Brit + Co


I led the design of Brit + Co's internal CMS and editor. I experimented with developing new storytelling formats, included illustrated guides and video DIYs.

For several years at Brit + Co, I developed new visual storytelling experiences and spent my final year designing the CMS and editor for multimedia articles.

Our first experiment was creating beautiful evergreen content optimized for search engines. Articles were ranking poorly on key searches, and site performance didn't help: Brit + Co had a 67 on PageSpeed Insights. However, readers and potential brand collaborators expected a visually-rich experience, which was often weighty and slow.

We experimented with creating a beautiful performant denim guide. Drawing from foundational research I conducted with Brit + Co readers, we imagined a comprehensive but beautiful guide on timeless fashion and beauty needs. A persona on foundational research I conducted, we knew this reader would do serious research now to make her life easier later. How might we help her go deeper on a beauty staple or new fashion trend?

Editors wanted their work to look high quality and authoritative, but also needed to publish articles quickly. Editors wanted an article that looked great out the box, but could be further customized. And tools that helped them focus were key. Suggestions and helpers like Grammarly made things easier.

Our MVP was barebones, supporting the following:

We conducted usability testing with editors as each feature came online. It was a rough start, with poor click targets, vague input labels, and dangerously similar edit and delete buttons. We quickly added collaboration features like locking, after one editor accidentally paragraphs written by another. We also added features to support just-in-time news editors, including richer sorting features, clearer draft and scheduled statuses, and commenting and feedback features.

As we built the MVP, I standardized the design system and established a style guide. I outlined the information architecture and identified existing and needed components. The polished UI helped shed the MVP feel. You can see the Figma file and its evolution here.