I joined e.l.f. when it was a lean start-up, just before its growth surge. This is where I cut my teeth on all things digital, and really fell in love with product design. I was relied upon to create the most efficient digital footprint—from the brand site, to email, and social. I art directed photo shoots, wireframed and launched site extensions, full site relaunches, and built a creative team. With a direct line to our founder and engineers, we worked fast and iterated often. This is an overview of the launch to responsive, with mobile as the main target.
Home Page
IMAGE 1: Legacy home page. IMAGE 2: Relaunch experience.
Navigation
We cleaned up the nav drawer and used icons to help her target key account pages.
Product Pages
IMAGE 1: Legacy multiple product page. IMAGE 2: Relaunch experience.
IMAGE 1: Legacy product detail page. IMAGE 2: Relaunch experience includes larger images, on-figure application, improved color picker, and shopable UGC feed.
Media
We built an in-house photo studio and a roster of outside photographers to fuel the stories we told on the internet and in store.
Photographer: Christine Blackburne.
Photographer: Christine Blackburne.
Photographer: Christine Blackburne.
Photographer: Christine Blackburne.
Photographer: Christine Blackburne.