Kylie Cosmetics
The global beauty brand Kylie Cosmetics contacted us to create a new design for their multi-store Shopify site. We created a fully modular design system to accommodate 30+ categories and 2k+ SKUS.
Year
2022 – present
Project
Global e-commerce relaunch
Scope
Full redesign, digital branding, on-going optimization and design support
Industry
Beauty, Cosmetics, Skincare
Highlights
- Digital branding with updated colors and typography
- Mobile-first design with optimized UX
- VTO (Virtual try on) UX flow and modern UI design
- Scalable design system to handle over 200+ components and 50+ page templates
- Variant selection for multiple product categories
- Modular component design optimized for Shopify’s CMS framework
- Optimized for WCAG accessibility standards
- Collaboration with internal and external teams
- On-going design optimization
Briefing & Challenges
Client Brief
“We’re not happy with the current site, specifically the navigation and brand discoverability across our brands. We want something bolder, pinker, and more in line with Kylie’s vision. Something cute, unique, and high-converting. We also need to rethink the cart, bundles, and quick shop experience. Plus we need a strategy to unify all Kylie brands into one experience.”
Challenges
- New navigation system for better cross-brand discoverability
- Create a scalable design system to support frequent launches
- Align with Kylie’s brand while improving mobile-first UX
- Ensure the design structure worked with Shopify’s CMS
- Rethink cart, bundle, and quick shop flows for better conversion
Our Approach
Modular Design System
We developed a flexible, reusable design system tailored for frequent product drops and campaign rollouts, built to align with internal workflows.
Mobile-First, Brand-First
From PDPs to landing pages, every layout was crafted to perform on mobile without compromising Kylie’s signature visual identity.
Cross-Brand Navigation Redesign
We restructured the navigation system to simplify cross-brand browsing, making it easier for users to move between Kylie Cosmetics, Skin, Baby and now Fragrance.
The Results
“We love working with Same Same, it’s so great to have a team that understands the tech they are designing for. They have created something really dynamic that we will be able to use for many years.”
COTY Inc. on Kylie Cosmetics
Project Highlights
Quick Shop
We added a quick shop module, making it possible to shop all shades directly from the product listing page. This eliminates the step of having to go to the product page, and therefore makes purchasing faster and easier – increasing conversion.
Mini Cart
One of the biggest challenges was the extensive functionality requirements of the mini cart. Utilizing typography hierarchy as well as borders and backgrounds we were able to pack a lot of upsells and information into a small space.
Modular PDPs
We created a modular design system that adapts to each product type. Whether it’s a simple SKU, a bundle, or a single-product launch, the layout adjusts to support the content, media, and storytelling.
Ongoing design support
We continuously work together with the Kylie Cosmetics team to support new product launches. Our design supports for a huge scalability when it comes to introducing new product lines, categories and campaigns.
“Everyone LOVED the site experience, truly spectacular, one of your most complemented designs yet. We want Norman to live forever!! Thank you for everything, especially the UAT support.”
COTY Inc. on King Kylie Campaign
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