Cohesive digital experiences
across multiple brands
Unilever needed a cohesive digital experience across Vaseline, Conimex, and Good Humor. Each brand had unique needs, but all had to follow Unilever's strict design guidelines while ensuring a clear and engaging user experience.
My Role
UX Designer
Focus
UI layouts · Content hierarchy · Navigation
Constraint
Strict Unilever design guidelines across all brands
−25%
Reduction in bounce rate across Vaseline & Conimex
+30%
Increase in recipe searches after Conimex restructure
+40%
Increase in engagement on Good Humor promotional page
About the project
nilever needed a cohesive digital experience across multiple brands — Vaseline, Conimex, and Good Humor. Each brand had unique needs, but all had to follow Unilever's strict design guidelines while ensuring a clear and engaging user experience.
As a UX Designer, I focused on refining layouts, improving content hierarchy, and optimising navigation to help users find information faster while maintaining brand consistency.
Vaseline
Conimex
Good Humor
The challenges
nilever needed a cohesive digital experience across multiple brands — Vaseline, Conimex, and Good Humor. Each brand had unique needs, but all had to follow Unilever's strict design guidelines while ensuring a clear and engaging user experience.
As a UX Designer, I focused on refining layouts, improving content hierarchy, and optimising navigation to help users find information faster while maintaining brand consistency.
Strict guidelines. Ensuring every design adhered to Unilever's extensive design standards, including layout rules, typography, and colour revisions.
Strict guidelines. Ensuring every design adhered to Unilever's extensive design standards, including layout rules, typography, and colour revisions.
Time pressure. Delivering high-quality designs across brands within tight deadlines.
Limited UX focus. Focusing on UI layouts and copy improvements without conducting user interviews or research due to time and resource constraints.
The problem
The websites had navigation and content issues leading to users struggling to find information, high drop-off rates due to unclear page layouts, and lower engagement on key product pages.
"Our goal was to make the experience simpler, clearer, and more engaging while staying true to each brand's identity."
How I structured the work
Each brand presented a distinct challenge that required a tailored approach — while still operating within the same design system and timeline constraints.
CONIMEX
Website structure & copy refinement
Streamlined cluttered navigation and improved content hierarchy to highlight key products and recipes. Resulted in a 25% reduction in bounce rate.
VASELINE
Product landing page optimisation
Redesigned an overloaded product page to improve scannability and discoverability. Better page flow made it easier for users to explore product benefits and skincare tips.
GOOD HUMOR
Seasonal promotional landing page
Created a seasonal promotional page to drive engagement with clear CTAs. The page performed well, directly increasing user interaction by 40%.
ACROSS ALL BRANDS
Simplifying within constraints
Each project focused on simplifying the user experience while ensuring brand consistency — adapting designs to strict Unilever guidelines without sacrificing usability.
06
Key decisions I made
The websites had navigation and content issues leading to users struggling to find information, high drop-off rates due to unclear page layouts, and lower engagement on key product pages.
Prioritising content hierarchy over visual decoration
Across all brands, the temptation was to add more visual elements to feel "premium." I pushed to simplify — reducing noise and letting structure do the work. This directly drove the bounce rate improvements on both Vaseline and Conimex.
Adapting the approach per brand, not using a single template
Even within the same design system, Vaseline needed scannability for product discovery, Conimex needed recipe findability, and Good Humor needed conversion-focused CTAs. I resisted a one-size-fits-all solution and adapted the UX pattern to each brand's user goal.
Navigating stakeholder feedback across multiple teams simultaneously
Across all brands, the temptation was to add more visual elements to feel "premium." I pushed to simplify — reducing noise and letting structure do the work. This directly drove the bounce rate improvements on both Vaseline and Conimex.
What I learned
BRAND VS USABILITY
Balancing brand consistency with usability - adapting designs while staying within strict guidelines required constant judgment calls.
CROSS-TEAM COLLABORATION
Working with diverse teams across brands required clear communication and quick decision-making to keep revisions from stalling delivery.
POWER OF SIMPLICITY
Simple, structured designs improve usability - even with limited UX flexibility, structural clarity had a measurable impact on engagement.
Project impact
Each brand saw measurable improvements in the metrics that mattered most to them. The work demonstrated that thoughtful UX decisions - even without full research access — can shift real business outcomes when applied with precision and clear intent.
What I'd do differently
Push for even lightweight user research earlier — even informal testing would have validated some of the structural decisions faster and with more confidence.
Establish a shared feedback process across all three brand teams from the start, rather than adapting mid-project as review cycles started to overlap.
Document design rationale more formally for each brand — the constraint-heavy environment meant decisions were sometimes made quickly without a written record, which made stakeholder alignment harder in later rounds.