Lipslut Cosmetics

How can a website redesign improve the transparency of a brand, foster greater inclusivity, and improve e-commerce sales?

Project Details

Client:

Lipslut Cosmetics

Lipslut is an alternative cosmetic company founded in direct opposition to the GOP. Lipslut operates on a philanthropic platform: 50% of each purchase from select products is donated to charity. Co-founders Katie Sones and Ken Gronin sought out a design team to enhance the usability of their e-commerce website and grow their business.

Project Goals

  1. Provide a better understanding of Lipslut’s philanthropy
  2. Accommodate more diverse in-line product images
  3. Foster community
  4. Improve the user experience of navigation
  5. Produce a robust content strategy and brand identity

Research Approach

To achieve more reliable research results, I emphasized using ethical research practices and interviewed a diverse group of participants.

Research Methods

  1. In-person interviews
  2. Market Research
  3. Customer Journey Mapping
  4. Site Mapping
  5. User Flow Testing
  6. Customer Development Survey

Customer Mindsets/User Personas

After synthesizing the research, we concluded there were three distinct and key personas:

  • Maddi Anderson, an existing and heavy Lipslut user
  • Kim, a new Lipslut user
  • Shea, a potential Lipslut user who presently feels excluded from the brand
The research showed Lipslut needed to find ways to be more equitable and inclusive of a variety of users.

Design Studio

A design studio is the perfect time to gather valuable insights from stakeholders while providing articulated UX advice to the client.

Prototyping

After the design studio with the client, we set up a lo-fi clickable prototype using Figma to test the usability of our designs and finalize our design strategy.

Pixel Perfect

After clarifying the design strategy, I defined a design guideline to ensure consistency across the entire website. This is an important tool both for designers and development teams.

Brand Identity

I developed Lipslut's first brand identity guidelines as a result of comprehensive interviews with the founders and research of the startup's existing look, feel, and tone.

Important UI improvements included the introduction of a "Charity" banner above in-line product images to provide transparency and an API to integrate social media content to foster community.
A major pain point for users was not having "Clarity of Charities".


I was responsible for the development of the following pages:

• Home/Landing
• FAQ
• Charities page (accordion menu for scannability)
• View All products page
• Product Series page (F*CK and Lipslut Lab Series)
• Product detail page (F*CK Trump)
• Charities pop-up on product page
• "Oh F*CK" pop-up
• Create an Account page