Avon Web Redesign

Modernizing a timeless brand. A large-scale e-commerce redesign focused on clarity, conversion, and brand consistency.

  • UX/UI Desgn

    E-commerce Experience Design

    Creative Direction

    Design Systems

    Conversion Optimization

  • Avon Art Director & Copywriters

    LG CNS Team

  • Figma

— Overview

Avon is a heritage beauty brand navigating the shift toward modern e-commerce expectations. This project focused on refining Avon’s digital shopping experience - improving clarity, consistency, and conversion while preserving the brand’s legacy and trust with longtime customers.

— Challenge

The biggest challenge: ‍

  • Modernize the experience without losing brand trust

  • Create consistency across a large and growing catalog

  • Improve usability without disrupting existing customer behavior

— Solution

Design that sells and tells a story.

— Ideation & Design

My Approach:

I focused on evolving the experience without reinventing it - prioritizing clarity, hierarchy, and consistency across touchpoints.


Research & Insights:

  • Shoppers needed clearer product hierarchy

  • Visual inconsistency made browsing feel fragmented

  • Small UI changes had a big impact on confidence and flow

Design Exploration:

Explored layout, typography, and visual hierarchy to modernize the experience while staying true to Avon’s identity.

— Prototype & Design

Solutions that stuck:

  • Cleaner product pages focused on key decisions

  • Improved hierarchy to guide scanning and comparison

  • Personalized sections to make users feel seen

  • Shade previews & subtle hover states to speed up decisions


Collaboration:

  • Worked closely with developers and cross-functional partners

  • Balanced brand vision with real production constraints

Iteration:

  • Refined layouts based on feedback and performance

  • Simplified flows to reduce friction and speed decisions

— Outcome

Outcome:

A refined e-commerce experience that improved clarity, consistency, and usability across Avon’s digital storefront.


Key Results:

  • 4,000+ daily orders post-launch

  • +14% lift in campaign performance

  • +10% year-over-year growth contribution

  • 491,341 new subscribers acquired

  • $4.5M+ revenue in 3.5 months

  • Scalable design system rolled out to site, newsletters, email campaigns, and skin analyzer tool

— Learnings

What I learned:

  • Constraints are creative fuel. Being tied to certain templates forced me to stretch design muscles I didn’t know I had.

  • Purpose is better than prettiness. Visuals matter, but helping real humans shop easily is the real win.

  • Collaboration makes the magic happen. The best ideas came from bouncing between developers, designers, copywriters and art directors.

This project reinforced that great e-commerce design isn’t about reinventing the brand, it’s about removing friction so the brand can do its job.