Vanities

Challenge

Enriching product detail pages one at a time was slow, difficult to scale, and vulnerable to wasted effort when products were discontinued or removed. At roughly 5,000 enriched pages per year, the team needed a way to move beyond individual SKU production and apply branded product content across entire categories and subclasses.

The System

I originated an automated workflow that connected Brand Advocate input, product data, creative assets, and a responsive presentation layer. More than 200 Brand Advocates used Smartsheets to select categories, subclasses, and individual products for enrichment. Each row represented a product and defined the features to highlight and the order in which they should appear.

The Smartsheets API fed those selections into a dynamic HTML template, while the Product API exposed the corresponding product attributes. Within the third-party system, those attributes could then be connected to the appropriate content and visual assets for each product page.

My Role

I worked with the Data Science team to secure approved Product API access and structured the Smartsheets template so its fields aligned with both Product API parameters and third-party system parameters. I partnered with the third party to establish a custom database that connected the data sources and refreshed nightly.

I also created the responsive HTML template and wrote the HTML and CSS to align with brand standards across screen sizes. Typography, imagery, and design components scaled based on the viewing environment so the product content remained clear and legible on desktop and mobile browsers.

Creative Direction

My team mapped Product API parameters to specific illustrations and animated GIFs representing product features. I established the illustration style guidelines, built the primary templates for product pages and categories, and directed the team creating new assets and adapting existing ones.

Once a product attribute was mapped to a visual asset, any qualifying product page calling that attribute through the API could automatically display the appropriate illustration or animation.

Impact

The system shifted product enrichment from one page at a time to scalable category-level production. It enabled the team to enrich hundreds of thousands of product pages within weeks, compared with roughly 5,000 pages in an entire year.

The workflow supported more than 200 Brand Advocate partners and remained in active use by the team for more than six years.