Role: Lead UX Designer (Contract)

Project Duration: 12 Weeks

Project Type: UX/UI

Tool: Figma

OVERVIEW

I was the lead designer (contract) working on the strategy and redesign of the Girlboss website, focusing on the Homepage, Shop Page, and Read Page. The goal of this project was to create a consistent, unified theme across the site that better showcased the brand's full range of offerings. The team wanted to update the platform that supported full content discovery while staying true to Girlboss’ unique identity.

PROBLEM

Much of Girlboss’ content (blog, podcast, and digital resources) was hidden or difficult to find, making it hard for users to discover their full range of offerings

The brand relies heavily on its website for interactions, engagement, and online purchases. As a result, their core platform needed to feel more aligned, both visually and strategically and better represent who they are as a brand. This redesign focused on improving product discoverability and engagement across the platform, creating a clearer, more connected experience for users.

BEFORE - HOMEPAGE
(DESKTOP & MOBILE)

BEFORE - SHOP PAGE
(DESKTOP & MOBILE)

BEFORE - READ PAGE
(DESKTOP & MOBILE)

THE GOAL AND VISION

The team shared specific goals for each page, which helped guide the design direction and content strategy

I worked closely with the General Manager, Executive Editor, and Content Marketing Manager throughout this project to gain a deeper understanding of the brand and align on key priorities to make sure their vision was accurately reflected.

On the Homepage, the goal was to push the Girlboss Daily newsletter with multiple sign up opportunities throughout the page, promote both free and paid digital resources, include more blog and podcast content, feature their Instagram, and include creative elements that reflected the brands personality.

The Shop Page needed a better flow, so I focused on refining the structure and reordering the sections. For the Read Page, the goal was to better showcase blog and podcast through hybrid sections and transforming the page into a more engaging, multi-channel hub that felt fun and easy to browse.

MOODBOARD

I created this moodboard based on the inspirations and references shared by the General Manager, Executive Editor, and Content Marketing Manager. These were some of the elements they felt that aligned with the brand and wanted it incorporated in the redesign. Having this reference to refer back to helped guide the strategy and direction of the wireframes across all three pages.

RESEARCH & DISCOVERY

Gathered and reviewed team insights, audience data, and competitor research

Audience Insights

The team shared a detailed breakdown of the Girlboss audience, which helped shape content hierarchy, tone, and design strategy to ensure an engaging user journey for all ages.

Primarily women based in the U.S. (87%)
Age breakdown:
• 47% aged 24–34
• 28% aged 35–49
• 12% aged 18–24
Most work full-time, split across remote, hybrid, and in-office setups
47% hold mid-level roles and 25% are in junior positions
Disposable income goes toward leisure, wellness, fashion/beauty, and investing

Design Preferences & Inspirations

These were the references the team admired for their design and functionality:

The Gist: Clean color palette, prominent newsletter CTA, embedded content (podcasts, blog posts, IG slider)
Service95: Clear organization, multimedia elements, embedded videos, and focused pop-ups
Her First 100K: Homepage guides, resource teasers, dynamic content
Entreprenista: Podcast + blog integration, category filters, dynamic visuals

Competitors

Reviewing Girlboss’ competitors helped me identify opportunities to set the brand apart in an authentic and meaningful way.

Betches: Strong brand voice, multi-platform reach
The Skimm: Newsletter & podcast focused
The Newsette: Strong editorial tone and newsletter focus
The Assist: Career-focused, newsletter driven
Career Contessa: Shoppable content, courses, podcast, and resources
The Everygirl: Diverse categories, strong ecommerce/digital offering

DESIGN DECISIONS AND PROCESS

My goal was to design flexible components that worked across all pages and ensured cohesion for future landing pages

Since Girlboss doesn’t have an in-house designer, I created reusable, multi-purpose components for their design library. This ensures that the website will remain consistent and scalable as the team updates future landing pages on their own, even after my role in the project is finished. Every section of the Homepage, Shop Page, and Read Page has been designed as a component so everything can be easily reused, rearranged, and repurposed.

To improve the flow and content discovery, I introduced horizontal scroll components in different formats, making it easier to showcase blogs, podcasts, and digital resources without overwhelming the layout. I also designed variations of listing layouts to provide variety and avoid repetition.

Beyond functionality, I brought in playful, branded moments, and interactive elements that are unique to Girlboss while still serving a clear purpose.

NEW MOBILE EXPERIENCE

LOW - MID FIDELITY WIREFRAMES

After several rounds of feedback and iterations, these were the final wireframes the team felt confident moving forward with into the high-fidelity phase.

HOMEPAGE WIREFRAME (DESKTOP & MOBILE)

SHOP PAGE WIREFRAME (DESKTOP & MOBILE)

READ PAGE WIREFRAME (DESKTOP & MOBILE)

DEVELOPMENT

Entering into the build stage, I was a bit nervous since this was my first time working with an offshore developer under Girlboss and I wasn’t sure what to expect. However, the overall experience turned out to be incredibly smooth. We kept the communication open and consistent throughout, which really helped the process, even with the time difference.

The developer was a huge team player during the QA stage. Patient, detail oriented, and committed to building all three pages accurately to match the final designs.

Each page in this redesign was built using new components, with the Homepage serving as the foundation. This made it easy to repurpose elements across the Shop and Read pages, with only a few new additional components needed.

FINAL DESIGNS

The redesigned Girlboss Homepage, Shop Page, and Read Page strengthened the brands digital presence

The redesign solved many issues for the Girlboss website, but the biggest one was bringing everything together to feel more cohesive. By designing new components for the updated pages, I helped establish a consistent design system the team can now use across future landing pages. With improved product discoverability, Girlboss can now better leverage their rich archive of content, making it easier for users to find their relevant resources and build a stronger connection with the brand.

The Girlboss team was thrilled with the final designs. While many digital platforms lean into the minimal, neutral aesthetic, I chose to embrace what makes Girlboss unique, which is their bold, vibrant, and welcoming identity.

The final designs are now live, click the links below to view each page:

Homepage

Shop Page

Read Page

FINAL TAKEAWAYS

This project helped me reconnect with my creativity and challenged me to lead in new ways

I found myself stepping into more than just design, I was managing timelines, collaborating across teams, and acting as the main communication between the General Manager and the developer. Although I wasn’t able to stay through the full launch of the Shop and Read pages (due to budget constraints), I ensured the handoff was smooth, outlining next steps, and aligning with both the internal team and developer before stepping away.

This project demonstrated my ability to lead end to end projects, from aligning with the brand’s vision to delivering strategic scalable designs, while building strong, collaborative relationships. I approached every step with strong intention. More than anything, I wanted to create a space that felt inspiring, intentional, and a memorable experience that resonates with both users and the brand.

IMPACT & RESULTS

Post launch of the homepage showed a significant lift in engagement. Girlboss has traditionally been more desktop focused, however recent data showed a shift in user behaviour, 60.3% sessions were on mobile compared to 38.9% on desktop (an insight that could possibly shape future design decisions).

Google Analytics from before and after launch:
May (before launch): 53,436 sessions, 49,396 active users, and 38,563 new users
June (after launch): 93,754 sessions, 86,533 active users, and 58,151 new users

Sessions