LOOKLIVE
A Website Redesign: Homepage.
The End of the Infinity Scroll
The 2017 homepage of looklive.com There was no hero image, no call to action, just endless scroll of the latest new celebrity fashion.
In 2019, Looklive was a popular destination known for its captivating "endless scroll" of celebrity and influencer photos.
The idea was that you could shop like the stars by hovering over the celebs clothing. This app gave you direct information and links to buy what the celebs are wearing and for those with a tight budget, you can find items that looked similar from different brands but for less. A lot of revenue came from these affiliate links.
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This approach, while visually striking, created a significant user engagement problem: users were overwhelmed by the sheer, unending volume of content. The experience lacked structure and a clear path for a user to move from passive browsing to active discovery and, eventually, to making a purchase.
My role was to tackle this challenge by leading the redesign of the front page, transforming the firehose of images into a more organized and user-friendly experience.
My Design Process
Uncovering the Core Problem
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My initial collaboration with the engineering team helped us pinpoint the core pain points. We recognized that the "endless scroll" was a usability bottleneck. We needed to transition from an experience that simply presented content to one that empowered users to make informed decisions and seamlessly navigate to purchase items. We defined our primary objectives as:
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Break up the overwhelming endless scroll into a more digestible, organized homepage.
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Enhance user engagement by creating a clear path from visual inspiration to a purchase.
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Help users make more informed decisions by improving the discoverability of curated looks.
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From Ideation to Validation
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My process began with rapid, low-fidelity ideation. I used paper sketches and whiteboards to explore various ways to section the homepage into meaningful groups. This quick iteration helped me test different organizational structures and gather early feedback, ensuring we were moving in a direction that would resonate with users.
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After establishing a solid conceptual foundation, I created high-fidelity mockups. We then worked with the research team to conduct A/B and usability tests, validating our key assumptions. This data-driven approach confirmed that breaking the page into distinct sections effectively giving the user "10x" more usability was a successful strategy for improving overall engagement.
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In the end, I settled to go with a black background, helping colors pop, and bringing in that feeling of elegance and a more upscale look something to help make the fashion brand seem more "legit." in their celebrity fashion efforts.
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Users now have a call to action, rotating the hero image to showcase celebs with brands that yield high profits or that went viral (think Met Gala.) Also instead of endless scroll its separated by the 3 main ways users searched.
The Guiding Principle
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Throughout the project, my work was guided by a core design principle: invitation, not instruction. Rather than forcing a user down a single path, the new designs would subtly invite them to engage with the product details and navigate to a purchase. This approach transformed the user experience from a forceful "Here you go!" to a friendly "Hey, check this out!"
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Project Impact
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My background in development was a unique asset that allowed me to collaborate seamlessly with the engineering team. We were able to communicate effectively, quickly assess technical constraints, and find optimal solutions that were both elegant and buildable.
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The final designs successfully transformed the front page from a purely visual gallery into a purposeful hub for discovery. By sectioning the content into intentional groups, we dramatically improved user engagement and created a clear path from inspiration to action.
