Glossier’s flagship blog Into the Gloss has remained stagnant in terms of architecture and layout since its inception.
In 2022, we wanted to give it a makeover to regenerate enthusiasm amongst the ITG community, support Glossier and match the demands of today’s digital audience.
The redesign was based on the strategy informed by in-depth audits of the current user experience, the audience and competitive analysis.
We audited other digital experiences in and out of market to identify best-in-class solutions to problems we’re solving for
We audited and catalogued over 50 tags across the editorial website
We audited the current experience listing the different verticals, themes, and types of content under each section
There are three key aspects central to Into the Gloss that are identified in this website redesign.
Not surprisingly, the main two target demographics were found to be Millenials (34.74%) and Gen-Z (24.20%).
Millenial
Gen Z
We identified three user groups based on their awareness about Glossier or beauty related subjects, and goals
Casual User
Users with low awareness about Glossier or beauty related subjects who land on the website with no defined purpose
Subject-driven User
Attracted by beauty related subjects and consume specific relevant content
High Engagement User
Actively shop for beauty and skincare products, and consume all kinds of content on the ITG website
Examining how demographic trends interact with user behaviors and habits.
This analysis involved auditing best-in-class experiences of both direct and indirect competitors, understanding what was successful for these competitors, and practices to avoid in order to find a white space for Into the Gloss as a pioneer tastemaker in the beauty industry
Positioning Into the Gloss as an inclusive, conversation-driven, interest-based editorial that encourages its users to personally define beauty by introducing them to beauty and lifestyle trends through the lens of their community
Based on the the key aspects and current experience audits, we have identified three key pillars critical to the user experience from start to finish.
The new experience will only be as successful as the content, product system, and technology that powers it.
A newly designed detailed taxonomy and navigation
Using Glossier's Skin First. Makeup Second narrative
To map out the flow of the new experience, we created three user journeys - one for each user type that was outlined in the audience segmentation.
The process started by developing wireframe sketches to lay a solid foundation for the components, templates and modules, as well as strengthen the pathing of the system.
I created a component-based design system laying the groundwork for a simple but scalable user experience, that is engaging, immersive and complete.
Designed by integrating the User Experience Strategy and new UI Creative Direction to create a flexible and dynamic modular system.
The modular system allows for variety keeping each screen fresh and exciting while also creating a consistent system that is easy to repurpose or modify.
Applying the modular system such that it is responsive to screen size and work across various touchpoints without losing any functionality
Retaining the predominantly black and white color palette, while refreshing it with bright pastel pinks to develop a modern, youthful, yet sophisticated look and feel
Pairing a simple standard sans serif HK Grotesk with the delicate decorative Panamera to emulate the themes of wellness and beauty
Elegant silhouetted stroke icons to fit the modern, sophisticated visual design
Using a sharp stroked angle as a constructing principle, creating bespoke icons for each section
