Multi-Brand Mobile App UX Case Study
Beauty Angel
UX/UI | Android, IOS | JUN 2018 - NOV 2018
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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
UX Designer (In-house)
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
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
Integrated Service Ecosystem
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
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
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.
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