Overview
We partnered with Nudestix, a fresh face makeup brand known for its clean, simple, and effortless approach to beauty, to translate these core values across their entire omni-channel experience. In my role as Art Director and UI/UX Designer, I was tasked with collaborating on a cohesive visual identity, optimizing their current digital experience, and developing engaging editorial campaign layouts. The core goal was to ensure their platform and content reflected the brand's emphasis on natural, on-the-go beauty.
Role — Art Direction, UI/UX Designer
Goal
Collaborate to develop a visual identity
Optimize their current digital experience
Nudestix Digital and Visual Refresh
Art Direction
Nudestix had a strong understanding of its brand identity but faced challenges in conveying that message visually. I collaborated with their designers to translate their vision into rich content that showcases inner beauty. Throughout this process, we held multiple design sessions and strategized marketing campaigns to guide the brand into a new artistic direction.
Previous - Product Focused Content
New - Fresh Lifestyle Driven Content
Prototype
After advancing their art direction, we shifted our focus to enhancing the user experience. Aiming to connect with a younger audience, we prioritized optimizing the mobile experience and streamlining their journey across various platforms, including social media.
We kicked off this phase with several whiteboard sessions, using data to guide our decision-making. By analyzing the different pathways users took to purchase products, we identified pain points in their experience and highlighted areas of opportunity for Nudestix.
Design Thinking
Through discussions with Nudestix, we identified several pain points on their current website. The brand sought a more flexible and responsive solution, so we developed a versatile twelve-column grid paired with a new design system. This approach ensured that every element was both scalable and adaptable, providing shoppers with an elevated experience that was immersive and user-friendly.
Summary
Our goal for Nudestix was to enhance their artistic direction and digital experience. We prioritized user needs by optimizing site navigation using real user data. We created a flexible digital solution featuring open layouts and reusable components to ensure their products truly stand out.
