A digital glow up with attitude

Cosmetics brand Morphe came to us in a moment of transition, hoping to evolve their retail site in stages as they prepared to launch a total reimagining of the brand by Design Army.


Strategy, UX, Design, and Paid Media


eCommerce and Fashion

With a full redesign on the horizon we used the pre-launch period as an opportunity to evaluate and improve the front-end experience based on heuristics and ecommerce best practices. We concentrated on maximum impact, minimum cost, recommending interface and layout updates that fit within the existing technical architecture. Refinements began in the highest traffic areas first, such as product and category, before commensurate changes were made to the homepage. 

The work shown, a close collaboration with the Morphe and Design Army teams, lays some ‘main character energy’ on the high-performance foundation. Best expressed in motion, the site makes extensive use of videos, both as brand moments and practical video tutorials, blending together the expressive with the down-to-earth. Those core tenets are also embedded directly in the information hierarchy and content design, with dynamic story beats coming between promotions and product placement.