ReimaginE a Brand.com
MY ROLE & IMPACT
As part of a cross-functional leadership team, I owned the UX, research, and creative direction—directing a multidisciplinary team to translate strategic vision into a tangible concept grounded in 550+ research studies spanning 20+ brand and competitor sites.
The work defined a unifying strategic framework—Educate, Guide, Reflect—brought to life through a prototype using Aveda as the conceptual lens. It was presented to the CEO, board of directors, and brand presidents, and received as the North Star vision for the future of the company's brand.com experiences.
THE CHALLENGE
Consumer expectations for brand-owned commerce have fundamentally shifted. A brand.com can no longer afford to be purely transactional—it needs to educate, guide, and reflect the values of the brand in every interaction. Leadership challenged us to define what that future looks like and make the case for it at the highest levels of the organization.
GROUNDED
in RESEARCH
This initiative was built on an extensive body of consumer and competitive research—550+ primary and secondary studies, reviews of 20+ brand and competitor sites, and two qualitative research studies—surfacing evolving consumer expectations around education, discovery, and brand values that shaped every creative and strategic decision.
Strategic Working Sessions
Cross-functional working sessions brought together strategy, research, product, design, content, and engineering to translate research insights into actionable concepts—surfacing key opportunities and shaping the creative direction for the project.
The concept
Research revealed three core roles consumers expect a brand.com to fulfill—educate, guide, and reflect the brand's values. These principles became the foundation for the Educate, Guide, Reflect framework, brought to life through Aveda as the conceptual lens.
Executive
PRESENTATION
The prototype and strategic framework were presented to the CEO, board of directors, and brand presidents at the company's annual online strategy session—adopted as the North Star vision for the future of the company's brand.com experiences.
View Prototype - best experienced in mobile browser