2024
UX/UI
LH cosmetics
Beauty website redesign and brand refresh
LH Cosmetics is a leading beauty brand known for its high-quality, cruelty-free makeup products and created by the renowned Swedish makeup artist and influencer Linda Hallberg.
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The problem
LH Cosmetics’ existing website struggled to meet user expectations and effectively represent the brand’s personality. Several key issues were impacting both user experience and business performance:
Outdated UI that failed to reflect the brand’s bold, modern, and vibrant identity.
Poor product discovery, making it difficult for users to browse variants or understand product benefits.
Low user engagement due to a lack of interactive features and inspirational content for makeup application.
Inefficient conversion flow, with friction points that disrupted the path to purchase and reduced sales.
The process
Research & Discovery
I began by analyzing customer reviews to surface key pain points and user expectations. A comprehensive website audit helped identify usability issues, particularly in areas such as product discovery and navigation. I also conducted competitive research to benchmark e-commerce best practices and gather inspiration for improved interaction patterns.
Information Architecture & Wireframing
Drawing on insights from the research phase, I restructured the site’s information architecture to streamline category navigation. I then created low-fidelity wireframes for core pages, collection, product detail, and checkout to map out the layout and functionality.
Prototyping & Mobile Responsiveness
With the structure defined, I moved into high-fidelity prototyping, focusing on visual clarity, accessibility, and responsive behavior across devices. Special attention was given to e-commerce-specific features such as product variant previews and quick add-to-cart actions.
Stakeholder Feedback & Iteration
I shared the prototypes with internal stakeholders to gather early feedback and align on design priorities. Iterative refinements were made to ensure both user needs and business goals were met before finalizing the designs.
Development Handoff
To support implementation, I worked closely with the development team, providing detailed UI specifications and interactive prototypes that facilitated seamless integration. This ensured design accuracy and a smooth transition from design to build.
The approach
To align the website experience with both user expectations and business goals, the design approach focused on four core pillars:
Visual Refresh
Modernized the UI to reflect LH Cosmetics’ bold, vibrant brand identity, bringing consistency, clarity, and visual appeal to every touchpoint.
Improved Product Discovery
Reorganized content structure and enhanced product visualization to make it easier for users to explore variants, compare options, and understand product benefits at a glance.
Increased User Engagement
Integrated inspirational content and educational guides to connect with users emotionally, spark creativity, and support confident purchase decisions.
Optimized Conversion Flow
Streamlined the end-to-end shopping experience—from browsing to checkout—reducing friction and supporting a faster, more intuitive path to purchase.
Prototyping & Stakeholder Feedback
The iterative design process included continuous collaboration and feedback loops with team members. Prototypes were tested for usability and refined based on stakeholder input, ensuring alignment with both brand vision and user needs. This collaborative workflow enabled buy-in across departments and helped streamline the development phase.
Solutions
The redesigned website introduced several impactful features:
Color Variants on Collection Pages: Users could preview product shades directly on collection pages, eliminating unnecessary clicks and streamlining the shopping experience.
"How to Apply" Guides: Product pages were enhanced with application tips and embedded tutorial videos to educate and build user confidence.
Makeup Inspiration Section: A curated section featuring styled looks, allowing users to shop directly from inspirational content and bridging the gap between discovery and purchase.
Enhanced Product Benefit Display: Visually engaging icons and customer reviews highlighted product value and built trust.
Reflexions & next steps
This project reinforced the critical balance between addressing user needs and meeting business objectives. By thoughtfully integrating key functionalities and crafting a polished, user-centered experience, we successfully transformed LH Cosmetics’ website into a more engaging and high-performing sales platform.
Moving forward, opportunities remain to enhance personalization further, expand interactive content, and continuously optimize the checkout flow based on user feedback and data insights.
