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Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/6f9e51c3-6245-436a-926a-51a7c5865acc/Screenshot+2025-11-29+at+12.59.09%E2%80%AFPM.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/c6dcc36b-a90e-4a0d-ae84-54c32ddd796d/Basket-Detail-01.jpg Work - Streamline Product Recommendations Standardizing recommendations as carousels created a clear visual hierarchy between basket items and upsells — a distinction that matters when users are managing a high-value purchase. The approach also reclaims vertical space on mobile and app, letting users see more of their basket without scrolling. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/e6739380-3ca6-4cdf-8db6-fc3ea1f62be4/Basket-Detail-02.jpg Work - Surface Fulfillment Options Upfront Exposing all fulfillment methods directly on the basket page eliminated an unnecessary edit step that was interrupting momentum at a decision-critical moment. The revised desktop layout makes better use of available screen real estate, giving users the information they need to commit to checkout with confidence. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/0702fd25-87fb-453b-b390-c5e2a9c0700f/Basket-Detail-03.jpg Work - Organize Around the User's Mental Model Loyalty rewards, samples, and promo codes were previously scattered across the page — easy to miss, hard to apply. Consolidating these into a dedicated Beauty Insider Benefits component reflects how users actually think about their rewards: as a unified set of value they expect to discover and apply in one place, before they checkout. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/161ae8f2-57ed-4745-a0db-28baad9ac3e1/Basket-Detail-04.jpg Work - Thumb-Friendly Modals Platform-appropriate design patterns were applied throughout. Primary CTAs were visually encapsulated and repositioned to support ergonomic, thumb-friendly interaction — small decisions that compound into an experience that feels effortless to use and understand. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/e01d35cd-1f05-4372-aa19-aa1e4728b592/Basket-Detail-05.jpg Work - Errors at a Glance Error recovery was redesigned to be immediate and actionable. Clear visual treatments with warning icons direct users' attention to exactly what needs resolving, reducing drop-off caused by confusion at a high-stakes moment. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/cd8bbaec-2b1a-4ed9-8de7-3fffb33229ab/Before-State-Manual-Process.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/c7a70792-71ad-4ab2-895b-ce0040b23db9/Scan-Gun-Existing-Flow.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/30a51304-b5cd-472a-bc61-f7c18a2679a1/Phase-1-Update.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/fb3dd314-8f91-4b40-8bee-13339ee388e0/Scanner-Before-After.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/875220e9-ba5e-4d4f-a4a9-1b06d4354b77/c126f264-3ec4-496a-b7ad-ae1890ce1b35.webp Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/91a1f7ab-7643-4d55-892b-e075d4233f1c/Checkout-Research.png Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/81c47f5b-8db3-4383-b65a-e355cb494dae/Checkout-Design-Principles.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/b33947cc-2f47-44db-822b-9cdf455b376a/1-Checkout+Detail+Each+Step+Clear.jpg Work - Clarifying High-Pressure Wayfinding In high-stakes flows, users need certainty, not error messages. I redesigned step progression to visually distinguish required actions from optional actions, using intentional hierarchy and empty states that guide rather than correct. This reduced cognitive load during a stressful decision point. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/5662ab72-90bb-4f04-a074-3449c14f878c/02-Case+Study+Address+Flow.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/0e3dac54-f5aa-4119-9c53-2c13cf114246/Checkout+Detail+Simplify+Payments.jpg Work - Streamlining Payment Decisions I replaced text-heavy payment options with recognizable brand logos and consolidated UI, reducing visual complexity at the critical payment decision point. This leveraged familiar patterns to build confidence and accelerate selection. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/007da76f-9fd8-4af1-9679-1c82ea36a72d/04+Checkout+Detail+New+User+Flow.jpg Work - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/dfeeb756-fd1e-4b80-a0c8-5b569dee8bbb/05+Checkout+Detail+Reuse+Patterns.jpg Work - Consolidating Scattered Benefits I unified previously fragmented offerings (loyalty rewards, samples, promotions) into a single, scannable Beauty Insider Benefits component. This transformed scattered decision points into one consolidated moment, reducing cognitive overhead and cart abandonment. http://www.heatherwihl.com/icons daily 0.75 2015-12-16 https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/1450227439668-C0A7UX8XR5H0W1KOT0LF/image-asset.png Icons http://www.heatherwihl.com/contact-2 daily 0.75 2019-03-08 http://www.heatherwihl.com/about daily 0.75 2025-12-07 https://images.squarespace-cdn.com/content/v1/566f4a070e4c117c7c60f3b0/1555283009353-V5IH6AK20A9MSS0W7C23/DSC08173.jpg About Photo by Lila b