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 costly to maintain. The organization needed a unified, scalable framework that could enhance 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 unified system, we improved consistency, speed to market, and customer experience across the portfolio—while delivering tailored solutions for each category and preserving each brand’s creative identity through design-system-driven typography, color, and spacing.
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 research or reference, ensuring every element had a clear rationale.
The frameworks delivered intuitive, high-engagement experiences that drove clarity, confidence, and conversion while providing a scalable foundation for each brand’s unique identity. Secondary navigation, filtering, and product discovery were streamlined to create a unified, portfolio-wide PLP experience without compromising 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