Lauren Wedderburn

Glossier's flagship blog, 'Into the Gloss,' has maintained a consistent architecture and layout since its inception. To align with shifting business objectives and a new target audience, we developed a modular site system. This new design enhances user engagement, utilizes existing content effectively, and simplifies the navigation and sorting of ITG's diverse content array.

Glossier's flagship blog, 'Into the Gloss,' has maintained consistent architecture and layout since its inception. We developed a modular site system to align with shifting business objectives and a new target audience.

INTO THE GLOSS
2022

Role

Experience Strategist
Brand Strategy
Interaction Design

Team

1 x Creative Director

1 x Visual Designer

1 x Product Manager

2 x Product Strategist

Challenge

The site's complex navigation and lack of content organization made it difficult for users to find relevant information, leading to decreased user engagement and a disconnect with the new target audience. As the business objectives shifted, creating a more streamlined, user-friendly experience that would better align with ITG's evolving goals and audience needs became crucial.

What I Did

As the experience strategist I developed a modular site system that would both accommodate ITG's current subject matter and feature new content that facilitate meaningful community ties rooted in shared experience. I collaborated with an interaction designer to make ITG material more accessible and positioned the platform to speak authentically in a way that reflects the connection sought by the incoming generation.