In late 2017, I helped launch a completely reorganized and redesigned Sephora Beauty Insider Community; a place where liked-minded beauty lovers could get together to post, share and play.
I led the overall IA and site structure of the Community platform: Groups, a new spin on "categories" as way for organizing interests; Conversations, a revamped take on an antiquated discussion boards previously in operation; and Gallery, a place where clients can post their own photos and tag them with products used in their looks.
In order to achieve cohesion across these different platforms, I worked with my team of designers to create a visual unified look and feel to be used across all our web and native app platforms. The design direction that was a little more card-based, icon-oriented experience, which was new take for the Sephora brand but felt right for the Community experience.
We also introduced the client Profile, which led to more new design needs including avatars, background photo placements and new UX/UI patterns that are standard for social platforms, but was new for Sephora as a retailer.
Lastly, we introduced Community Chat. We worked with a vendor on the visual overhaul of their out-of-the-box product to fit more into the Sephora ecosystem, while still tying it back in with the overall styling of Community.