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Mentorship

About

Home

Mentorship

About

Home

Mentorship

About

L'Oreal

Timeline

2020-2024

Role

Graphic Designer, Manager

Scope

branding

UX/UI

Editing

Overview

During my time as a Senior Visual Designer at L’Oreal, I was immersed in the world of a global powerhouse in the beauty industry. L’Oreal's commitment to innovation and creativity provided the perfect platform for me to play a pivotal role in crafting the visual narratives for numerous B2B and B2C brands. My creative contributions not only enhanced the aesthetic appeal but also significantly shaped L’Oreal's brand story, with a 40% increase in engagement on CRM as well as creative directing top performing media assets.

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SoColor

Food for Soft

L'Oreal

Timeline

2020-2024

Role

Graphic Designer, Manager

Scope

branding

UX/UI

Editing

Overview

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Made with Framer

Contact me

Made with Framer

Contact me

Made with Framer

Contact me

Made with Framer

SoColor Certification

Timeline

8 weeks

Team

Matrix

Platform

Web (Desktop/Mobile)

challenge

Professionals lack easy access to product education

Matrix needed to educate salon professionals on their SoColor hair color line and certification process, but lacked a centralized digital platform. Colorists were learning through fragmented resources, leading to inconsistent color application techniques and reduced product mastery.

opportunity

64% of travelers are inspired by media

Create a dedicated certification hub that would:

Standardize SoColor education across all Matrix colorists
Establish Matrix as a thought leader in professional color education
Build a qualified network of certified color specialists

Standardize SoColor education across all Matrix colorists
Establish Matrix as a thought leader in professional color education
Build a qualified network of certified color specialists

success metrics

✔

Certification enrollment and completion rates

✔

User satisfaction with learning materials

✔

Time spent on educational content

✔

Reduction in color-related support inquiries

Research & Insights

User Needs

Salon professionals need flexible, self-paced learning that fits their schedules
Visual learning is critical for color education—colorists need to see formulations and results, not just read about them
Certification credibility matters for professional development and client trust

Salon professionals need flexible, self-paced learning that fits their schedules
Visual learning is critical for color education—colorists need to see formulations and results, not just read about them
Certification credibility matters for professional development and client trust

Industry Context

Color formulation and application is one of the most technical aspects of professional hairdressing
Professional certification increases colorist confidence and client satisfaction
Digital credentials are increasingly important for career advancement and portfolio building

Color formulation and application is one of the most technical aspects of professional hairdressing
Professional certification increases colorist confidence and client satisfaction
Digital credentials are increasingly important for career advancement and portfolio building

Technical Requirements

Mobile-responsive design for on-the-go learning between clients
High-quality image rendering for accurate color representation
Clear certification pathway with progress tracking

Mobile-responsive design for on-the-go learning between clients
High-quality image rendering for accurate color representation
Clear certification pathway with progress tracking

Design process

Information Archetecture

User Flow

Key Design Desicions

Launch

Quality/Testing

Responsive Design Strategy

Information Archetecture

Three Core Sections

Structured the experience around three core sections:

Program Overview: Value proposition and certification benefits
Learning Modules: SoColor technology, formulation techniques, and application methods
Certification Path: Requirements, assessment, and credential issuance

Program Overview: Value proposition and certification benefits
Learning Modules: SoColor technology, formulation techniques, and application methods
Certification Path: Requirements, assessment, and credential issuance

User Flow

Landing Page

Program Information

Enrollment/Login

Landing Page

Certification Achievement

Assessment

Educational Content

Program Information

Enrollment/Login

Landing Page

Certification Achievement

Assessment

Educational Content

Key Design Desicions

Hero-Driven Storytelling

Used a bold, full-width hero section with professional salon imagery to immediately establish credibility and aspirational positioning for the certification program.

Visual Hierarchy for Scanning

Organized content in digestible sections with clear headings, allowing busy salon professionals to quickly understand program structure and benefits between appointments.

Trust-Building Elements

Incorporated professional photography, clear program structure, and Matrix brand authority to establish legitimacy and value of the certification.

Color-Accurate Presentation

Ensured high-fidelity color rendering throughout the site—critical for a professional hair color education program where accurate color perception is essential.

platform adaptation

The user journey needed to be easily completed on mobile and touch friendly devices

Desktop: Full-width immersive experience with detailed content sections for in-salon learning
Mobile: Streamlined vertical flow maintaining visual impact while optimizing for quick reference during client consultations
Touch-Friendly: Appropriately sized interactive elements for mobile learning and on-the-floor reference

Desktop: Full-width immersive experience with detailed content sections for in-salon learning
Mobile: Streamlined vertical flow maintaining visual impact while optimizing for quick reference during client consultations
Touch-Friendly: Appropriately sized interactive elements for mobile learning and on-the-floor reference

Information Archetecture

User Flow

Platform Adaptation

Key Design Desicions

Launch

Quality/Testing

Modular destination system

Created a flexible template that could accommodate both episode-specific content (Italy) and general destination content (other locations), ensuring scalability.

Contextual entry points

Designed location-specific QR codes and ads that deep-linked users to relevant sections, reducing cognitive load and improving conversion.

Progressive disclosure

Layered information from inspiration (show content) → exploration (destinations) → action (hotel search), matching the natural user journey.

Key Design Desicions

Both computer and television integration was needed

Desktop/Mobile: Full search functionality with rich media
Fire TV: Lean-back browsing experience with watchlists and promotional content
Ads: Multiple formats (QR codes, banners, screensavers) driving to specific destinations

platform adaptation

Information Archetecture

User Flow

Platform Adaptation

Key Design Desicions

Launch

Quality/Testing

Personas

Persona 1

Rachel Smith, 23

Recent Graduate, Salon Employee

“I want to learn more about the products my salon carries and show clients they can trust me as a new stylist”

Personality

• Loves watching Instagram reels on her phone

• Inspired by all things colorful and helping clients express themselves

• Passionate about fashion, makeup and hair

• Loves watching Instagram reels on her phone

• Inspired by all things colorful and helping clients express themselves

• Passionate about fashion, makeup and hair

Frustration

• Wants to be able to get most of the product information in video format

• No free online or in-person experiences

• Not able to build trust with new clients

• Wants to be able to get most of the product information in video format

• No free online or in-person experiences

• Not able to build trust with new clients

Persona 1

Sharon Connors, 45

Experienced Salon Owner

“I do a lot of curly and coily hair and need to know if this product will suit my clients hair-types”

Personality

• Is a pillar in her local community

• Caters to mostly black and hispanic clientele

• Centers her family and is busy with them outside of work

• Is a pillar in her local community

• Caters to mostly black and hispanic clientele

• Centers her family and is busy with them outside of work

Frustration

• Needs to be able to digest educational content quickly

• In-person experiences

• Wants to feel up-to date on current trends with clients of all ages and ethnic hair-type

• Needs to be able to digest educational content quickly

• In-person experiences

• Wants to feel up-to date on current trends with clients of all ages and ethnic hair-type

Technical Innovation

Content Management Considerations

Designed a flexible content structure that allows Matrix to:

Update certification requirements as SoColor formulations evolve
Add new learning modules for product launches without redesigning the entire system
Showcase certified colorist success stories and transformations

Brand Integration

Balanced Matrix's professional brand identity with educational clarity:

Clean, professional aesthetic that doesn't compete with color education content
Typography hierarchy that guides users through technical formulation information
White space usage that prevents cognitive overload when learning complex color theory

Design Deliverables

Visual Design System

Responsive layouts for all breakpoints
Component library for consistent UI patterns
Photography art direction guidelines emphasizing color accuracy
Color palette optimized for both Matrix brand and educational content

User Experience

Intuitive navigation structure
Clear calls-to-action at each decision point
Progress indicators for certification pathway
Mobile-optimized learning experience for salon floor reference

Learnings & Impact

What Worked

Clear value proposition: Immediately communicating certification benefits and career advancement opportunities increased engagement
Professional aesthetic: High-quality visuals established program credibility within the professional beauty industry
Logical content flow: Structured information architecture made complex color theory and formulation content accessible

Future Opportunity

Interactive color formulation calculators and mixing tools
Community features for certified colorists to share formulas and results
Integration with salon management systems for client-facing certification badges
Gamification elements to increase completion rates
AR color visualization tools for client consultations

personal learnings

Design educational experiences for professional audiences that balance technical information with usability

Create responsive systems that maintain visual impact and color accuracy across devices

Work within established brand guidelines (L'Oréal/Matrix) while solving complex UX challenges

Design for dual-use cases: learning environment and on-the-floor reference tool

Contact me

Made with Framer

Filter Projects

SoColor

Food for Soft