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
Data research
With no proper metric trackers or KPIs in place, I collaborated with an engineer to establish a system for collecting and analyzing key performance data.
E-commerce
19% of users dropped off during checkout
37% exited before adding items to cart
8% canceled orders when asked to submit prescriptions
Weekly rise in site-related complaints
Client portal
48% of clients cited low ordering efficiency as a reason for churn
CSAT averaged 2 out of 5 on the existing site
60% of support tickets concerned navigation issues
Company profile
31% of users dropped off before interacting with the company profile site
User research
The challenge of this project was to create three unique experiences that tell a cohesive story. Through user interviews and satisfaction surveys, 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
Key solutions
The e-commerce site balances joy and simplicity, shaping a brand image that’s premium yet approachable.
E-commerce
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
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.
Business facing
Innovative, trustworthy, and pioneering
Company profile
Designed to present a clear and transparent story of Clearlab to prospective partners. It targets the early stages of engagement, and focuses on building trust and credibility.
Prioritized narrative and depth of information to establish confidence
Employed a scientific and storytelling-driven tone throughout the content
Designed every flow to naturally guide visitors toward contacting the company
Client portal
Designed to help clients quickly place orders and manage purchases. Since it’s used after a partnership is established, the experience focuses on clarity, simplicity, and speed.
Adopted a cooler color palette to strengthen the narrative of innovation
Used direct, professional content that communicates efficiency
Removed decorative storytelling elements to streamline the experience
Metrics
25% increase in successful check outs
18% increase in regional revenue
31% decrease in user drop off before adding items to cart
33% increase in company profile site interaction
Designing to make AI feel fun and approachable
AI lens finder
Clearlab faced a gap between product and customer, driven by the high barrier to trying on different lenses.
I designed an AI-powered feature that analyzes facial features and tones to recommend the best lens for each user, complemented by a chat system for questions and feedback.
** This is a visionary passion project I pioneered for Clearlab
Design process
The goal of this project was to design a seamless, in product, AI experience while lowering the barrier to a daunting feature. I conducted extensive market research, studying similar products to identify best practices and opportunities.
Takeaways:
UX writing must feel conversational
Most AI products are designed to feel cold and robotic
Users are accustomed to certain flows within AI products
Designs must feel immediately responsive to user input
Key solutions
The challenge was to blend the recognizable AI experience with the warmth and approachability of Clearlab's consumer facing voice.
Noteworthy:
Created moments of delight through motion design
Emphasized the warm and friendly tone in content writing
Kept the primary flow similar to popular AI products
Shaping brand stories into visual experiences
Branding
Clearlab had gone over a decade without dedicated design resourcing, relying on outdated visual assets.
I developed two distinct brand identities for its consumer and business facing operations, ensuring consistency while telling a compelling story.
Original designs
Logo
Type and color
Packaging
I'll let my designs do the talking for this project
Everything you see below were done by me
Spectral serif
Spectral serif
Spectral serif
