Bringing a refreshed brand to a more intuitive shopping experience.
Role: Design Lead · Homepage Layout · Banner Design · Six Category Landing Pages
Urban Decay’s brand refresh introduced a new color palette, photography, and logo, leaving its Amazon storefront out of step with the brand’s evolving identity. I led the storefront redesign, partnering with the marketing team to translate the new visual direction into a cohesive shopping experience across the homepage and six category landing pages.
Every section had a purpose. I structured the homepage to balance launch visibility, product discovery, and ongoing support for core products. The layout gave each story its own space, guiding shoppers through the assortment without asking every product to compete for attention at once.
Lead with what’s new. The homepage opened with the latest launch video, followed by a product carousel that connected the campaign directly to shopping. A secondary feature created room for the preceding launch or a seasonal priority, extending product visibility beyond its initial debut.
Make discovery intuitive. A shop-by-category grid offered clear paths into the assortment before the page shifted to core product support. A social proof callout introduced this section, followed by a four-product lifestyle grid with shoppable hotspots and a product carousel—pairing inspiration with direct access to purchase.
Keep established products in the story. Two additional feature areas supported earlier activations and other product priorities. A closing brand banner anchored the experience in Urban Decay’s identity. This structure allowed the team to rotate product stories while maintaining a consistent page hierarchy.
I extended this approach across six category landing pages, giving each its own visual character while maintaining a cohesive design language. The result brought brand storytelling and intentional merchandising together across the storefront.
