Building a Content System That Scales
THE CHALLENGE
At Estée Lauder Companies, 20+ brands were managing dozens of unique content blocks independently—creating fragmented, inconsistent experiences that were difficult to maintain and nearly impossible to scale. The organization needed a standardized, reusable system that could streamline development while still giving brands the freedom to create distinctive storytelling moments.
MY ROLE & IMPACT
I defined and directed the development of a scalable library of 12+ modular enterprise content blocks—auditing existing experiences, identifying opportunities for standardization, and validating components for usability, clarity, and functionality. The resulting system balanced consistency with flexibility, accelerating time to market while enabling each brand to maintain its unique voice and storytelling approach.
Five representative examples from the modular content block system used across the enterprise platform.
THE SYSTEM IN PRACTICE
Anchors key brand moments across homepage, landing, and editorial experiences through immersive imagery, motion, and cinematic video. Built for flexibility—balancing premium creative expression with scalable performance across the enterprise platform.
Banner
video block
Delivers high-impact storytelling through motion and sound—enhancing engagement and strengthening message retention. Validated for seamless playback and flow across the enterprise platform.
Bridges inspiration and commerce—guiding users from editorial storytelling to shoppable products. Research-driven refinements addressed clarity challenges surfaced in user testing, improving comprehension and engagement.
GET THE LOOk
regimen
Shows consumers how products work together to amplify results—building confidence and guiding more informed purchase decisions. Refinements reduced information overload and clarified product relationships through iterative testing.
CARD base
Supports secondary content and product highlights across homepage, PLP, PDP, and editorial surfaces. A scalable, reusable layout that maintains clarity while adapting naturally to each brand's visual system.
