Unifying the Moment of Decision
across 20+ Brands
THE CHALLENGE
At Estée Lauder Companies, the Product Detail Page is the moment of decision—where product education, brand storytelling, and conversion intersect across makeup, skincare, fragrance, and haircare. With 20+ brands managing PDPs independently, experiences were fragmented, inconsistent, and challenging to maintain. The organization needed a unified, scalable framework that could drive performance, accelerate time to market, and preserve each brand’s unique identity across the portfolio.
MY ROLE & IMPACT
I led multidisciplinary teams across UX Design, UX Research, Design Systems, and UI to deliver a modular PDP framework that optimized conversion and strengthened consumer confidence while enabling brands to create distinctive storytelling moments. By guiding the organization from fragmented execution to a unified system, we accelerated time to market and improved consistency across the portfolio. Flexible components preserved each brand’s unique voice, content hierarchy, and visual identity.
APPROACH & WIREFRAMES
These PDP wireframes established a mobile-first foundation for product storytelling and purchase decisions across makeup, skincare, fragrance, and haircare.
Every component was designed using user research, Baymard standards, and UX best practices, with decisions documented and tied to their rationale, while flexible modules preserved each brand’s unique voice and optimized for conversion and consumer confidence.
PDP - SIZED PRODUCTS
PDP Variants and STATES
PDP Research support
Design decisions were thoroughly documented, linking each wireframe choice to its supporting user research, Baymard standard, or established UX best practice.
