Peiying

Feng

As in who's pay-ing

for dinner. :)

About

✽

Select Case Studies

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Contact

Peiying

Feng

As in who's pay-ing

for dinner. :)

About

✽

Select Work

✽

Contact

Saie Beauty

Saie Beauty

Saie Beauty offers clean makeup that looks as good as it feels. Since launching in 2019, they’ve prioritized high-performance formulas, sustainable packaging, and good-for-you ingredients. I’ve worked on their site since day one—over five years of continuous optimization, feature development, and launches that supported both rapid growth and brand evolution.

Here are a few highlights from my work helping scale Saie from a newly launched brand to a multi-million dollar business through conversion-driven, backend-smart solutions.

Apps & Integrations

✽ ReCharge
✽ Yotpo
✽ Klaviyo
✽ YouCam
✽ Attentive

Understanding Customer Behavior to Drive Action

Using heatmapping tools like Crazy Egg, we constantly reviewed how customers were interacting with the site. Based on those insights, we optimized Collection and Product pages to better surface relevant products and answer key questions—helping customers shop by use case and make faster, more informed choices. The result? A +94.15% increase in product views.

Understanding Customer Behavior to Drive Action

Using heatmapping tools like Crazy Egg, we constantly reviewed how customers were interacting with the site. Based on those insights, we optimized Collection and Product pages to better surface relevant products and answer key questions—helping customers shop by use case and make faster, more informed choices. The result? A +94.15% increase in product views.

Understanding Customer Behavior to Drive Action

Using heatmapping tools like Crazy Egg, we constantly reviewed how customers were interacting with the site. Based on those insights, we optimized Collection and Product pages to better surface relevant products and answer key questions—helping customers shop by use case and make faster, more informed choices. The result? A +94.15% increase in product views.

Building Smart Bundles Without the Extra Overhead

I worked with Saie to create a custom bundle builder that allowed Saie to dynamically create product bundles—no third-party app, no extra SKUs. It kept things simple for their 3PL while giving merchandisers more flexibility to test and upsell. To support lean teams, we also built in logic to auto-pull product descriptions from child products—so the team could focus on strategy, not manual entry. A cart-level upsell module rounded it out, helping drive higher AOV with minimal lift.

Building Smart Bundles Without the Extra Overhead

I worked with Saie to create a custom bundle builder that allowed Saie to dynamically create product bundles—no third-party app, no extra SKUs. It kept things simple for their 3PL while giving merchandisers more flexibility to test and upsell. To support lean teams, we also built in logic to auto-pull product descriptions from child products—so the team could focus on strategy, not manual entry. A cart-level upsell module rounded it out, helping drive higher AOV with minimal lift.

Building Smart Bundles Without the Extra Overhead

I worked with Saie to create a custom bundle builder that allowed Saie to dynamically create product bundles—no third-party app, no extra SKUs. It kept things simple for their 3PL while giving merchandisers more flexibility to test and upsell. To support lean teams, we also built in logic to auto-pull product descriptions from child products—so the team could focus on strategy, not manual entry. A cart-level upsell module rounded it out, helping drive higher AOV with minimal lift.

Creating a Custom Shade Finder With Built-In Retargeting

Shade selection is everything in makeup. Instead of using a generic quiz tool, we built a custom shade finder tailored to Saie’s product line. It helped customers confidently find their match while reducing return risk. We took it further by making the results persistent across the site and capturing emails for smart retargeting later.

Creating a Custom Shade Finder With Built-In Retargeting

Shade selection is everything in makeup. Instead of using a generic quiz tool, we built a custom shade finder tailored to Saie’s product line. It helped customers confidently find their match while reducing return risk. We took it further by making the results persistent across the site and capturing emails for smart retargeting later.

Creating a Custom Shade Finder With Built-In Retargeting

Shade selection is everything in makeup. Instead of using a generic quiz tool, we built a custom shade finder tailored to Saie’s product line. It helped customers confidently find their match while reducing return risk. We took it further by making the results persistent across the site and capturing emails for smart retargeting later.