BETRANSCENDENT SKIN is a black female-owned small business founded by Janeya Anderson in 2018. Since 2019, the business experiences year over year business decline as a result of covid, supply chain and shipping challenges and unflavorable customer experiences. Using STEPPS and SWOT Analysis, I created a viral growth strategy and recommendations to revive the brand

In addition, my marketing partner Leslie Martinez and I created a data-driven digital marketing strategy for BETRANSCENDENT SKIN identifying key marketing moments, opportunities, consumer sentiments and industry forecast for 2021

As covid pandemic accelerated the demand for eCommerce and the need for better digital customer experiences, I led the US digital design team at IT Cosmetics to re-imagine promotion campaign concepts and design.

Using data to understand trends and consumer sentiments, we tackled promo fatigue and approached campaign design on brand but unconventionally. We injected moments of social and cultural relevances, rejuvenated typical promo campaigns into joy-sparking eCommerce events.

Fun Fact – As of February 2021, Pew Research Center finds 85% of Americans own a smartphone. As a result, it has become the primary on-ramp to the digital superhighway. In 2020, over 60% of U.S. website visits originated on mobile devices, only 38% from desktops and 3% from tablets, according to a Google Analytics studyFully supported by Director of eCommerce and US head of creative, I was tasked with leading the homepage revamp for US IT Cosmetics eCommerce flagship, optimizing design to create maximum mobile shopping experiences. (Forbes.com)

At IT Cosmetics, I was tasked with leading the pilot homepage revamp for US IT Cosmetics eCommerce flagship, optimizing design to create maximum mobile shopping experiences. I led the design team to create “out-of-the-box” design for the digital storefront despite an outdated CMS platform with many technical challenges. The storytelling approach from both content and visual perspectives received many praises from teams across divisions.

* please note prototypes best viewed on desktop with optimal internet connection

Fun Fact – Believe it or not, the world’s top ecommerce service, Amazon, was sued as recently as 2018 over accessibility barriers to users who are blind or visually impaired. Like many other cases on this list, the main complaints were an inability to use screen readers on the website, as well as incompatibility with refreshable Braille displays. The ADA lawsuit ended in a settlement. (essentialaccessibility.com)

To support better IT Cosmetics site experience, I was tasked to research about web accessibility and recommend immediate actionable solutions