Redesigning the NPS Feedback Experience for L’Oréal Luxury Brands
Launched B2C Project
As part of the global CRM team at L’Oréal, I worked on improving the NPS (Net Promoter Score) feedback experience for luxury brands such as Lancôme and YSL. The goal was to increase user response rates and gather more meaningful feedback across multiple markets.
My role
Product Manager
UX Designer
Team
2 Project Managers
4 Developers
Time duration
Jun - Aug 2025
Problem
Visually outdated and inconsistent with brand aesthetics
Hard to complete on mobile, especially across multilingual markets
Weak brand presence in a brand-critical moment
Lacked tailored and localized follow-up logic
Impact
+35%
increase in completion rate (JP & AU markets)
+23%
increase in open-ended comments with actionable insights
-18%
reduced bounce rate on first question screen
My Contribution
Question Logic Flow
• Reworked the branching structure based on the NPS score (e.g., promoters get asked different follow-ups than detractors)
• Aligned follow-up questions with specific moments in the customer journey (e.g., post-purchase vs. loyalty program interaction)
• Collaborated with CRM stakeholders to ensure feedback was actionable for local teams
Visual & Interaction Design
• Designed a clean, mobile-friendly UI aligned with brand guidelines (Lancôme, YSL)
• Streamlined user flow to reduce friction and cognitive load
• Improved the sense of “personal touch” to increase completion rate
Design Process
Identify Existing Problems (Audit & Analysis)
I began with mapping out the current questions in a spreadsheet.
And from the question mapping sheet, summarized into the current question flow
Metrics
Value
Notes
Completion Rate
42%
Many users dropped off at the first or second screen, especially on mobile
Bounce Rate
38%
Users exited after reading the intro message without interacting
Mobile Completion Rate
29%
Long paragraphs, unclear buttons, and poor layout caused drop-offs
Open-Ended Field Skipped
62%
Generic prompt ("Tell us more") didn’t motivate users to type
From the flow and the related data metrics, I identified the following problems and opportunity areas:
Repetitive structure: almost every step uses the same generic question style
No branching logic based on sentiment (Promoter / Detractor / Passive)
Uses internal terms like “GWP” or “Beauty Advisor” without localization
Optional feedback field often underused due to vague wording
No personalization across region, product category, or loyalty level
Redesign the Question Flow
Goal: Capture more meaningful insights by tailoring the survey logic to different user sentiments and purchase contexts.
Final Design:
Localized NPS System with Brand-Aligned Visual
We redesigned the NPS experience to be brand-aligned, mobile-friendly, and emotionally attuned, adapting question flow, tone, and interface across multiple luxury brands including Lancôme, YSL, and more
Clearer and More Elegant Interaction Flow
Better Mobile Experience
UX Writing with Brand Voice
Brand-Aligned Visual System
Close-the-Loop Design
Learnings and Reflections
Designing for Emotion in Feedback Systems
Redesigning the NPS experience taught me how to move beyond transactional survey design and build flows that invite trust, empathy, and emotional honesty. I learned that even a short interaction, like a survey, can feel human when the copy is warm, the flow is respectful, and the visuals align with brand identity.
Bridging Global Consistency with Local Sensitivity
Working across multiple markets (AU, JP, KR) made me aware of the cultural nuances in how users respond to feedback prompts. I learned to balance global brand structure with localized language, tone, and logic, ensuring every user feels understood, regardless of region.
Elevating Visual UI to Reflect Brand Values
The original NPS interface was generic and disengaging. Through this redesign, I saw how UI decisions, like typography, layout, tone, motion can extend a brand’s emotional presence. Every screen became an opportunity to reinforce values like elegance, care, and attention to detail.
Designing for Operational Impact
Introducing close-the-loop mechanisms helped me better understand how UX decisions connect to internal workflows, from CRM systems to customer service pipelines. Good feedback design is not just about collecting better data, but about activating that data in ways that improve the full user journey.
Redesigning the NPS Feedback Experience for L’Oréal Luxury Brands
Team
2 Project Managers
4 Developers
Time duration
Jun - Aug 2025
My role
Product Manager
UX Designer
As part of the global CRM team at L’Oréal, I worked on improving the NPS (Net Promoter Score) feedback experience for luxury brands such as Lancôme and YSL. The goal was to increase user response rates and gather more meaningful feedback across multiple markets.
Launched B2C Project
Problem
Weak brand presence in a brand-critical moment
Lacked tailored and localized follow-up logic
Visually outdated and inconsistent with brand aesthetics
Hard to complete on mobile, especially across multilingual markets
Impact
+35%
increase in completion rate (JP & AU markets)
+23%
increase in open-ended comments with actionable insights
-18%
reduced bounce rate on first question screen
My Contribution
Question Logic Flow
• Reworked the branching structure based on the NPS score (e.g., promoters get asked different follow-ups than detractors)
• Aligned follow-up questions with specific moments in the customer journey (e.g., post-purchase vs. loyalty program interaction)
• Collaborated with CRM stakeholders to ensure feedback was actionable for local teams
Visual & Interaction Design
• Designed a clean, mobile-friendly UI aligned with brand guidelines (Lancôme, YSL)
• Streamlined user flow to reduce friction and cognitive load
• Improved the sense of “personal touch” to increase completion rate
Final Design:
Localized NPS System with Brand-Aligned Visual
We redesigned the NPS experience to be brand-aligned, mobile-friendly, and emotionally attuned, adapting question flow, tone, and interface across multiple luxury brands including Lancôme, YSL, and more
Clearer and More Elegant Interaction Flow
Better Mobile Experience
UX Writing with Brand Voice
Brand-Aligned Visual System
Close-the-Loop Design
Learnings and Reflections
Designing for Emotion in Feedback Systems
Redesigning the NPS experience taught me how to move beyond transactional survey design and build flows that invite trust, empathy, and emotional honesty. I learned that even a short interaction, like a survey, can feel human when the copy is warm, the flow is respectful, and the visuals align with brand identity.
Bridging Global Consistency with Local Sensitivity
Working across multiple markets (AU, JP, KR) made me aware of the cultural nuances in how users respond to feedback prompts. I learned to balance global brand structure with localized language, tone, and logic, ensuring every user feels understood, regardless of region.
Elevating Visual UI to Reflect Brand Values
The original NPS interface was generic and disengaging. Through this redesign, I saw how UI decisions, like typography, layout, tone, motion can extend a brand’s emotional presence. Every screen became an opportunity to reinforce values like elegance, care, and attention to detail.
Designing for Operational Impact
Introducing close-the-loop mechanisms helped me better understand how UX decisions connect to internal workflows, from CRM systems to customer service pipelines. Good feedback design is not just about collecting better data, but about activating that data in ways that improve the full user journey.