Maybelline New York
Creative direction and design for the global Maybelline Digital landscape. The design strategy required a shift from a content focused platform to one that suited the more product focused user mindset. This introduced more expedited paths through to purchase, more discoverability of product information alongside the promotion of virtual try-on tools and services across the experience.
The project also required the development of a set of robust design standards for use across the entire suite of digital products including website, social and AR tools and services to be used across the globe.
Creative Direction — Design
Process
Strategy
Design an experience that addresses a consumer shift from content consumption to product consideration and purchase.
Insight
Users are increasingly more considerate of their purchases and care far more about the ingredients and origins of their products.
62%
Of visitors want to research specific items, new products or browse.
Experience Principles
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Provide a space that supports and inspires the beauty arena and maintains recognizable browse and buy patterns.
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Be simple, straight forward, and invite users on journeys that are real and honest by providing navigation via content.
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Use UI and imagery to reduce steps and aid in bringing utility and inspiration together,
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Recognize our various users and mindsets and anticipate their needs by serving them the experience they want.
AR Tools
Design System
