Revenue-Based Redesign

Topics: Beauty & Wellness, E-commerce, Retail, Fashion & Apparel, Consumer Goods, Digital Marketing

I led a ground-up redesign of goop.com homepage and core browsing experience, organized around revenue rather than goop legacy editorial calendar. Where the old goop.com bifurcated a chronological editorial blog from a separate shop, the redesign (part of the broader Mosaic strategy) unified content and commerce into a single discovery-led surface: a prominent search-for-anything entry point, feeds of questions and topics that blended articles with shoppable product, merchandised product collections, and contextual category hubs. The work was driven through rapid, test-first prototyping (a Quest for Revenue Tests workstream of wireframes and concept artboards) so each module could be validated for its revenue contribution before build. The result tied homepage real estate, navigation, and merchandising directly to incremental revenue.

Challenge

goop.com homepage organized around a chronological editorial edition calendar, with the shop sitting as a separate destination. Members and visitors saw new content but not always the product or story most likely to convert, and the site revenue-driving real estate was not laid out to support it. The opportunity was to reorganize the homepage and core browse around revenue, blending content and commerce into a single discovery surface.

Impact

Defined and prototyped a unified content-and-commerce homepage and core browse for goop.com as part of the broader Mosaic strategy. The work introduced a prominent universal search, discovery-led feeds of questions and topics that blended articles with shoppable product, merchandised collections and GP-curated picks elevated as revenue modules, and contextual category hubs. Every module was developed inside a Quest for Revenue Tests workstream so it could be validated against its revenue contribution before build. Note: quantified A/B and revenue-lift outcomes were not present in the sourced files and are not asserted here.