The Ordinary / Deciem
ROLE
Senior Product Designer · Via Valtech
TIMELINE
6 months · 2020–2021
Team
Lean multidisciplinary team: UX lead, developers, project managers, product owners, and the client's marketing team
SCOPE
Six-brand e-commerce ecosystem · Design system
I OWNED
The visual and product design of the core shopping experience, from design system foundations through final page designs
The challenge
Deliver a cohesive, scalable shopping experience across six distinct brands, balancing bold aesthetics with functional, user-friendly design.
What I did
Designed the e-commerce experience across navigation, product listings, and product detail pages: accessible, aligned with UX best practices, and built on a templated design system that unified six brands while preserving each one's identity.
The outcome
A shipped, future-proofed platform with simplified cross-brand navigation, conversion-friendly product pages, and reusable templates that made future updates fast.
TL;DR
Deciem built its reputation on making science-driven beauty accessible, and its growth outpaced the platform underneath it: six brands, each with its own identity, sharing one shopping experience that strained under constant evolution. The redesign had to keep two promises at once: a templated platform cohesive and scalable enough to grow with the business, and flexible enough that The Ordinary still feels like The Ordinary. At Valtech, I designed the redesigned Deciem e-commerce experience on a scalable system built to do exactly that.
My takeaway — and what that means for you
