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

Project Details


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.


Informed by the strategy, UI design, and feature prioritization of this project, a new e-commerce site was successfully developed. Though the designs ultimately evolved, the intention was successfully executed. Check out the project design here.

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

An effective design studio should be a two-way street: while essential to gather valuable insights from stakeholders, you should also offer articulated UX advice to the client. By the end of a studio, you should be able to synthesize the insights, experiences, pain points, and ambitions of your client into a salient design strategy. Ideally, the design studio focuses less on showcasing popular design strategies to your client and more on understanding how your design will be solving for business issues.


After the design studio with the client, we set up a lo-fi clickable prototype using Figma to test the usability of our designs, establish UI standards, and finalize our design strategy. This also validated and refined the  feature prioritization for this product.

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-especially if the design team will not be involved during dev. Besides... who doesn't love a perfect margin?

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. As a young and growing company, this synthesized the ambition and intention behind the brand in a way that had not been clarified before.

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
• 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

Want to talk shop or hear more about my problem solving during this project? Drop me an email.