UX/UI | Android, IOS | JUN 2018 - NOV 2018

Beauty Angel

Multi-Brand Mobile App UX Case Study

Beauty Angel is a multi-brand mobile app developed for Amorepacific Luxury Brand Division, integrating Sulwhasoo, Hera, Amorepacific, and Primera into a unified customer experience.

The project focused on improving usability while maintaining premium brand consistency across multiple luxury brands.

Timeline : June 2018 - November 2018
Platform : Android, IOS
My Role : In-house App Designer (Brand-side UX Lead)

My Role

I worked as an in-house App Designer, collaborating closely with an in-house Product Manager and an external app development agency.

While the PM owned overall project coordination, my responsibility was to review, guide, and validate UX/UI decisions, ensuring alignment with brand standards, usability, and user experience quality.

Key Responsibilities

Reviewed UX/UI outputs from the external app agency
Provided UX feedback in collaboration with the in-house PM
Validated information architecture and navigation structure
Ensured consistent UX across four luxury brands
Translated internal brand and business requirements into UX feedback
Conducted UX and design quality checks before final release

Design Goals

Defined UX principles to balance brand identity and usability across four luxury brands.

Create a unified UX system across multiple luxury brands
Improve content discoverability without compromising brand identity
Reduce navigation complexity in high-frequency user flows
Support both customer-facing and in-store staff use cases

Construction

Design Process

Service Ecosystem Perspective

The UX was designed to support three interconnected user groups:

Customers: product discovery, loyalty benefits, and engagement
In-store staff: faster consultation and brand communication
Brand teams: consistent digital representation across brands

I ensured that each user group’s needs were clearly reflected in the UX structure and interactions.

UX & UI Direction

Focused on reducing cognitive load while preserving premium brand expression.

Unified navigation and layout structure across brands

Limited navigation depth to two levels to reduce cognitive load
Improved access to high-frequency features (e.g. My Page, Membership)
Ensured usability without compromising luxury brand identity

Navigation & Menu Structure

Simplified navigation to reduce cognitive load
Limited depth to a maximum of two levels
Improved access to high-frequency features (My Page, Membership)
Reviewed category and brand grouping for clarity and scalability

Core Features Reviewed

Integrated product search and discovery flows
Review visibility at both list and detail levels
Unified review UI across product detail pages
Improved purchase transparency with digital receipts

Engagement & Retention UX

Daily engagement mechanics (attendance, mini-games)
App-exclusive events and promotions
Brand service booking flows (counseling, makeup, scalp care)
UX clarity for reward-based interactions

Admin Dashboard (UX Review)

Reviewed UX for an internal dashboard used by brand managers to:

Monitor promotions and campaign performance
Track participation and engagement metrics
Manage brand-level content efficiently

Outcome & Impact

Improved UX consistency across four luxury brands
Reduced navigation complexity and user confusion
Established a scalable multi-brand UX framework
Strengthened collaboration between brand teams and external developers

What This Project Demonstrates

Brand-side UX leadership
Experience collaborating with external agencies
Strong information architecture and system thinking
Ability to balance brand identity with usability

In-house app designer responsible for UX review and design quality, collaborating with an in-house PM and an external agency on a multi-brand luxury mobile platform.

Brand System & Visual Extensions

A modular logo representing balance, cohesion, and multi-brand integration

Beauty Angel
– Unity Mark

Beauty Angel
– Wing Mark

A typographic logo abstracted from the letter “b,” symbolizing angel wings and approachability.

Brand
Frequency Event
Visual Design

Visual design for brand frequency event campaigns across AMOREPACIFIC cosmetics brands.

Reservation
Service Visual
Content Design

Visual content design supporting reservation-based services for AMOREPACIFIC cosmetics brands.

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