For our 2018 launch, we created an immersive interactive experience that highlights the best beauty products on the market. As Lead Product Designer for this year’s iteration of the site, I aimed to correct the major pain points from past versions by streamlining what was previously a cumbersome navigation bar and overly complicated user flow for purchasing products.

Lengthy, uncategorized nav bar | Product description and “BUY” button hidden behind card flip | Some categories randomly collapsed by default

Defined product hierarchy with nested categories | All categories expanded for product visibility | Description on hover and “BUY” button always visible

For 2018, I grouped products into seven major beauty categories and color coded the navigation to correspond to each category group. I also surfaced all products, which had previously been hidden in accordions and behind flip cards, and designed animations throughout the site to add elements of surprise and delight as the user explores, avoiding an experience that might otherwise become repetitive as the user scrolls down the page.