Aveda - Apple Pay Integration & Smashbox Website Redesign

At Estée Lauder, I led key initiatives across multiple brands, including the integration of Apple Pay on Aveda.com and the replatforming of Smashbox’s website to improve functionality, user experience, and brand alignment.

Objective

Aveda sought to simplify the checkout process with a more streamlined, flexible payment system, while Smashbox needed to modernize their digital experience to reflect the brand’s evolving identity and customer needs. My goal was to deliver impactful solutions tailored to the specific challenges each brand faced.

Part 1: Aveda Apple Pay Integration

My Role:
I led the integration of Apple Pay on Aveda’s eCommerce platform, working closely with payment providers and internal stakeholders to ensure a seamless user experience across both mobile and desktop platforms. The project involved collaborating with engineering and finance teams to manage the technical and financial integration of Apple Pay.

Process and Solution:

The integration required detailed coordination between internal teams and third-party vendors, ensuring that the payment process was both secure and efficient. We implemented Apple Pay to reduce checkout friction, improve conversion rates, and align with Aveda’s goals of providing a seamless customer experience.

Key Results:

Reduced checkout time by 20%
Increased transaction completion rates by 10%

Part 2: Smashbox Website Redesign

My Role:
As Project Manager, I oversaw the replatforming of Smashbox’s website. I worked closely with cross-functional teams, including Brand, Creative, UX/UI, and Copy, to implement key changes such as modernizing the PDP/PLP pages and adding ingredient listings. My role was to ensure alignment between technical execution and the brand’s creative vision.

Process and Solution:

The replatforming effort involved migrating Smashbox to a more flexible, scalable infrastructure, while the redesign focused on improving usability and aesthetics. Partnering with the UX/UI team, we revamped the PDP/PLP to enhance navigation and product visibility. I also coordinated with the Brand and Copy teams to implement ingredient listings that met customer expectations for transparency.