From 500 to 5,000,000+
Customers
From 500 to 5,000,000+
Customers
From 1 to
##
Countries
As the third person hired at Beautylish, I transformed a tiny makeup website into an industry-leading international e-commerce website, generating 8-digit revenue.
3,077 Reviews
4.9
Trust Pilot
“Diane has a rare mix of front-end, back-end, and design skills. Above all, she cares about building a product that is exceptional.
Beyond technical and design skills, Diane cared about the company and our customers. During peak times, she helped pack orders and handwrite thank-you notes to customers. As a founder and CTO, this care is what makes a team member stand out.”
Sameer Iyengar | Co-founder, Beautylish
The Quest for Beauty
Company founding idea. 2 sentences,
Act 1
I joined Beautylish at the end of 2010 2 months after Ethan Marcotte proposed the concept of Responsive Design. My gut said Responsive would become how everyone would design for all devices. I spent 2011 figuring out how to do it because there were no directions yet. In parallel I “depinked” the very pink website I walked into. As we searched for a creative director, I created a framework structured for responsive layouts that would be easily updated to a new design.
August 2012 Shop Launch
A new logo was created and a visual identity was taking form. Bec and I worked side by side, turning her imagery-filled concepts into a visual language designed for the new responsive web. With a new visual direction defined, I designed a UI Kit and Page Designs that served as a foundation for the new design. Then I coded it in and we deployed an entirely redesigned site, the pink was finally gone. Our signups kept growing and a buzz was starting.
Responsive Planned & Approved
Fresh off the Shop Launch, I flew to Denver - to finalize my Responsive Research at CSSDevCon 2012.
For the Q4 OKRs I proposed 2 things - Responsive & Christmas. It took nearly 2 years to get all the pieces in place. Metrics on our Audience, solid tech feasibility, component design strategy, and an enthusiastic designer.
Then I built it. Tested it. Deployed it.
Responsive Launch
How to Become
Best in Class
Say “Yes and…”
Many conversations between designers and developers end in “we can’t do that.” Instead our designers would challenge me with super creative designs and I’d challenge them to create lighter-weight assets.
Design System
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
2012 Brand Re-deign
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Internationalization
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Content Creator CMS
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.