One of the UK's best-known dermatologist-founded skincare brands moved its Routine Finder from an enterprise quiz platform to Tangent. Recommended orders now carry a 24.8% higher AOV than quiz orders without recommendations, and the post-quiz Klaviyo flow outperforms abandoned cart.
Dr Sam's is the award-winning skincare brand from Dr Sam Bunting, a dermatologist and founder of the Dr Sam Bunting + Associates clinic on Harley Street. Featured in The Sunday Times Style, Grazia, Stylist and Marie Claire, the brand is known for a no-nonsense approach: fewer products, used well, in a routine people can stick to.
That approach lives in the Dr Sam System, four steps that work together: Cleanse, Activate, Hydrate and Protect. The Dr Sam's Routine Finder is how most new shoppers meet that system, which makes it one of the most important pages on the site.
Dr Sam's was not starting from scratch. It already ran its Routine Finder on an established enterprise quiz platform, so any replacement had to clear a high bar on day one and carry a dermatologist's name with it.
The new experience had to match an established platform, then go further.
The Routine Finder sits at the top of the main navigation, so downtime was not an option.
Every routine had to reflect how Dr Sam actually assesses skin in clinic.
Shoppers needed help choosing between azelaic acid, retinol, niacinamide and vitamin C.
The Dr Sam's Routine Finder, introduced by Dr Sam herself and powered by Tangent AI
Tangent rebuilt the Routine Finder as a Shopify-native AI skin quiz and handled the move end to end, so Dr Sam's got a smarter experience without taking on a migration project.
The Tangent team mapped the catalogue and routine logic during onboarding and launched the new Routine Finder in place of the previous platform.
Shoppers can add a selfie alongside short questions on skin type, concerns and age, and 62% choose to. The AI suggests key cosmetic concerns to focus on, without replacing a medical diagnosis.
Every result maps to Cleanse, Activate, Hydrate and Protect, so shoppers leave with a complete routine instead of a single product.
Results explain how and when to use each product, morning and night, and which steps a shopper can skip for now.
Shoppers can save their routine with their email. Each submission with a usable email address triggers a personalised post-quiz journey in Klaviyo, subject to marketing consent where required, set up by the Tangent team through the official partner integration.
Question-level drop-off, selfie usage, email capture, recommendation adoption and order value tracked in one view.
AI selfie analysis on Dr Sam's, mapping and scoring each skin concern, powered by Tangent AI
Results from the Tangent quiz dashboard and Klaviyo, June to October 2026.
A Quiz Shoppers Finish
Overall completion from quiz start is 71%. Among shoppers who answered the first question, 92% completed the quiz. Meanwhile, 68% shared their email, and 83% of quiz-attributed orders followed product recommendations.
Personalisation That Beats Abandoned Cart
The post-quiz Klaviyo flow now outperforms Dr Sam's abandoned cart flow on both revenue and revenue per recipient, creating an additional revenue opportunity beyond the quiz.
A personalised four-step routine with AM and PM guidance on Dr Sam's, powered by Tangent AI
Tangent handled the move off an enterprise quiz platform end to end. Shoppers now get a Routine Finder built around the Dr Sam System, recommended orders carry a higher AOV, and the post-quiz Klaviyo journey earns more per recipient than abandoned cart.
