Versed
2024 - 2025
Brand-Aligned Redesign & Module Customization
UX Design · UI Design · Brand Translation · Module System Design · Shopify 2.0 · Interaction Design ·
What started as a section refresh became a full digital redesign. I led the build of Versed 2.0 site — a modern, flexible system built for product discovery and ingredient education.
Lead Designer: Kira Gelbard
Director of Delivery: Kim Samuelson
VP of Development: Elena Bogdanova
The Problem
Versed had evolved. Their new brand direction was modern, ingredient-led and aesthetically driven. But their digital experience hadn't caught up. There was a disconnect between who Versed was becoming and what customers were actually landing on.
My Role
As Principal Designer I led the project end to end, from concept through delivery, working directly with the Versed team to build their 2.0 digital experience from scratch.
I owned the design system, client presentations, and every touchpoint from PDP to cart.
Key Design Decisions
An ingredient-first PDP
Every section designed with one goal: help shoppers understand what they're putting on their skin. Ingredient callouts, visual storytelling, and dedicated education blocks built to inform and convert.
Building with the brand team
I kept Versed closely involved throughout the design process, presenting iteratively and incorporating feedback at every stage. The result was a tighter feedback loop, faster decisions, and a system we built together.
Clean, airy, and editorial. Every design decision was rooted in translating that visual language into a digital experience that felt unmistakably Versed 2.0.
A carousel built for conversion
I designed a hover-enabled quick-add carousel that lets shoppers explore product variants without leaving the page. The goal was to enhance the discovery path with less friction, a cleaner layout, and higher conversion.
Hover-enabled quick-add carousel designed to shorten the path to purchase.
