OVERVIEW
When I joined Absolute New York, the brand had minimal digital presence, an outdated website, and no structured marketing or analytics strategy. I stepped in as the lead digital designer and strategist — building the team, leading website redesign efforts, producing all digital campaign assets, and launching a structured social media and performance system. This case study highlights how I helped transform Absolute New York’s online presence from the ground up.
TIMELINE
Dec 2023 - Present
MY ROLE
Lead Designer
DELIVERABLES
Web Design, Design System, Social
TEAM
Marketing Specialist, Digital Designer, Developer, Stakeholders
TOOLS
Figma, Adobe CC, Shopify, Meta Business Suite
A. Website Transformation
Challenge
❌ Homepage lacked clear call-to-action buttons or user flow logic
❌ No visible structure for browsing categories, bestsellers, or new arrivals
❌ Design elements felt jumbled and visually inconsistent
❌ Customers were dropping off without navigating beyond the top section
Process
I worked on redesigning our main pages and components by using the existing system elements and adding new ones. I focused on presenting the information needed for the user in a way that brings them the most value from perusing each page. With user at the center, it allowed me to successfully approach the redesign of each components. We had multiple versions and iterations that were discussed with the team and selected for the final implementation.
Keeping it Simple
I tried to keep the flows simple and straightforward as possible. Organizing them by each category so it’s easier for users to accomplish tasks such as finding what they are looking for or would take more interest in to purchase our products
02. social designs
Through social media, film direction, and concept image creation, I helped shape and express the brand’s visual identity and tone. I managed the brand’s social media presence from pre-launch teasers to post-launch campaigns, incorporating user-generated content (UGC) to expand reach and engagement. All content was thoughtfully curated to align with our target audience and brand goals.
03. pain-points
Absolute New York had a strong presence in beauty supply stores but lacked focus on online marketing, leaving their website outdated since 2019. Post-pandemic, they recognized the importance of enhancing their online platform. The outdated design was misaligned with current trends and struggled to attract consumers, prompting a full redesign and update.
04. design system
In our final prototype, we strategically organized categories based on data and user feedback. We incorporated visible CTA buttons to drive traffic, highlighted promotional sales, and used insights from our site's data to arrange products by bestsellers. This approach ensures a user-friendly experience and meets customer needs effectively.
Collected data from google analytics, looking at highest page sessions and which product they checkout the most and reorganized the products orders and updated the banners.
Decided to add promotional deals and offers on top of the homepage to gain customers interest and keep coming back to our website
05. results
After launching the redesigned website, our traffic saw a significant increase of around 125% and has remained steady. This indicates that our strategy was successful and users are satisfied with the new, improved interface.
Web Traffic since implementation on April.
