MAC Buy Online Pickup In Store & Same Day Delivery
Bruna Calheiros spearheaded UX/UI Design two of ELC most important omnichannel initiatives. These initiatives were designed to meet the growing demand for convenience and immediacy in customer purchasing behavior.
Especially following the COVID-19 pandemic, 56% of consumers now prefer to buy online and pick up in-store.
Additionally, 61% of shoppers expect same-day delivery options, making these projects essential for the company's continued competitiveness.
These initiative were a collaborative effort between the online and in-store teams, providing customers with real-time inventory visibility and enabling them to purchase items online and pick them up in-store or get it delivered within two hours.
Case Study: Omnichannel Initiatives for The Estée Lauder Companies
MAC BOPIS
BOPIS was initially piloted at MAC stores in New York and Washington, D.C., allowing customers to purchase online and pick up their items in-store within two hours. This project required seamless collaboration between online and in-store teams, ensuring that real-time inventory visibility was accurate and accessible to customers. Bruna's role was crucial in designing a user-friendly, efficient & seamless checkout and inventory experience that reduced friction, enhanced usability, and increased customer satisfaction.
Same-Day Delivery
To cater to the demand for immediacy, Bruna also led the UX & UI design for the Same-Day Delivery service. This initiative allowed customers to place orders and receive them within hours, further improving the convenience of online shopping. The complexity lay in creating an intuitive experience that could handle the logistics of real-time delivery, while maintaining brand consistency across multiple touchpoints.
White-Label Design for Global Rollout
Bruna’s work didn’t stop at MAC. The success of these initiatives prompted the creation of a white-label template, allowing for the rapid deployment of BOPIS and Same-Day Delivery across other major Estée Lauder brands globally. The backend remained consistent, but the front-end was customizable, enabling individual brands to tailor the user experience to their specific needs while leveraging the same core infrastructure. This approach dramatically reduced development time and accelerated time to market.
Collaboration & Cross-Departmental Leadership
Throughout both projects, Bruna collaborated with the global brand team, omnichannel team, engineers, and QA to ensure seamless execution. Her ability to balance complex stakeholder needs while delivering an intuitive and scalable solution was key to the success of both initiatives, positioning Estée Lauder Companies as a leader in omnichannel retail experiences.
These groundbreaking projects have redefined convenience for ELC customers, enhancing both the in-store and online experiences, and solidifying Bruna's role as a pivotal designer in driving the company’s global omnichannel strategy.