Product Branding, Design & Websites

Key Highlights

Be a champion for users and customers – produce work that reflects and is informed by the needs, goals, behaviors, and contexts of customers and users by surveys, calls and observation
Conceive innovative new features – pitch those concepts directly to the CEO
Optimize the sales funnel process – design creative solutions to reduce friction points that customers may encounter during the check out process for e-commerce platforms
Cross team collaboration – Ideate and communicate with engineering, marketing and sales teams to help conceptualize and deliver to market products sustainably
Help define the short and long-term roadmap for product areas
Capable of acting as a Product Manager when needed

Skin Research Institute (SRI)

SRI is a subdivision of parent company Cellular Research Institute (CRI) based in Santa Monica, CA. They design and offer beauty supplies, health and wellness and anti-aging products. My role there consisted of product and packaging design, web design and development (building pixel perfect landing pages in HTML along with third party integrations), product photography, user research, copywriting, A/B testing and managing their Canada-based SEO team.

User Research

Personal phone calls were made directly to the customer to obtain their honest feedback, in exchange for a coupon code for future purposes. We interviewed up to 20 returning customers with a series of non-leading questions to determine what their values and pain points were with the product RenewGlow. Renewglow, their best selling product, is a biotin based supplement designed to encourage healthier skin and hair and to boost overall vitality. To track our landing page performance, we used service providers such as Hotjar and CrazyEgg to view heatmaps and observe user behavior based on their engagements with the landing page.

Product Packaging Design

Based on our market research, I worked directly with the company founders to create various packing and label designs based on industry trends. As a brand marketed to the middle-high end of the market, SRI sought out designs that were sleek, modern and trustworthy. I worked with printing companies, distribution centers and labs to prepare the designs for mass warehouse production.

Product Wins(ish)

As a team member that qualifies within the target demographic, the founders prompted me to come up with a hair product to add to their lineup. As a fan of most things beauty, I suggested a hair heat protectant spray as a product presented during the up-sell funnel for hair styling tools since based on our knowledge, customers were highly concerned with the quality of their hair. The heat protectant was available ONLY through the upsell funnel and unavailable for standalone purchase. While the product received positive reviews and customers often inquired for the standalone purchase of the heat protectant, it was ultimately discontinued to the lack of profitability due to the cost of shipping and narrow profit margins, despite adding to the overall brand value and integrity. I definitely stocked up on as many bottles as I could before we ran out!

ShopperAdvocate

ShopperAdvocate is a responsive listing-comparison site I designed and built on WordPress created to promote affiliate and partner products. I collaborated with writers to architect and schedule content for the site. The inspiration behind the logo was to instill trust and excitement for the consumer.

Digestive Center Brand Conception and Launch

I worked with CRI founders directly to bring the concept of Digestive Center into the reality. While they had sectors that specialized in general wellness and beauty, the founders’ vision lied in creating a one-stop-shop for improving digestive health and the microbiome. I created the website using WordPress as the CMS for the initial launch. The website included videos of recipes being cooked and video sales letters, recipes, and the sale of products all revolving around gut-health. We ran optimization tests using a variety of sales tactic such as countdown times to add a sense of urgency.