PAULA’S CHOICE

Paula's Choice is a skincare brand known for science-backed, ingredient-transparent products. As Lead UX/UI Designer at EKKO Studios, I managed web UX optimization and digital promotional rollouts for the brand within Salesforce. My focus was improving the site's searchability and launching new promotional material.

SEO & Site Management

Day to day, I used Salesforce to manage items, create banner images, edit pages, and roll out sales. Search visibility shaped how I built those banners. Rather than baking text into flat images, which search engines can't read, I kept the text in each banner as live text layered over the image. That way, the messaging on every item's banner was readable by search engines, so the visuals supported the site's SEO and didn't hide key content from it.

Working Within an Established Brand

Paula's Choice already had a defined identity, so this project was an exercise in doing strong work inside a precise styleguide. The brand colors were set, which left me a limited palette for banner imagery. I used accessibility tools to confirm that every color pairing met AAA contrast standards.

Campaigns & Promotions

Beyond the site's day-to-day maintenance, I designed new promotional campaigns and the communications that reached the brand's target audience, including emails, popups, and print pieces. I treated each campaign as a complete system rather than a one-off asset, designing every touchpoint with care and carrying the campaign consistently through the entire website so customers had the same experience whether they arrived by email, popup, or the homepage.