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.
IMAGE 1: Legacy home page. IMAGE 2: Current experience. Stories are richer and easier to navigate. Enhanced with an interactive search feature to speed up product discovery.
This is the legacy home page for desktop.
The new home page features larger stories that are easier to navigate. Enhanced with an interactive search feature to help him discover product faster.
Magazine
I wireframed a new blog experience that combines editorial content with traditional shopping
IMAGE 1: Landing page. IMAGE 2: Article page.
Landing page for desktop
Article page for desktop
Men for Lab Series
We created a section on the site to profile brand ambassadors
IMAGE 1: Landing page. IMAGE 2: Detail page.
Landing page for desktop
Detail page for desktop
Product Landing Pages
We redesigned the experience to serve richer educational content at every level
Campaign landing page for mobile
Campaign landing page for desktop
Product page for mobile
Product page for desktop
Media
We built an inhouse studio and a roster of photographers, videographers, and illustrators to bring stories to life on the internet and in store
Photographer: Rick Burda. Stylist: Dylan Egon. Retoucher: Elizabeth Oporto.
Photographer: Rick Burda. Stylist: Dylan Egon. Retoucher: Elizabeth Oporto.
Photographer: Christine Blackburne. Stylist: Alma Melendez.
Photographer: Rick Burda. Stylist: Dylan Egon. Retoucher: Elizabeth Oporto.
Photographer: Rick Burda. Stylist: Dylan Egon. Retoucher: Elizabeth Oporto.