Flamingo: Complete Your Routine
(Powered by Forge)
Role: Lead UX/UI Designer
Scope: Shave Builder, system-led implementation
Team: Product, Brand, Engineering
Tools: Figma, Forge, A/B Testing
Impact: +2.2% AOV, +14.2% RPV, 11.7% CVR
Overview
While working on Flamingo — Harry’s sister brand — I applied the same system-first mindset that scaled Harry’s UX. Despite a lean team (1 dev, 1 PO), we unlocked high-impact outcomes by customizing Forge for Flamingo’s visual style while preserving speed, consistency, and scalability across PDP flows.
I designed and launched the Complete Your Routine component — a modular cross-sell unit that increased AOV and CVR by guiding users to build full shaving routines. Built entirely with Forge components, the MVP shipped fast, aligned with brand expression, and required zero engineering refactors.
Forge in Action
Our internal design system powered this project from atoms to templates—enabling consistency, speed, and zero dev refactors.
📝 Above: Examples of Forge in action across the Flamingo PDP. From buttons to full-page templates, Forge enabled rapid implementation, consistent visual execution, and scalable cross-sell modules—all with minimal engineering effort.
Challenge & Objective:
I designed the Complete Your Routine component for Flamingo — a modular cross-sell block placed directly below the PDP to surface complementary products like shave gel, exfoliators, and moisturizers. The goal was to increase average order value (AOV) by encouraging users to build a full self-care routine, rather than purchasing a single product in isolation.
Built using system-ready components from Forge, the feature was fast to implement and easy to test. We partnered with Growth and Engineering to define product logic, prioritization rules, and merchandising constraints that could scale across PDPs.
The launch drove a 2.2% increase in AOV, a 14.2% lift in revenue per visitor, and an 11.7% boost in PDP conversion rate — all from a single, lightweight component designed to align with Flamingo’s brand tone and performance goals.
Complete Your Routine (Cross-sell Component)
Flamingo’s PDP lacked a clear cross-sell mechanism to increase AOV and guide customers toward complementary products. I led the design and testing of a new “Complete Your Routine” module to help users discover add-ons aligned with their primary product—driving value without friction.
Objective
Design a scalable, system-ready cross-sell module to increase AOV and revenue per visitor. Help users complete their routine by surfacing relevant add-ons—clearly linked to the primary product—without visual clutter or engineering lift.
Approach & Exploration
🔧 Component Ideation
After conducting competitive research and analyzing user behavior patterns, I identified an opportunity to introduce a cross-sell component that could both elevate AOV and enhance the shopping experience. The goal was to surface complementary products clearly linked to the main PDP item, making it easier for users to complete their routine — and their basket — with minimal friction.
I began ideating around this opportunity using Forge as the structural foundation, ensuring that the solution was consistent, reusable, and scalable.
💡 Initial UX explorations to define visual direction and bundling logic
Initial directions explored routine education and upsell entry points using pre-FORGE design
Leveraged UX insights to define a modular, reusable solution using the Forge system.
Solution & Delivery
✅ Final Implementation
Through multiple design iterations and quick usability testing with real users, I refined the experience to a version that balanced clarity, relevance, and simplicity. We launched the MVP directly within the PDP, delivering immediate value with minimal engineering lift.
✅ Final shipped experience after iteration and testing
Shipped a performant, design-system-ready upsell module — +11.7% CVR with no engineering refactors.
Team & Role
This project was a lean but high-impact collaboration across Product, Engineering, and Brand. I partnered with the Product Owner to define scope and priorities, and worked closely with our front-end developer to implement the MVP using Forge components—minimizing engineering lift. I also aligned with the Flamingo Creative team to ensure the experience reflected brand tone while maximizing cross-sell visibility. Forge enabled faster delivery, visual consistency, and future extensibility for PDP enhancements.
Results & Impact
+11.7% Conversion Rate improvement
+14.2% increase revenue per visitor
+2.2% Average Order Value lift
MVP shipped using existing Forge components—no post-QA dev refactors required.
Forge enabled rapid implementation, visual consistency, and future reusability across PDPs.
Reflection
This project reinforced how small, well-placed UX improvements can create outsized business impact—especially on high-traffic surfaces like PDP. By partnering early with Product and Engineering, we scoped a lean MVP that maximized impact with minimal lift. “Complete Your Routine” was not just a cross-sell module—it became a scalable pattern teams could replicate elsewhere. This work deepened my belief in data-informed iteration and the value of reusable UX frameworks that respect both performance and brand tone.