SITE REDESIGNS / ELC NORTH AMERICA
THE CHALLENGE
During the pandemic, multiple brands needed site redesigns but lacked the resources to utilize external agencies, requiring close coordination across UX, Brand Creative, and Online Business teams to deliver the work in-house.
IMPACT
Led site redesigns across multiple brands in partnership with UX, Brand Creative, and Online Business teams. Each redesign elevated brand experience, improved the customer experience by implementing best-in-class UX, and strengthened conversion performance. This work directly led into my next role as VP, Experience Design.
Role
VP, Creative, DASH - ELC N.A.
Responsibilities
Creative direction / cross-functional
partnership / UX & brand creative collaboration
Deliverables
Full site redesigns across multiple
ecommerce brands
Year
2017–2020
A full redesign modernizing Glamglow's digital presence — sharpening navigation, improving product discovery, and bringing greater clarity and energy to the brand's bold, results-driven identity.
Design Director: I. Lozano
GLAMGLOW
SMASHBOX
A redesign built around Smashbox's artist-driven brand DNA—elevating the visual experience while applying UX best practices to improve flow, engagement, and conversion across the site.
Design Director: I. Lozano
Lab Series
A redesign tailored to Lab Series' focused, no-nonsense skincare positioning — creating a more intuitive, streamlined journey that matched the brand's clean aesthetic and performance-driven ethos.