Jasmeen Nijjar's UX Portfolio

Designing seamless experiences through strategic thinking and user-centred solutions

I enjoy crafting exceptional user experiences that are concentrated around user-centred design. This means I prioritise the user's needs, goals, and expectations at every stage of the design process. In my portfolio, you will find a range of projects showcasing my skills in user research, information architecture, prototyping and visual design for web and mobile apps used by millions of users worldwide. To learn more about the projects I have worked on and my design process, schedule a portfolio presentation.

Let’s work together

If you would like to schedule a portfolio presentation and learn more about the projects I have worked on, or discuss potential design opportunities, contact me via email.
An image of a user journey on a wall with post-it notes.

About me

My passion and expertise in UX design extend to my hobbies. In my spare time, I design and build websites for businesses, helping them establish a solid online presence, connect with their customers meaningfully, and stand out from their competitors. Another passion I have is strength training. I often challenge myself to improve my fitness and feel that this discipline carries over into my design work. I also enjoy language learning. I've been using language apps to learn French and Japanese and hope to one day converse with locals when travelling. And when I’m not working on design, I'm training my dog to do funny tricks.
Please have a look at my LinkedIn page for a complete list of agencies, start-ups and corporate environments I have worked with.
My skills set:
  • User Research
  • User Experience Design
  • User Interface Design
  • Service Design
Tools I use:
  • User Research
  • User Experience Design
  • User Interface Design
  • Service Design


"A more rigorous and methodical, practical and pragmatic designer than Jasmeen is hard to find. I hired Jasmeen on the back of her excellent work at City University's interaction lab. She went from strength to strength working on high profile projects, while constantly focussing on her growth and career development, working across desktop and mobile digital products.Her ability to drill down to the exact client and business requirements are second to none..."
- Head of UX at IG
"It was such a pleasure having Jas as part of our Selfridges team. She is an extremely talented UXer, supporting us on a number of high-profile projects from start to finish, leading all aspects from discovery to delivery. She had an extremely enthusiastic & positive attitude, rising to every challenge that came her way, always delivering to the highest standard. I wouldn't hesitate to bring her back if the opportunity were to arise."
- Head of UX at Selfridges & Co

Let’s work together

If you would like to schedule a portfolio presentation and learn more about the projects I have worked on, or discuss potential design opportunities, contact me via email.
An image of a user journey on a wall with post-it notes.

Selfridges & Co: Beauty Destination

Designing an online beauty destination to inspire, inform and educate customers.

Selfridges vision was to create an extraordinary beauty destination online. They wanted to create a place for new brand launches and global exclusives with a destination that inspires, informs, and educates its customers. My role in this project was leading the research, including planning research activities, synthesising information, and reporting insights to the business to guide future direction. This project moved quickly from solving various customer problems to having a new beauty destination built and in customers' hands within four months.
The process:
  • Defining the problem
  • Research activities
  • Insights
  • Wireframes & Prototyping
  • Usability Testing

1. Defining the problem

The beauty market is constantly growing, and for retailers like Selfridges, there was an opportunity to create unique and powerful beauty experiences in a new phygital space. In all four stores, Selfridges has over 30 beauty concessions offering domestic and international beauty enthusiasts advice, masterclasses and exclusive access to new products. However, the success of the in-store experiences has left the beauty destination falling short online, and when comparing the online destination to pure players, Selfridges struggles to compete.

To improve this and achieve a connected beauty experience where the physical and digital coexist in the same customer journey, the following metrics were explored: Acquisition, Revenue & Retention

2. Research Activities

How do we create an extraordinary beauty destination online? A place for brand launches, global exclusives and a destination that inspires, informs and educates?
To answer the question and better understand the needs of Selfridges beauty customers, I planned the following research activities.

Competitor Review

To understand the beauty pure players and how Selfridges currently compares, I did a competitor review of 12 digital beauty retailers, weighing up search attributes, PDP features and beauty content on site. The results of the competitor review helped to build discussion guides for the focus group sessions, where assumptions could be validated with real users.

Store walkthroughs

I visited six stores, including direct competitors and high-street retailers (Selfridges, Harrods, Liberty, John Lewis, Boots & Superdrug) to experience their in-store beauty destinations and see how they differ from Selfridges.

Focus groups (with ExperienceLab)

Working with ExperienceLab, I wrote discussion guides for UK, Shanghai and Dubai focus groups. In total, 32 beauty shoppers took part and gave insight into why customers prefer to buy beauty products in-store, their motivations and the challenges to buying beauty products online.

NPS & Call centre feedback

Throughout this project, there were constraints in speaking to existing Selfridges users. I managed to get around this by analysing feedback from NPS and the call centre to understand customers’ pain points post-purchase, in-store and online.

Content & expereince audit

Within the beauty world, brands successfully use social media to connect with influencers and consumers. I reviewed Selfridges content available to customers across various channels and assessed where improvements could be made.

Four key findings from the research conducted.

3. Inisghts

Rich & personal content

When discussing content, our research told us when customers browse for beauty, they do not look for celebrities or pristine imagery. Instead, customers prefer to see somebody that looks like them with blemishes, pores and of all skin shades, who they can relate to. Customers also believe the images used for colour swatches do not represent reality and are often untrustworthy. From the competitor reviews, it was noticeable more beauty retailers are embracing un-retouched images, and looking at new ways to display swatches of products such as AR and videos. Customers also said they don’t like to see assumptive recommendations on beauty sites. They want to see products tailored to them, and their skin.
“I want to see someone who I can compare myself with; I connect better with real people.”- London focus group.

Finding the right products

Spearfishing: Customer knows what they want

When customers know the products they want, they go to sites and use the search bar to find them. In the focus groups, customers said they don’t like to browse through categories and filter through products; they want to find the product they are after quickly and spend time exploring the details to make an informed decision.

Net fishing: Customer doesn’t know what they want

On the other hand, when customers don’t know what they want, they feel overwhelmed by the choices available. They don’t know where to begin and look for inspiration, engage with content online, and speak to friends to find relevant products.
“When I was starting out I was overwhelmed, I didn’t know where I was going to start if I was to enter into this beauty voyage” - London focus group

Added value & service

The most significant pain point for customers shopping for beauty online was the inability to try products before purchasing. Customers said they would only buy products they already knew worked for them or purchase low-value products to minimise the risk. If discounts, offers, or samples were part of the purchase, this would entice them to buy new products. Customers who frequently purchase with a retailer want to be thanked and rewarded, and when loyalty programmes aren’t available, customers look for alternative places to shop and reap the rewards.
“I would buy more first-time try products online, foundations and concealers IF, you could buy the product and then it came with a tiny tester. So it was almost like, try the sample before you open.”- London focus group

Validation by community

Customers are very wary about trusting recommendations from a brand or retailer. However, independent reviewers on social media and communities help customers make informed product choices, connect with like-minded shoppers, and talk about beauty without feeling like the brand is steering the conversation. In all the focus groups, customers said product reviews are imperative and give them honest and invaluable feedback from those who have bought and used the product.
“A brand is not going to let a really crap review sit on it’s website…
can a brand really review their own product honestly?”- London focus group- Dubai focus group
A journey to show how the insights layered onto a typical e-commerce journey.

4. Wireframes & Prototyping

Keeping in mind the targets, goals, and themes that emerged from the research, four key journeys were prioritised;

  • Spear fishing - focused on refining Selfridges existing features and search attribution
  • Net fishing - improving beauty content and inspiration
  • Beauty concierge - creating phygital experiences
  • New launches - creating opportunities for new brand collaborations and launches
To move quickly, I sketched solutions, cut each component and placed them together to create a low-fidelity paper prototype. This method worked particularly well in communicating solutions visually to stakeholders and provided the opportunity to make quick amends. After several iterations, I worked alongside a UI designer who produced high-fidelity designs whilst I translated these into a functional prototype in Axure.

Paper wireframes displayed on a wallPaper wireframes displayed on a wall
A mockup design of the new beauty destinationA mockup design of the new beauty destinationA mockup design of the new beauty destinationA mockup design of the new beauty destinationA mockup design of the new beauty destination

5. Usability Testing

Before handing over for development, it was essential to evaluate the design decisions made, check if we had addressed the customer’s pain points and if our assumptions were correct. Working with ExperienceLabs again, 60-minute usability testing sessions took place with 6 participants, selected based on their online shopping behaviours matched against our customer demographics. Participants were given tasks and asked questions as they walked through each journey. Below I have shared some of the key findings from the usability testing.

Participants found the list of new attributes valuable, in particular ingredients; however, labelling for some needed to be clarified and would need refinement. In addition, customers reiterated that when searching for a specific product, they are more likely to search for direct terms in the search bar than in the filter. This feedback sparked the need for further improvements in Selfridges search attribution.

With the improvements made to the product detail page, all customers were enthusiastic about the changes; in particular, customers commented on the level of product information displayed. However, it was noticeable most participants didn’t scroll to the end of the page, having seen all the information they needed to make an informed decision in the top half of the page. Of course, this observation can be challenged as this test was in a controlled environment with the risk of creating non-realistic user behaviour.

The content created to inspire and engage beauty enthusiasts received mixed feedback. Some participants felt the article was missing essential features such as images/videos on a range of skin tones, price listings and accessible links to related content to continue their inspiring journey. This feedback clarified photography was another area to prioritise and ensure that Selfridges uses content that includes diversity and reality of the products in the future.