I was brought onboard Estée Lauder Companies to help Lab Series reimagine its digital footprint. At the time, the work was outsourced and a direct pickup from print. The stories told were e-commerce focused and there was a huge opportunity to expand into more educational and editorial content. As I had previously developed similar capabilities at e.l.f. Cosmetics, I was uniquely positioned to do the same for this entrepreneurial brand within a larger company.
Relaunch to Responsive
This project spanned UX/UI work and new content strategy. We optimized user flow, simplified the visual language, and increased time spent on site by making product more discoverable.
I wireframed a new blog experience that combines editorial content with traditional shopping
Men for Lab Series
We created a section on the site to profile brand ambassadors
Product Landing Pages
We redesigned the experience to serve richer educational content at every level
We built an inhouse studio and a roster of photographers, videographers, and illustrators to bring stories to life on the internet and in store