Jones Road’s Miracle Balm Custom Quiz Increased Conversions and Boosted Personalization
Brand: Jones Road Beauty
Product Focus: Miracle Balm Shade & Match Quiz
Objective: Create a personalized quiz funnel that guides customers to the perfect shade and product combination — increasing conversions, reducing returns, and deepening engagement with personalized recommendations.
The Challenge
Jones Road Beauty — a clean, minimalist beauty brand born from Bobbi Brown’s legendary expertise — needed to bridge the gap between high-intent shoppers and right product selection online. Without in-store consultations, many customers struggled to select the correct shade or product formula, especially for complexion products like Miracle Balm. This friction led to:
Higher hesitation before purchase
Lower conversion rates from product pages
Product returns due to mismatched shades or misunderstandings
To solve this, Jones Road launched a personalized quiz experience for Miracle Balm that mirrors the bespoke feel of in-person expert guidance — at scale.
The Solution: Customized Quiz Funnel Experience
Instead of generic product pages, Jones Road built an interactive funnel that:
Educates while it engages
The quiz begins with approachable questions about a shopper’s skin type, skin concerns, and desired effect — just like a makeup artist would ask in-store. This style of questioning helps reduce choice overload and builds trust early in the experience.
Collects zero-party personalization data
Each completed quiz response becomes zero-party data — voluntarily shared by users — enabling deeper personalization in both the product recommendation and subsequent marketing follow-ups.
Delivers tailored product & shade matches
Once a user finishes the quiz, they receive a personalized recommendation page including:
A recommended Miracle Balm shade
Perfect complementary products
Suggested routine steps
…and the option to add everything straight to cart.
My Role:
As the UX and Visual Designer, I led the end-to-end design of the personalized quiz funnel, translating the in-store consultation experience into an intuitive, high-converting digital flow. I defined the quiz structure, logic, and information hierarchy, and designed a clean, editorial-led interface that stayed true to the brand’s minimalist aesthetic. I crafted conversational microcopy and visual cues to educate users while maintaining momentum toward conversion, ensuring the experience felt guided and confidence-building rather than transactional. I also designed the personalized results and recommendation screens with a focus on clarity, trust, and add-to-cart intent, partnering closely with engineering and marketing to ensure quiz insights seamlessly powered product recommendations and downstream personalization across PDPs, email, and SMS.
Results:
While Jones Road hasn’t publicly shared total revenue figures, the impact of this quiz funnel has been widely reported across multiple sources with strong performance indicators:
✔️ Hundreds of thousands of leads generated — Jones Road’s quizzes have driven more than 800,000 email leads, fueling long-term engagement.
✔️ High completion and conversion rates — some quizzes, including shade finders like Miracle Balm, achieve conversion rates up to ~20%, outperforming standard PDP interactions.
✔️ Lower return rates — by guiding customers to the right shade and product fit, return rates decline, improving profitability.
✔️ Stronger segmentation and re-engagement — quiz responses feed personalized post-quiz flows that outperform generic marketing drips.
