Dermstore Site Redesign
Overview
Dermstore, a California-based subsidiary of Target Corp., underwent a full rebrand in 2015, prompting a complete redesign of its e-commerce website. The existing site was outdated, visually inconsistent, and not optimized for mobile use. During the redesign, we transitioned from managing separate desktop and mobile sites to a fully responsive experience. This project also included the creation and implementation of a new design system, establishing a scalable visual and UX framework that aligned with the refreshed brand identity and improved overall usability.
Role
As the sole UX designer on the project, I was responsible for leading the user experience strategy from the ground up. This included conducting competitive research to benchmark industry best practices and identify opportunities for differentiation. I then translated those insights into a mobile-friendly, responsive design that addressed both user pain points and business goals. My work laid the foundation for a seamless shopping experience across devices and helped modernize Dermstore’s digital presence during its rebrand.
Style Guide
For the Dermstore site redesign, I developed a detailed style guide that aligned with the brand's premium and luxurious aesthetic while prioritizing usability and clarity. This guide became the cornerstone of our design process, outlining essential elements such as typography, color schemes, iconography, UI components, spacing, and interactive patterns.
The style guide not only ensured visual consistency across the site but also facilitated a smooth handoff between design and development teams. By defining clear standards, it minimized discrepancies and allowed us to introduce new features seamlessly, all while maintaining a strong, cohesive brand identity.
With the style guide in place, we were able to maintain a user-centric design approach that emphasized simplicity, elegance, and accessibility. This ensured that every interaction on the Dermstore site was intuitive, user-friendly, and reflected the trusted, high-end nature of the brand.
Building New Content - Video Wall
As part of the Dermstore rebrand, the team identified the need for a centralized hub where users could easily discover and access all video content. I was tasked with designing a dedicated Video Wall page that showcases a curated collection of videos — including tutorials, product highlights, expert advice, and brand stories.
The goal was to create an engaging, intuitive experience that allowed users to browse and view content effortlessly. The layout prioritized visual appeal and ease of navigation, using a grid system with clear categories, thumbnail previews, and smart filtering options. Special attention was given to responsive design to ensure a seamless experience across devices.
By introducing the Video Wall, Dermstore was able to strengthen its content strategy, enhance user engagement, and offer visitors a richer, more interactive brand experience.