Anastasia Beverly Hills

An elevated experience, rebuilt around the customer.

A clean, modern redesign focused on intuitive wayfinding, a bespoke palette builder, and craft-led detail — UX that turned product discovery into the brand's biggest growth lever.

RoleCreative and Experience Direction · Research and Data Gathering · UX/UI Strategy TeamCross-functional · Project Manager · Senior Designer · UX · Tech Lead SalesWon and defined the engagement · estimated, resourced, and led creative delivery FocusPremium eCommerce · Wayfinding · Personalization

Anastasia Beverly Hills — Shimmer Bright editorial commerce homepage

Challenge

A premium brand outgrowing its platform.

Anastasia Beverly Hills needed a redesign that matched its category leadership. The legacy experience couldn't keep pace with high traffic, frequent product launches, and a customer who expected premium storytelling and a seamless purchase path. The client's goal was clear: improved UX and a high-end, elevated design that lived up to the Beverly Hills brand — make every product easier to find, evaluate, and buy without losing any of the polish.

Approach

UX-first redesign, with a craft-led design system.

I led discovery across customer insights and behavioral data, partnering with UX on customer interviews to identify the friction points slowing conversion. From there I defined a clear experience strategy: clean wayfinding, a refined design system, and a bespoke palette builder that let customers choose which colors they wanted to buy and compose them into a custom palette. Every interaction was rebuilt around the customer journey, with product, design, and engineering aligned around a single outcome — turn premium browsing into premium converting.

Anastasia Beverly Hills Brows category landing — animated hero of the model with a brow quote, filterable category navigation (Category / Color / Price), and the redesigned product grid

The Brows category landing in motion — editorial hero, the Anastasia voice ("I find that nothing frames a face so beautifully…"), and the filterable product grid all working as one. Premium storytelling sitting flush with a seamless purchase path.

Anastasia Beverly Hills 'Create a Palette' eyeshadow builder — a drag-and-drop personalization tool that lets customers compose a custom 7- or 8-shade palette and unlock a free palette case when filled

"Create a Palette" — the bespoke eyeshadow builder. Drag shades to compose a custom 7- or 8-pan palette; fill it and unlock a discount and a free palette case. A flagship personalization feature that became a signature of the brand.

Key Contributions

What I led.

Won and defined the engagementSet the vision for a premium, UX-led platform.
End-to-end experience directionTranslated brand strategy into clean wayfinding, intuitive IA, and a seamless path from discovery to checkout.
Custom palette builderDesigned a bespoke personalization tool that let customers pick which shades they wanted to buy and compose them into a custom palette — a flagship feature that elevated both the brand and the conversion rate.
Elevated visual craftDirected a clean, modern design system that matched the brand's category leadership across every surface.
Cross-functional alignmentAligned product, design, and engineering around a single, customer-led outcome.

Results

Outpacing the category.

400% YoY revenue growth — UX-led conversion at scale.

Significant Lift in conversion rate driven by clearer wayfinding and the palette builder.

Flagship Bespoke palette builder — a personalization tool that became a signature feature of the brand.