Madeline was executed in two distinct phases, each targeting specific goals. In Phase 1, the team designed a dynamic and engaging landing page featuring an email signup form, utilizing parallax scrolling over a single, high-quality image to add depth and movement, capturing the user's attention and guiding them to the signup form. Phase 2 was centered around showcasing Madeline's initial product line, photographed by renowned fashion photographer Walter Chin, and conveying the brand's story. The design team's focus was on the Product Listing Page, a primary touchpoint on the website, where they developed two horizontal sliders at the bottom of the page. This design allowed users to easily explore all of Madeline's products via horizontal scrolling or by selecting a specific product to view its images, creating a unique and immersive product browsing experience.