Unifying Product Discovery
across 20+ brands
THE CHALLENGE
At Estée Lauder Companies, the Product Listing Page drives discovery, comparison, and conversion across skincare, makeup, fragrance, and luxe categories. With 20+ brands managing PLPs independently, the experience was fragmented, inconsistent, slow to scale, and difficult to maintain. The organization needed a unified, scalable framework that could improve performance, accelerate time to market, reduce operational complexity, and support growth across a diverse brand portfolio.
MY ROLE & IMPACT
I led multidisciplinary teams across UX Design, UX Research, Design Systems, and UI to define and deliver a modular PLP framework that aligned brand expression with business performance. By guiding the organization from decentralized execution to a shared system, we improved consistency, speed to market, and customer experience across the portfolio.
Flexible components allowed each brand to maintain its visual identity through configurable typography, color, and spacing while operating within a unified enterprise framework.
APPROACH & WIREFRAMES
Within the Product Listing Page (PLP), these Shopify wireframes established a mobile-first foundation across all categories, grounded in user research, Baymard standards, and UX best practices. Each design decision was documented and tied back to its supporting research, ensuring a clear rationale behind every interaction.
The framework streamlined secondary navigation, filtering, and product discovery—creating a unified PLP experience across the portfolio while preserving each brand’s unique identity and creative expression.
PLP VARIANTS & STATES
PLP Research support
Design decisions were thoroughly documented, linking each wireframe choice to its supporting user research, Baymard standard, or established UX best practice.
BRANDED PLP MOCK UPS
TOM FORD BEAUTY
ORIGINS
MAC COSMETICS
LA MER
BOBBI BROWN