web design
(taking an established brand and elevating its digital shopping experience through a comprehensive e-commerce redesign)
I led the project from concept through launch, developing the complete site architecture and UX/UI design in Figma while maintaining and building upon the brand's existing identity.
I art-directed the visual experience, personally selecting imagery from a raw photoshoot to create a cohesive aesthetic that better communicated the brand and its products. I redesigned the site's information hierarchy, navigation, and product discovery experience, introducing intuitive filtering, quick-add functionality, customer testimonials, and streamlined shopping interactions to improve usability and conversion opportunities.
I independently presented the design strategy and proposed experience to the client, incorporating feedback and guiding the project through refinement. Following design approval, I worked closely with the development team, providing direction, answering implementation questions, and overseeing the experience through launch to ensure the final product aligned with the original vision.
(the result) A refreshed, more intuitive e-commerce experience that strengthened the brand's digital presence and delivered measurable improvements across key performance indicators.
(before)
e-commerce website redesign
(designed and brought a new e-commerce marketplace to life from the ground up, translating the brand's vision into a complete digital shopping experience)
I led the UX/UI design process from initial site architecture and sitemap development through detailed interface design, creating a cohesive experience that supported product discovery, brand storytelling, and customer engagement.
I developed the marketplace's structure and visual direction in Figma, designing key shopping experiences including category navigation, product listings, filtering and sorting, product cards, quick-add functionality, featured collections, promotional content, and loyalty program touchpoints. I focused on creating a clear information hierarchy and intuitive navigation while balancing the needs of both the brand and its customers.
Beyond the core shopping experience, I designed supporting content and engagement areas—including educational and promotional pages, community features, rewards, and email sign-up experiences—to create a more complete brand destination rather than simply an online storefront.
I guided the project from initial concepts through design refinement and launch, collaborating across the process to bring the marketplace from an idea to a live digital experience.
(the result) A refreshed, more intuitive e-commerce experience that strengthened the brand's digital presence and delivered measurable improvements across key performance indicators.
website marketplace design
