BENEFIT COSMETICS
Benefit wanted to strengthen its position as the authority in pore care. Instead of sending customers to scattered product pages, we built a destination that educated, cross-sold, and converted — all within the constraints of an older site system.
Role: Creative Lead (UX Strategy, Content Design, Visual Direction)
Agency: Third and Grove
Scope: UX architecture, content design, component strategy, client direction
THE CHALLENGE
Benefit had strong products and a playful brand voice, but no cohesive place to guide shoppers through its pore-care story. The site was due for a larger redesign the following year, so we had to work inside an existing system with a limited budget for new components. The challenge was to make the most of what already existed while introducing enhancements that felt seamless and scalable.
THE WORK
I designed the Pore Care Hub to reframe Benefit’s pore line as a system, not just a set of products. The UX guided customers from education into product exploration, weaving storytelling with shoppable paths. We reused existing modules where possible and created new ones only where the story demanded it. The visual direction balanced Benefit’s playful personality with clear, conversion-focused design. By making the page feel both fun and useful, the hub became a place where customers could learn, shop, and return.
MY ROLE
I led the UX and creative direction, mapping the structure, designing content flow, and setting the visual approach. I collaborated with strategists on SEO and with developers to ensure every component was feasible within the system. I also directed client presentations, helping stakeholders understand how the hub could function as both an educational tool and a revenue driver.
+160%
New Users
+100%
Revenue From
Pore-related products
+1,100
New Keyword Ranking
OUTCOME
The Pore Care Hub transformed Benefit’s scattered product story into a cohesive, high-performing digital experience. By unifying education, storytelling, and commerce in one place, the work strengthened the brand’s position as the authority in pore care and delivered lasting gains in visibility, engagement, and revenue.