Unique narratives for e-commerce, client portal, and company profile
Clearlab lacked a cohesive online identity that could scale across different audiences.
Within a year, I designed and led the development of three websites, each tailored to specific users and customizable by region to meet sales needs.
** Please note designs below contains pre-redesign packaging
01
E-commerce
02
Client portal
03
Company profile
Design process
The challenge of this project was to create three unique experiences that tell a cohesive story. Through user interviews and data research, I identified the exact target audience of each website.
E-commerce
Consumers aren’t looking for complicated science, they just want something that works well and feels good to use.
Client portal
Clients want a simple, efficient way to place orders and further business opportunities.
Company profile
Business partners want reliable collaborators with proven credibility and a clear vision for future innovation.
Recognizing that each site is built for distinct audiences and their needs, I developed two brand voices for Clearlab.
Consumer facing
Human, delightful, and comfortable
Business facing
Innovative, trustworthy, and pioneering
Key solutions
The e-commerce site balances joy and simplicity, shaping a brand image that’s premium yet approachable.
Consumer facing:
Introduced warmth through curated illustrations and photography
Crafted a human and elegant content tone
Created familiarity through consistent UX patterns
Refined information hierarchy to make essential details more digestible
Added moments of delight through intentional use of color and motion
Designed to build trust and maximize efficiency, the client-facing sites carry a tone of credibility and scientific precision.
Business facing:
Utilized vector designs instead of photography
Introduced a colder color palette to further push the 'innovative' narrative
Direct and professional content writing
Added science descriptors to increase trust
Users see clear lenses and color lenses as fundamentally different: medical versus beauty,
I used color transitions to express that shift and add a moment of delight during the navigation flow.
25% increase in successful check outs
18% increase in regional revenue
31% decrease in user drop off before adding items to cart
67% decrease in site related complaints
Dropbox’s file sharing platform for businesses
DocSend granular permissions
Design process
I kicked off the project with a two-month research phase, speaking with over seven different active users, from a range of businesses, to uncover key insights.
Identified issues:
Severe lack of trust in content safety
Highly complicated flow of editing content permissions
Declining rate of files uploaded and shared
Little to no defined measurable metrics
Fragmented flows and no design consistency
Thousands of permission related CX tickets every week
Before moving into design, I evaluated each design solution based on engineering workload and its potential impact on both users and the business.
P0
Designing a feature that allows mass editing of content permissions
UX overhaul to simplify and streamline the permission editing flow
Introducing contextually relevant entry points for permission editing
Allowing easy access to file sharing from any core flow
P1
Updating the design language to bring consistency
Creating new opportunities for account upgrade upsells
Designing new flows for better visibility of new features
P2
New design system and UX standardization for feature tutorial
Introducing motion design to bring delight and polish
Key solutions
By utilizing action bar buttons that open into detailed controls, I allowed users to only see the most critical information at the top level with the option to have more control.
Noteworthy:
Displays permission statuses even when inactive
Maintains flow by avoiding disruptive interactions like modals or drawers
Surfaces detailed information contextually, based on task relevance, to lower design clutter
Enabled users to update permissions across multiple files and links, with changes applied seamlessly across flows.
Introduced a checkbox system that reduces clicks and made the flow 38% more efficient.
Metrics
32% increase in product active users
41% increase in permissions adoption
49% increase in user satisfactions with permissions
2% increase in total customer retention