo’s base, ingredients, fragrance, and color. The company is one of the earliest pioneers of the online quiz trend for personalized customer experiences.
As the 1st hired UX/UI designer, I redesigned almost every flow of functionofbeauty.com, Including checkout, subscription, accounts, navigation, product pages, review and gifting experience.I also established the first design system.
Function of beauty sell customized haircare online. Customer takes a quiz to customize shampoo’s base, ingredients, fragrance, and color. The company is one of the earliest pioneers of the online quiz trend for personalized customer experiences.
As the 1st hired UX/UI designer, I redesigned almost every flow of functionofbeauty.com, Including checkout, subscription, accounts, navigation, product pages, review and gifting experience.I also established the first design system.
Function of beauty sell customized haircare online. Customer takes a quiz to customize shampoo’s base, ingredients, fragrance, and color. The company is one of the earliest pioneers of the online quiz trend for personalized customer experiences.
As the 1st hired UX/UI designer, I redesigned almost every flow of functionofbeauty.com, Including checkout, subscription, accounts, navigation, product pages, review and gifting experience.I also established the first design system.
In 2020, the company decided to expand its portfolio to include skincare. Known as a haircare brand, how would we launch an entirely new skincare category without sacrificing haircare sales? I need to have a deep understanding of business goal and constraints to define my design goals.
In 2020, the company decided to expand its portfolio to include skincare. Known as a haircare brand, how would we launch an entirely new skincare category without sacrificing haircare sales? I need to have a deep understanding of business goal and constraints to define my design goals.
I worked with the growth team to map digital acquisition channels and plan launch day. I designed landing pages to target existing customers and new customers, optimizing engagement and conversions.
I worked with the growth team to map digital acquisition channels and plan launch day. I designed landing pages to target existing customers and new customers, optimizing engagement and conversions.
Skin Quiz 1/4 -3 /4
Skin Quiz 1/4 -3 /4
Skin Quiz 4/4, the page that converts
Skin Quiz 4/4, the page that converts
Two months after launch, company got $150M series B funding.
Two months after launch, company got $150M series B funding.
Two months after launch, company got $150M series B funding.
Daorong Fang
2025