Promoted from contractor to UI/UX Design Lead — managing digital engagement for 10 hair extension brands. Built a unified design system, established a research program, mentored an incoming designer, and led the launch of 8 brand websites.
Beauty Industry Group is a portfolio company managing 10 hair extension brands across direct-to-consumer and professional market segments. When I joined as a contractor, each brand was operating in isolation — no shared components, no unified research process. I was promoted to UI/UX Design Lead to change that.
Each brand had a unique identity, customer base, and price point — from DTC consumers to professional stylists. Every project started from scratch because there were no shared components. No standardized research process meant design decisions were based on assumptions, not evidence.
How might we simplify the enrollment process so new distributors can complete it confidently
— on any device, without a mentor?
The answer was a unified design system with responsive, reusable components that supported brand-specific workflows. Each brand could express its own visual identity while drawing from shared, production-tested foundations — eliminating redundant work across every project.
Every brand had unique needs, but the underlying UX problems were the same. I built the infrastructure once and made it work for all 10.
Each brand had its own stakeholders, opinions, and history. The design system only worked because I involved brand teams early — showing them how shared foundations actually gave them more control over their identity, not less. The research program had the same dynamic: people had to see the value before they'd participate. Once they did, it became the most requested resource across the company.
Open to new opportunities — UX Design Lead, Senior Product Designer, and the right team.
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