/ Works
Proactiv
Proactiv underwent a full replatform to Shopify alongside a ground-up redesign — rethinking how one of skincare's most recognized brands sells online.
Proactiv underwent a full replatform to Shopify alongside a ground-up redesign — rethinking how one of skincare's most recognized brands sells online.
/ Overview:
Client
Alchemee (formerly The Proactiv Company)
Role
Shopify Design
UI/UX Lead
Branding
The objective was to help Proactiv craft a Shopify experience built on the strength of the brand's science-backed authority — redesigning the entire storefront from the ground up while simultaneously migrating off a legacy platform.
Research and stakeholder discovery were the foundation of the design process. I led interviews with executives, product managers, the CTO, and the internal creative team to surface priorities, platform constraints, and success metrics before touching a frame. Competitive analysis and a close review of how Proactiv's customers actually shop shaped the strategy that followed.
/ Overview:
Client
Alchemee (formerly The Proactiv Company)
Role
Shopify Design
UI/UX Lead
Branding
The objective was to help Proactiv craft a Shopify experience built on the strength of the brand's science-backed authority — redesigning the entire storefront from the ground up while simultaneously migrating off a legacy platform.
Research and stakeholder discovery were the foundation of the design process. I led interviews with executives, product managers, the CTO, and the internal creative team to surface priorities, platform constraints, and success metrics before touching a frame. Competitive analysis and a close review of how Proactiv's customers actually shop shaped the strategy that followed.
A Replatform and a Reinvention — at the Same Time
Proactiv's move to Shopify wasn't just a technical migration. It was a chance to rethink how the brand guided customers through a category where trust and patience drive outcomes — skincare that works, but only with consistent use.
A Replatform and a Reinvention — at the Same Time
Proactiv's move to Shopify wasn't just a technical migration. It was a chance to rethink how the brand guided customers through a category where trust and patience drive outcomes — skincare that works, but only with consistent use.
Product Detail Page (PDP)
The highest-stakes page in the redesign — and where most customer confusion lived. The redesigned PDP reframes each product as part of a routine: where it fits, when to use it, what to expect. Benefits and essential usage lead; ingredients and clinical detail expand on demand. Honest timelines like "Most users see results in 30+ days" surface before purchase. Authentic 30/60/90-day customer journeys are woven throughout rather than siloed in a reviews tab. Subscription terms — supply size, renewal dates, installments, modification options — are stated plainly before checkout, and product-specific FAQs live inline where the questions are actually being asked.
Education
Dedicated surfaces address the questions customers were already asking in reviews and support tickets — how routines work together, why consistency matters, what 30/60/90 days actually looks like. Education moved out of marketing campaigns and into the purchase path, where it does the real work of building confidence.
Product Detail Page (PDP)
The highest-stakes page in the redesign — and where most customer confusion lived. The redesigned PDP reframes each product as part of a routine: where it fits, when to use it, what to expect. Benefits and essential usage lead; ingredients and clinical detail expand on demand. Honest timelines like "Most users see results in 30+ days" surface before purchase. Authentic 30/60/90-day customer journeys are woven throughout rather than siloed in a reviews tab. Subscription terms — supply size, renewal dates, installments, modification options — are stated plainly before checkout, and product-specific FAQs live inline where the questions are actually being asked.
Education
Dedicated surfaces address the questions customers were already asking in reviews and support tickets — how routines work together, why consistency matters, what 30/60/90 days actually looks like. Education moved out of marketing campaigns and into the purchase path, where it does the real work of building confidence.
Reflection
The hardest design problems in commerce aren't visual — they're about trust. Customers weren't leaving the old site just because it looked dated. They were leaving because they didn't understand what to buy, when results would come, or what they were signing up for.
Solving that meant holding the line on research and clarity when timelines pressured the team toward shortcuts. In a category built on consistency and patience, the job of the UI is to be honest early — about effort, timelines, and commitment — so the product has a chance to deliver on its promise.
Reflection
The hardest design problems in commerce aren't visual — they're about trust. Customers weren't leaving the old site just because it looked dated. They were leaving because they didn't understand what to buy, when results would come, or what they were signing up for.
Solving that meant holding the line on research and clarity when timelines pressured the team toward shortcuts. In a category built on consistency and patience, the job of the UI is to be honest early — about effort, timelines, and commitment — so the product has a chance to deliver on its promise.
More Works
A selection of my other collaborations.
