Expanding SharkNinja into the beauty hair-care category with a competitive, personalized direct-to-consumer experience — built on data-driven UX and a unified web architecture.
The Challenge
Expand SharkNinja’s portfolio into the beauty hair-care industry — creating marketing and direct-to-consumer experiences that are competitive for the business and personalized for the user.
That meant standing up an entirely new category experience inside the existing Shark web platform — one that could compete in beauty while staying true to the brand’s data-driven, value-forward DNA, and serve every hair type with a “for all hairkind” promise.
Research & Insights
“For all hairkind” — personalization as the promise
The experience had to help every hair type find the right product — a “find your perfect match” model at the center.
Benchmarks & KPIs defined up front
Partnered with consumer insights and web analysts to set project benchmarks and the KPIs that would define success.
Instrumented for post-launch learning
Testing and event-tracking metrics supported both the UX research framework and post-launch engagement analysis.
How I worked
Unify
Brought cross-disciplinary teams together across marketing, DTC, and business analytics to replace siloed approaches.
Build
Built and led UX capabilities and adopted a robust, data-driven tool stack.
Architect
Shaped information architecture and data-driven designs within the Shark web experience.
Measure
Set benchmarks, KPIs, and event tracking for UX research and post-launch analysis.
The live experience
Since its 2022 launch, Shark Beauty became an award-winning, #1-selling product for the company.
Year-over-year growth following the Shark Beauty launch.
Up from $57.4M the prior year.
The company’s top product and ROI for 2022–2023.
“Dove’s communication skills are truly exceptional, and her ability to provide clarity on complex matters is outstanding. What sets her apart is her positive, collaborative nature — always open to working with cross-functional teams and contributing to a more holistic approach to problem-solving.”
“She has a remarkable talent for identifying areas that need improvement and proposing effective strategies to enhance our processes. I have no doubt she will excel in any role that demands strong communication, a holistic problem-solving approach, and a commitment to continuous improvement. She is a true asset to any team.”