Case Study: e.l.f. Cosmetics

I joined e.l.f. when it was an ambitious start-up, just before its growth surge. This is where I cut my teeth on all things e-commerce, and really fell in love with product design. I was relied upon to design the most efficient digital footprint—from the site, to email campaigns, and social content. With a direct line to our engineer and founder, we worked with agility and iterated often.

This is a quick study of the launch to responsive, with mobile as the main target and much improved user experience:

  • Faster load time
  • Shared shopping cart across devices
  • Easier navigation
  • Add to cart directly from the product listing pages
  • Larger educational component
  • Shopable UGC feed

Home page. We added a shop-able UGC feed to the home page to help her get inspired and stay in touch with the community.

Main navigation

Product gallery page

Product gallery page filter. Customers could pick by color and sort by price, newness, etc. through the native picker.

Product gallery page shade picker. Bringing customers the ability to choose a shade and add to bag right from the gallery page.

Product detail page. Video placement right at the top with the alt images, swipe-able shade picker, curated product shelf and UGC inspiration.

And here is the original mobile site for comparison. It was live and thriving for a couple of years before we relaunched to responsive.