Selected Work
Concepts and projects designed to convert.
A mix of client work and concept projects that show how I approach eCommerce design, from strategy through launch.
Concept ProjectDTC accessories · Shopify
Sterofy
- Challenge
- Homepage lacked clear product hierarchy and messaging, making it hard for visitors to understand the offer.
- Solution
- Redesigned the homepage, simplified navigation, and rebuilt product pages around a single value story.
- Outcome
- Designed to improve clarity, trust, and customer conversion.
Concept ProjectSaaS · Webflow
Northwind
- Challenge
- Marketing site felt generic and didn't communicate the product's value clearly enough to convert visitors.
- Solution
- Editorial Webflow site with CMS-driven case studies and a focused component system.
- Outcome
- Structured to improve message clarity and increase qualified demo requests.
Concept ProjectFashion · Shopify
Maison Noir
- Challenge
- Product pages didn't reflect the premium positioning of the brand.
- Solution
- Luxury store concept with editorial PDPs, refined type, bundles, and post-purchase upsells.
- Outcome
- Designed to lift perceived value and average order value.
Concept ProjectWellness · Webflow
Lumen Co.
- Challenge
- Founders needed a marketing site that felt calm, credible, and easy to update.
- Solution
- Conversion-led marketing site with a refined visual rhythm and subtle microinteractions.
- Outcome
- Built to increase newsletter signups and product page visits.
Concept ProjectHome · Shopify
Ferra Goods
- Challenge
- The store needed modular sections and stronger collection storytelling.
- Solution
- Reusable modular sections and lookbook-driven collection pages for a premium home brand.
- Outcome
- Designed to improve browsing, discovery, and revenue per visitor.
Concept ProjectBeauty · Shopify
Atelier 9
- Challenge
- Customers weren't sure which product was right for them, and subscription signups were low.
- Solution
- Brand refresh with a guided quiz for product discovery and a streamlined subscription onboarding.
- Outcome
- Designed to improve product-match confidence and subscription conversion.
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