Reflection point on ULTA beauty app patterns and flows

Online shopping is extremely popular nowadays. If we look at the statistics 69% of Americans have shopped online, and 25% of Americans shop online at least once per month. The majority (59%) of these shoppers bought clothing items, and 47% bought their first item on Amazon.

I prefer online shopping over in-store. I always like to see what the shop has without having to drive there. Especially with the beauty products, that have your eyes running from shelf to shelf in confusion. So, for all my beauty needs, I use the ULTA app.

When I open the app my usual user flow would start with me searching for the product I need, if I know what I want, or checking the featured products of the month, if I don`t. Both of those patterns are displayed on the home page, making it convenient for the user like me. After I find the product I need, I open the product description page, look at the pictures, descriptions and reviews, and after, I hit the “add to bag” button. After I add all the needed products to the bag I can proceed to checkout.

Let`s talk about the most useful patterns that I`ve seen on the app. We`ll start with the one I use the most, global search. ULTA beauty is a big company that offers a whole range of products for beauty and home. So, global search is a pretty useful pattern for new users of the app or for those who know exactly what they`re looking for.

For those shoppers who are not sure what the app has to offer in brands, filter pattern comes in to help navigate through the different product categories. Users can search through different collections, sales, new arrivals, etc, as shown above.

There are so many patterns that can be discussed in the detail, that makes this app useful and convinient for me. But, lets wrap it up with my other favorite patterns, that can make any app, with a lot of content, look aestaticly pleasing and simple. Carosel pattern! It`s charming for me, to be able to swipe left and right through the product category.

ULTA beauty app makes it fun and entertaining for me to shop. There are also ratings, reviews, favorite folders, discounts and point system in the app. What else can a girl ask for?

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