Enhancing the Beauty Journey: Digital INNOVATION at Ulta Beauty
Ulta Beauty is a leading beauty retailer known for its expansive assortment, in-store discovery experience, and strong brand partnerships. At the time of this engagement, Ulta was exploring how digital signage could enhance product storytelling, promotions, and customer guidance without overwhelming the physical retail environment. As part of a pilot initiative, Ulta partnered with our team to test how digital experiences could elevate in-store engagement, improve promotional agility, and support a more dynamic beauty shopping journey.ULTA BEAUTY IN-STORE DIGITAL EXPERIENCE
SKILLS & SUbject Matter
USER JOURNEY STRATEGY • CONTENT OPERATIONS • PILOT STRATEGY
Personalization Strategy • In-Store Digital Experiences
overview
For this initiative, I supported the end-to-end delivery of a digital signage pilot across 15 Ulta Beauty locations nationwide. The pilot tested digital touchpoints across key areas of the store, including in-store promotional displays, product storytelling surfaces, entry and window signage, and high-traffic retail zones designed to influence discovery and conversion.
My work focused on leading the pilot and content strategy for a visually rich, brand-driven retail environment. This included defining how digital signage could support product launches, brand campaigns, and seasonal moments while remaining flexible, intuitive, and operationally manageable at scale. The engagement required close collaboration across design, engineering, content, and retail operations teams to ensure the pilot balanced innovation with real-world store constraints.
My work included:
Program-managed the development and delivery of a 15-store digital signage pilot across Ulta Beauty locations nationwide
Led content strategy and development to support dynamic, campaign-driven digital signage
Defined content approaches for product storytelling, brand features, and promotional moments within the store
Supported seasonal promotions and new product launches through coordinated digital deployments
Partnered closely with design, engineering, content, and retail operations teams to align digital execution with brand standards and in-store workflows
The pilot demonstrated how digital signage could enhance Ulta Beauty’s in-store experience by adding flexibility, visual storytelling, and speed to promotional execution. By testing multiple store environments and use cases, the initiative provided Ulta with a clearer view of how digital could support beauty discovery, brand partnerships, and seasonal marketing at scale.