Coty Inc.
Finding the perfect
scent for you
Finding the Best
Fragrance for You
A digital fragrance discovery tool for Coty — guiding customers from "I don't know what I want" to confident purchase.
Fragrance is impossible
to buy online.
You can't smell a JPEG. Customers abandoning fragrance pages was the highest of any Coty category. The challenge: create a discovery experience as rich as talking to a counter expert.
Understanding how people
actually talk about scent
Ran interviews with fragrance enthusiasts and novices. Found that people describe fragrance through feeling and memory — not notes. Designed the quiz around emotional language, not product attributes.
A guided quiz that felt like
a conversation, not a form
Designed a multi-step discovery quiz with adaptive branching. Each answer revealed more about the user's preferences, building a scent profile that surfaced 3 personalised recommendations.
No research budget.
Shipped in half the time.
The original project timeline was cut in half and the research budget was eliminated in the same week. Instead of stopping, I redesigned the research plan — guerrilla interviews at Boots with £0 budget, rapid paper prototype testing, and a single-day synthesis sprint. We validated the core quiz mechanic in 4 days and hit the revised launch date.