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blogue
Optimize the personalized beauty customization experience
date :
Oct 8, 2025
Omy Laboratoires, a Quebec-based personalized skincare brand, wanted to deepen its personalization approach to offer a smoother, more transparent, and better-aligned customer experience. The mandate entrusted to après-demain studio aimed to optimize the digital personalization journey—from the SkinIA skin analysis to product recommendations—by combining strategic rigor, field research, and experience design.
SkinIA is Omy Laboratoires’ artificial intelligence tool that analyzes the skin from a photo to recommend a fully personalized skincare formula. In just a few minutes, it detects various skin needs—such as dehydration, sensitivity, or dark spots—to suggest the most suitable ingredients. Combined with the option of a consultation with a skin expert, SkinIA makes personalization accessible and reinforces Omy Laboratoires’ promise: to offer each person a unique skincare routine grounded in science and a true understanding of their skin.
Objective
The main objective was to enhance the online personalization experience while defining a clear roadmap for the platform’s next phases of evolution.
The mandate aimed to simplify and enrich the user journey, better highlight the complementarity between SkinIA and video consultations, and prioritize improvements based on customer impact and technical feasibility.
Our approach
1. Diagnosis of the current experience
We began with an in-depth analysis phase:
Interviews with internal stakeholders (marketing, technology, design, and customer service).
Analysis of usage data and SkinIA performance metrics.
Review of personalization pages and identification of friction points throughout the journey.
This stage helped clarify key challenges: understanding of the value proposition, consistency of the journey, perceived reliability of recommendations, and integration of human consultation within a technological process.
2. Co-creation and user validation
We organized a collaborative user journey mapping workshop to define the ideal experience, followed by the creation of wireframes and user interviews with recent Omy Laboratoires customers.
These sessions revealed:
High overall satisfaction with the current experience, but areas of confusion regarding product categorization.
A need for clearer explanations of the personalization logic and SkinIA’s role.
A desire for more guided support after purchase.
3. Strategy and action plan
Based on these insights, we structured a strategic roadmap around three key improvement areas:
Introduction to Omy Lab and personalization — better explain the concept and process right from the homepage.
Product offer clarification — clearly distinguish personalized products from complementary ones, and enable navigation by needs or skin types.
Transparency and trust — make SkinIA’s functioning more explicit, introduce live chat with an expert, and provide better context for recommendations (e.g., formulas, ingredients, results).
Each initiative was prioritized according to its impact on the user experience and technical feasibility, creating a strong foundation for the next implementation phase.
Results and deliverables
The mandate concluded with the creation of an ideal customer journey map, a detailed synthesis of user insights, and a strategic action plan outlining short-, medium-, and long-term priorities. These deliverables translated the research findings into concrete recommendations—both in terms of UX design and the content of SkinIA’s interaction touchpoints—providing Omy Laboratoires with a clear and pragmatic vision for the next steps in its digital evolution.
Impact
This mandate enabled Omy Laboratoires to structure the next iteration of its personalization platform, identify key levers to improve conversion and retention, and align its internal teams around a shared, cohesive vision of the customer experience.