Impress / BRAND STOREFRONT LAUNCH
One brand.
Nails and lashes.
Leading Impress’s first storefront launch across Amazon and Walmart—from research and wireframes to a shared shopping experience for nails and lashes.
Project leadership · Content strategy · Wireframes · Art direction · Storefront design
Building for both categories
Impress was launching its first brand storefronts, but the proposed layout favored nails. I reframed the structure around a shared brand experience, giving lashes equal consideration in category entry, imagery and content placement.
Leading direction and execution
I led the project from research and wireframes through final design, defining the content hierarchy, selecting modules and imagery, and presenting recommendations for approval. I partnered with the nail design team to bring both categories into one cohesive storefront.
01 / RESEARCH & DIRECTION
Two approaches. A deliberate choice.
I reviewed available platform modules and competitor storefronts, then presented two ways to organize the experience: introduce the brand and new collections first, or lead with bestsellers. Both gave nails and lashes a clear entry point. The team selected the storytelling direction.
Selected direction
Storytelling-led
Prioritizes the brand and new collections before bestselling products.
Alternative explored
Bestseller-led
Prioritizes bestselling nail and lash products for earlier product discovery.
Initial wireframes developed with AI assistance following my research; I refined the structure through design development.
02 / DESIGN DEVELOPMENT
Refining the shopping journey.
I used successive design studies to evaluate how lifestyle imagery, category introductions and product features worked together. Working with the nail design team, I refined the selected direction into the final module sequence and visual design, keeping both categories represented throughout.
Lifestyle-led entry
Leads with model imagery, followed by the brand story.
Category-first sequence
Moves from category entry directly into nail and lash features.
Product-led entry
Opens with products in lifestyle settings, then introduces the brand.
Scroll within each design to explore the full layout.
03 / AMAZON STOREFRONT
One storefront. Two clear paths.
The launch brought nails and lashes together under one brand introduction, with dedicated category features and routes to shop. The final experience translates the approved direction into Amazon’s modules across desktop and mobile.
DESKTOP
MOBILE
A consistent shopping experience across desktop and mobile.
04 / WALMART
A shared direction, adapted for Walmart.
I adapted the content hierarchy and visual direction to Walmart’s navigation and module options, carrying the same category balance into a second retail environment.