Hannah Ashley is a Product Designer at Kenvue who leads conversion-driven experiences across global brands.
Neostrata PDP redesign
I redesigned the product detail page for Neostrata, a dermatologist-backed skincare brand, removing friction in the buying journey and optimizing for conversion. By clarifying content hierarchy and streamlining the path to purchase, the new page lifted conversions by 68% on a flagship SKU and was scaled across other Kenvue brands.
Neostrata PDP redesign
I redesigned the product detail page for Neostrata, a dermatologist-backed skincare brand, removing friction in the buying journey and optimizing for conversion. By clarifying content hierarchy and streamlining the path to purchase, the new page lifted conversions by 68% on a flagship SKU and was scaled across other Kenvue brands.
Versalie care directory pivot
At Versalie, a women's menopause site, I delivered a care directory and landing page during the brand's pivot away from telehealth. The design emphasized clear pathways to listings and simplified calls-to-action, improving early engagement metrics post-launch and enabling the business to open a new revenue stream in just six weeks.
Versalie care directory pivot
At Versalie, a women's menopause site, I delivered a care directory and landing page during the brand's pivot away from telehealth. The design emphasized clear pathways to listings and simplified calls-to-action, improving early engagement metrics post-launch and enabling the business to open a new revenue stream in just six weeks.
Cart & checkout redesign
I redesigned Neostrata's cart and checkout experience, adding express payment, streamlining from 3 steps to 2, and improving mobile experience. Cart abandonment dropped from 65% to 33%, completion rates nearly doubled to 67%, and the design was scaled across Exuviance, Neutrogena, and Rogaine.
Cart & checkout redesign
I redesigned Neostrata's cart and checkout experience, adding express payment, streamlining from 3 steps to 2, and improving mobile experience. Cart abandonment dropped from 65% to 33%, completion rates nearly doubled to 67%, and the design was scaled across Exuviance, Neutrogena, and Rogaine.
Scaling design systems across DTC brands
At Kenvue, I introduced a scalable design system that brought consistency to four direct-to-consumer brands. By standardizing components and interaction patterns, I reduced variability that caused drop-offs during testing and cut QA issues. The system improved cross-brand usability and supported measurable gains in conversion by creating a predictable, trustworthy experience.
Scaling design systems across DTC brands
At Kenvue, I introduced a scalable design system that brought consistency to four direct-to-consumer brands. By standardizing components and interaction patterns, I reduced variability that caused drop-offs during testing and cut QA issues. The system improved cross-brand usability and supported measurable gains in conversion by creating a predictable, trustworthy experience.