Estée Lauder Digital Flagship


My Contribution:
Creative Direction
Photo Art Direction
Graphic Design
UX Design

+34% Overall traffic increase over prior year
+.5-1% Conversion increase
+67% Increased engagement with Virtual Beauty Advisor
2015 Pixel Awards People’s Choice (Fashion)
Clio Awards 2015 (Finalist) 


estéelauder.com



I led and designed the Estée Lauder web site by introducing a language of negative space, bold typography and organic grid in order to create a modern and feminine aesthetic. I lead the development of original product photography art direction to elevate the design and product, which is in effect today.

During the redesign, I worked hand in hand to create and design new site products: including the beauty feed, foundation finder, comparison tool, and live chat. While designing the entire experience, I made sure personalization was at the heart of the shopping experience at each point. I envisioned every page being approached like a landing page to provide a high-touch experience regardless of how traffic entered. 





CREATIVE THESIS

Empower every woman to be beautiful by delivering an experience that conveys the modern values of Estée Lauder from counter to online.





1. Appeal to a next generation of customers

2. Deliver a personalized experience through superior service

3. Create an intelligent site that evolves with the user

4. Drive conversion and immerse users in modern, Estée Lauder

5. Encourage sharing and social across all the user journey





OUTCOME

+34% Overall traffic increase over prior year

+.5-1% Average conversion rate increase

+67% Increased engagement with Virtual Beauty Advisor





HONORS

2015 Pixel Awards People’s Choice (Fashion)
Clio Awards 2015 (Finalist)





"This is much more than a new site, it's a digital flagship that leverages luxury, creativity and technology to communicate with women and inspire them to connect with their own beauty and Estée Lauder in a whole new way"

- Jane Hertzmark Hudis, Global Brand President, Estée Lauder












COMPONENT BASED DESIGN SYSTEM


I created a library of unique layouts that were built into the proprietary Estée Lauder Drupal platform and are still used today. Each component is usable as an interactive element on common pages throughout the design system.





TABLET FIRST


I approached the design with tablet as the primary breakpoint. This was revolutionary for Estée Lauder but also where their traffic was trendy greatest. I wanted to edit down taxonomy in order to look clean and be easy for consumers. Once the navigation opens a robust array is presented alongside tutorials and tools that are relevant to the customer.








EVERY PAGE IS A LANDING PAGE


My vision for the site was that each page acted as a landing page knowing the entry point for Estée Lauder customers came from various marketing and not the homepage directly. With this approach I aimed to empowering her to make informed product purchases anywhere she is on the site without having to drill down the conversion funnel.



EASY REPLENISHMENT


The quickshop expanded a panel and shows a detail of the product, thus avoiding an overlay that obscures. This also allows customers the easy ability to compare products by expanding each color icon.



SERVICE CENTERED SHOPPING


The Product Page is an innovative design that was one of the first to market to have a sticky shopping component follow the user down the page. Anchor links on the left cleaned up the page to make the product heroic and key information stand out. My Art Director and I created the art direction for all product photography throughout the site, still in use today.



The shopping experience includes user-friendly shopping pages, easy access to insider beauty tips, shopping directly from user generated content feeds, The Estée Edit, online beauty consultations and co-shop visits. In addition, a new mobile platform streamlines the purchase experience for women on the go, and offers call-to-order functionality. Contributing to the omnichannel experience, a woman can view her beauty profile on the mobile site while in store – accessing ratings and reviews, product recommendations, previous purchases and her wish list – so she is browsing and learning while in store.








PERSONALIZATION


A "Beauty Feed" that functions as each woman's personalized beauty hub, delivering highly tailored product and content recommendations as well as exclusive offers based on her interests. The more a woman visits the site and engages with her “Beauty Feed”, the more esteelauder.com will intuitively understand her beauty preferences and be able to create a more personalized experience for her, including her favorite products, her beauty consultation history, site editorial and social media content that interests her.









ELIMINATING MICRO-SITES


I designed a unique system to eliminate the need for separate micro-sites that were diverting traffic. We called these “Boutiques,” and they were easily insert anywhere on a page. When engaged, they split the page and expanded open allow for rich content to co-exist on the page and reduce bounce rates. 







DIAGNOSTIC TOOLS


Interactive tools throughout the site identify a woman's beauty needs and facilitate product recommendations. The Foundation Finder, an app-like experience, asks questions about the level of foundation coverage required, from "sheer" to "full", and makes appropriate recommendations. Product Comparison tools and filters make finding the right products easier, and Regimen Suggestions with “how to use” instructions help women create a customized beauty regimen.
















INSPIRATION AND CONTENT


The Estée Edit is original editorial content that is shoppable and seamlessly woven throughout esteelauder.com. It combines inspirational stories about Estée Lauder's unique brand heritage with articles focused on the brand’s modern vision of beauty and related lifestyle topics. The Estée Edit includes exclusive content from the brand's rich archives, profiles on inspirational women such as Iman and Aerin Lauder, and articles featuring social media influencers such as blogger/photographer Garance Dore, vlogger Chriselle Lim, chef Camille Becerra and Estée Lauder’s spokesmodels. Content from The Estée Edit is shareable across social media, including inspirational quotes from founder, Estée Lauder.






Creative Team: Ian Schatzberg, Rekishia Jessup, Cherlyn Russo, Jorge Balarezo, Karen Kranack




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