E.L.F
ROLE:
2021-2023 // VISUAL DESIGNER AT ELVA DESIGN GROUP
DELIVERABLES:
ECOMMERCE
UI/UX
APP DESIGN
CLIENT:
ELVA X ELF COSMETICS
This project reimagined the e.l.f. Cosmetics mobile app through a more cohesive, scalable visual system, aligning the app experience with the brand’s broader digital ecosystem while improving clarity, hierarchy, and product discovery.
THE CHALLENGE
The existing app experience lacked a cohesive visual system, creating friction across navigation, product discovery, and content hierarchy, especially as the brand and product catalog continued to grow.
UX EXPLORATION
Early exploration focused on translating e.l.f.’s web patterns into a mobile-first system, testing hierarchy, navigation models, and content density to balance brand expression with usability.
VISUAL DIRECTION
The visual system was refreshed to bring clarity and cohesion to the app experience while aligning more closely with e.l.f.’s broader brand ecosystem. I translated existing web patterns into a unified mobile experience by refining typography, strengthening visual hierarchy, updating image selections, and reimagining badges, icons, and product cards for smaller screens. Navigation was also refined to reduce friction and support a cleaner, more intuitive user flow.
FINAL UI SCREENS
With the design system in place, I designed a refreshed tabbed homepage experience focused on clarity, discovery, and brand expression. Stronger imagery, modernized product cards, and refined hierarchy helped surface key content more clearly, while updated spacing and layout decisions created a cleaner, more intuitive browsing experience across the app.
THE RESULT
The final designs created a more cohesive and intuitive app experience, reducing visual noise and improving clarity across key browsing flows. The updated system also established a scalable foundation for future features, merchandising, and content expansion.