Scaling Product Discovery
Across 20+ Brands

THE CHALLENGE
At Estée Lauder Companies, 20+ brands managed product listing pages independently — creating fragmented experiences that were inconsistent and difficult to scale. The organization needed a unified, flexible framework that could improve performance and accelerate time to market without flattening each brand's distinct identity.

MY ROLE & IMPACT
I directed multidisciplinary teams across UX, research, design systems, and UI to define and deliver a modular PLP framework — moving the organization from decentralized execution to a shared system that improved consistency, accelerated speed to market, and elevated the customer experience across the portfolio.

The flexible component system allowed each brand to maintain its visual identity through configurable typography, color, and spacing within a unified enterprise foundation.

APPROACH & WIREFRAMES
These Shopify wireframes established a mobile-first foundation grounded in user research, Baymard standards, and UX best practices—streamlining navigation, filtering, and product discovery while preserving each brand's unique creative expression.

Every design decision was documented and tied to its supporting rationale.

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.