GOOP BRANDED SKINCARE & eCOMMERCE INTEGRATION

Background

goop was expanding its branded product line and needed to integrate shopping seamlessly into its editorial-driven site. Additionally, I conducted remote research and wireframing for a search enhancement project to improve product discoverability.

Problem Statement

• The shopping experience needed better integration into the goop ecosystem.
• goop’s search functionality required improvements for more accurate and relevant results with mixed content.
• Marketing landing pages needed to be high-converting while maintaining brand aesthetics.

Approach & Process

1. Branded Products – UX & Strategy

• Designed the eCommerce experience for goop’s first branded skincare collection.
• Integrated product pages within editorial content for seamless storytelling and conversion for subsequent product rollouts.

2. Search Enhancement Project

• Conducted remote user research to identify opportunities and test different design solutions.
• Designed wireframes for improved filtering, sorting, and predictive search functionality.

3. Marketing & Product Integration

• Worked with the Creative Director to design high-converting landing pages.
• Ensured consistency between product discovery and checkout experiences.

Outcome & Impact

• Successfully launched goop’s first branded skincare line with an optimized shopping experience.
• Proposed search functionality for better product discoverability.
• Created a scalable UX framework for future goop-branded product launches.