Lipshade

BRAND
Supergoop!

PROJECT
Lipshade Campaign

CROSS-FUNCTIONAL COLLABORATION
Customer Relationship Management
Web Development
Ecommerce Marketing
Copywriting
Global Creative Ops

MY ROLE
Concept
Design & Art Direction
​UX/UI Design

VIEW WEB PROTOTYPES
Mobile
Desktop

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Understanding The Problem

Lipshade is the first beauty lipstick product from the brand. The campaign page should drive conversion and build upper funnel interest that leads to retention.

PROBLEM

NEXT STEP

• Create an engaging brand beauty moment .
• Interest in newness in high. Capitalize on intrigue to boost conversion rates.
• Educate on the formula. Identify and answer the user's biggest "why".

• Self-educate about the product. Conduct brand analysis and understand top sellers for the season.  
• Create user personas to understand the target audience. Understand the need or desire for this product.
• Create modules for educational moments. Design ways to engage the user.

Building The Solution

UX research helped to identify key areas to focus on for this campaign page design. More users are looking for beauty products that have skincare benefits. A lipstick with SPF answers this need. 

• Summer is synonymous with fun and color. Designing this page to be bright & colorful helped retain users on the page and drive-through clicks to product pages.
• Letting the product texture swipes be the star was helpful in showing users the color payoff and bright pigments of the product made for all skin tones.
• UGC and reviews were included on the page which reinforced user belief in the product. Users respond to seeing other real people using a product they are interested in trying.

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Daily Dose Bioretinol

BRAND
Supergoop!

PROJECT
Daily Dose Bioretinol Campaign

CROSS-FUNCTIONAL COLLABORATION
Customer Relationship Management
Web Development
Ecommerce Marketing
Copywriting
Customer Experience
Global Creative Ops

MY ROLE
Concept
Design & Art Direction
UX/UI Design

VIEW WEB PROTOTYPES
Mobile
Desktop

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Understanding The Problem

Daily Dose Bioretinol is a first of its kind skincare product for the brand. The main goal of this page is to convey a sense of efficacy while still maintaining the playfulness and charm of Supergoop! and it's core product lineup. 

PROBLEM

• Ramp up storytelling that supports the innovation and power of ingredients.
• Users are seeking something to believe in. They want to know a product works before they purchase.
• Daily Dose is a product franchise built around the idea that daily skincare treatments lead to long-lasting results. This new product launch should reinforce that concept.

NEXT STEP

• Wireframe solutions that will build out a robust page of storytelling modules.
• Conduct competitor analysis to gain insight on how efficacy is communicated across the industry.
• Incorporate the full franchise of products in the design. Work closely with copywriters to develop content that connects these products.

Building The Solution

Competitor analysis and cross-functional team collaboration helped build a successful campaign page full of rich storytelling and educational moments for users.

• I knew this would be a lengthy page given the demands of the brief. My first step was to wireframe a dynamic page that allowed the user to flow through the information without it feeling overwhelming.
• Extensive competitor analysis showed that before & afters as well as clinical claims help reinforce user belief in a product and its effectiveness.
• I proposed a new module to the cross-functional team partners that helped tie in the rest of the franchise and show users how these products work together to help them achieve their skincare goals.

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Glowscreen Sunscreen

BRAND
Supergoop!

PROJECT
Glowscreen Sunscreen Campaign Landing Page

CROSS-FUNCTIONAL COLLABORATION
Customer Relationship Management
Web Development
​Product Development
Ecommerce Marketing
Copywriting
Customer Experience
​Education
Global Creative Ops

MY ROLE
Concept
UX/UI Design
Art Direction

VIEW PROTOTYPES
Mobile
Desktop

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Understanding The Problem

Glowscreen launched and became an instant bestseller. It offered makeup + SPF in a glowy, dewy and coveted formula. When the product expanded to include 4 shades, it needed a landing page to house the full collection.

PROBLEM

• There isn't currently a place on the site where users can discover and shop all shades and range of glow products.
• We need a way to communicate to users that the shade range was developed to be inclusive and designed for diverse skin tones.
• The Customer Experience team receives regular inquiries about how to incorporate this new product into their routine.

NEXT STEP

• Sketch & wireframe solutions for incorporating a multi-module approach for this page. Map out the user journey to better understand where this page fits in the flow. 
• Brainstorm a way to show a diverse range of models. and include education on each shade.
• Collaborate with the Product Development & Education teams to create a beauty routine that includes this product.

Building The Solution

Close collaboration with other departments within the company was crucial for the success of this page. We identified that shade education was the most important and prevalent among user inquiries. Once the hierarchy of the page was determined, the other elements fell into place.

• New launches always bring new challenges. Chief among them is educating users on how to use a product they haven't tried before. By driving to this page from social media, we were able to ensure a seamless journey from awareness to consideration funnels.
• Working closely with cross-functional teams helped develop content that would be meaningful to the user. The page provided opportunities for cross-sell and routine-building.
• Research was a crucial phase in this project and by answering users' needs we saw a lift in page visits and conversion.

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