Modernizing the MAC Experience
I led the design and experience teams building the brand.com, retail.com and interactive design system (M·A·C Fusion) to transform and modernize the customer experience. The mission I drove was to build a premium experience for limitless self-expression based on our core values; Trend, Artistry, Individuality, and Community.
16 Global brand.com site launches
+30% Increase in SEO post launch
+4.96% Improved CVR post launch
+7% Overall CVR lift
I led the design and experience teams building the brand.com, retail.com and interactive design system (M·A·C Fusion) to transform and modernize the customer experience. The mission I drove was to build a premium experience for limitless self-expression based on our core values; Trend, Artistry, Individuality, and Community.
16 Global brand.com site launches
+30% Increase in SEO post launch
+4.96% Improved CVR post launch
+7% Overall CVR lift
Artistry is at the heart of everyhing that is MAC. Our key channel differentiation is the access to MAC’s robust global artistry network of creators and content.
MAC Trend compliments the full 360 experience from social to instore. It is a powerful vehicle for SEO and brand authority in trend.
Trend articles contain how-to’s, Virtual Try On and the ability to shop the full looks.
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Social activism and the community surrounding MAC Viva Glam, Back 2 MAC and MAC Pro are integral parts to the MAC brand values and reason for being.
Social activism and the community surrounding MAC Viva Glam, Back 2 MAC and MAC Pro are integral parts to the MAC brand values and reason for being.
The entire experience was built in partnership with Media Monks agency and the MAC Global Creative Team that resulted in a true Premium Brand Destination.
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5,165 New eCommerce Product and Texture (Smoosh) Images photographed at 2x Resolution
Innovation across the entire customer experience consisting of Search, Filters, and Conversational Commerce
Extensive User Testing validated UX/UI and expression of the brand.com experience prior to launch.
I introduced the first Interactive Design System at Estée Lauder Companies through MAC.
MAC Fusion is built from the Atomic Design Philosophy.
Design and engineering mirrored components allow for fast speed to market releases.
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Robust Atoms, Molecules, and Templates are served from Global to all 6 Regions around the world and external agencies through Figma.
Design and engineering mirrored components allow for fast speed to market releases.
Robust Atoms, Molecules, and Templates are served from Global to all 6 Regions around the world and external agencies through Figma.
MAC DIGITAL CREATIVE TEAM: YAN SZE LI, JEFFREY BLUM, AUDE DEGRASSAT
AGENCY PARTNER : MEDIA MONKS
IN PARTNERSHIP WITH MAC GLOBAL ONLINE AND ESTÉE LAUDER COMPANIES ONLINE TEAMS
AGENCY PARTNER : MEDIA MONKS
IN PARTNERSHIP WITH MAC GLOBAL ONLINE AND ESTÉE LAUDER COMPANIES ONLINE TEAMS