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Building Trust Before the First Click
I led the redesign of Prose's homepage and product detail pages — turning a packaging refresh into an opportunity to fix what the marketing pages had never addressed.
I led the redesign of Prose's homepage and product detail pages — turning a packaging refresh into an opportunity to fix what the marketing pages had never addressed.
Most users arrived not really understanding what they were signing up for. The marketing pages weren't orienting them to personalization, value, or subscription terms — and confusion over customization had shown up in every research project we'd ever run at Prose. When the brand team requested an image refresh, I made the case for Product to go further: get onto a consistent design system and address the underlying issues while we had the engineering resources to do it.
The homepage wasn't converting curiosity into action. The jump to consultation felt abrupt — no ramp, no context. I pushed to embed the first moment of engagement directly on the page. We prototyped four concepts — name on bottle, hair type, concerns, zip code — and tested them with real users before writing a line of code. Name on bottle won: simple, personal, and immediately delightful.
PDPs were inconsistent and underselling the product — users had no sense of what made it theirs or why it was worth the price. We rebuilt the shampoo PDP first, our highest-traffic page, showcasing ingredients in context, scientific efficacy, and a "how it works" section. The goal was a repeatable template to roll out across all PDPs rather than designing each one from scratch. Positive early signals led to continued rollout across hair and skin categories.
This work set the foundation for everything that followed — establishing the design system and strategic direction that carried through the full funnel.
The brand refresh could have been a surface-level initiative. By advocating for deeper product involvement, I turned it into a chance to fix real acquisition problems and established the design system and strategic direction that carried through the full funnel.