ULTA BRANDING
ULTA wanted to command credibility as a beauty destination rather than a beauty discounter. The website needed an intuitive ecommerce UX overhaul, dynamic personalization as well as a mobile-optimized interface. Additionally, the site needed to capitalize on social engagement with the customer. Email needed to be in alignment with mobile standards. Social media presence was in need of refreshing from look and feel as well as content.
ROLES
Lead the redesign of the responsive website, native app, emails, paid media and social initiatives. Created new marketing methods through iPad app, videos and in-store digital experiences. Maintained consistency across all digital brand assets with print assets. Lead design team of eleven.
HONORS
Forbes magazine recognized the native app
as redefining shopping and was ranked #1 for performance and usability on Android devices.
Responsive Ecommerce
Site Redesign
Role
Lead the cross-functional effort and process to redesign the website. Helped direct agency selection and briefing, concepting and wireframing, worked with partners to direct visual site build, created imagery and assisted in UI/UX testing. Achieved a 74% increase in shipped sales within two years.
Before redesign
Native App Redesign
Role
Spearheaded the redesign of the native app on all pages. Directed software development and design on a very tight timeframe. Added Rewards login functionality and social sharing capabilities. Redesign resulted in nearly 400,000 instalations within 1 year and recognition by Forbes in articles on forging mobile trends and redefining shopping.
Before redesign
iPad App Design
Role
Directed look and feel of entire app. Designed homepage.
Before redesign
Email Redesign
Role
Directed redesign of more mobile-friendly email templates. Adjusted content to be more focused on either value, education or urgency. Introduced dynamic email content design into our email cadence.
Social Videos
Role
Created series of videos to showcase popular beauty trends. Selected talent and directed styling and details of the shoot. Collaborated with merchandising and social teams to create content.
As a result, we gained 16,000 subscribers to the ULTA YouTube channel in one year and more than 260,000 views on a single video.
For a full range of videos, visit the