The biggest challenge was balancing the needs of first-time buyers—building their purchasing confidence and encouraging retention—while ensuring the brand’s storytelling and sustainability message came through clearly.

With limited resources, we prioritized features that would instill confidence in new customers, including an email sign-up incentive, product badges, a redesigned navigation, quick view functionality, responsive size guides, wishlists, reviews, and both digital and physical gift cards. We wove the brand story throughout the site experience using engaging marketing content, sustainability education, curated novelty shops, and targeted email campaigns. Consistency between the in-store and online experience was also key, so we aligned store signage and visual merchandising with the digital experience to maintain a unified brand presence.

We recently redesigned our e-commerce website’s menu to enhance both aesthetics and usability. The new full-width layout delivers a more modern and immersive experience, providing clear, intuitive navigation that helps users find what they need with ease. By incorporating dedicated space for high-impact visual marketing imagery, we’ve added dynamic storytelling directly into the menu interface. The overall design is visually cleaner, with simplified structure and improved clarity. Additionally, the sticky header now intelligently condenses on scroll, maximizing the viewing area for products while maintaining essential access—ensuring a seamless, distraction-free shopping experience.

We removed section images  from product landing pages as they didn’t format well across responsive layouts, often disrupting the intended ration of the image. This change allowed users to engage with products sooner, streamlining their journey. To maintain brand storytelling and inspiration, we reintroduced curated editorial images within the product feed, which not only preserved consistent image ratios but also integrated visual inspiration seamlessly throughout the page.

We introduced quick add functionality on product landing pages to enhance the shopping experience. This feature allows users to seamlessly add products to their cart without interrupting their browsing flow, making it faster and more convenient to shop while keeping them engaged with the full product assortment.

We built out a wishlist feature that lets users save items—even without logging in—by leveraging cookies. This gives users the flexibility to consider their purchases without losing track of products. They can easily move items between their wishlist and cart, creating a smoother, more thoughtful shopping experience. On desktop, the heart icon only appears on hover to preserve a clean, image-first design aesthetic.

Product detail pages have seen significant improvements over time, focusing on both user experience and backend efficiency. Key updates include clearly organized product information within accordions, an easy-to-use wishlist button, and dynamic color swatches—all of which required thoughtful integration across multiple backend platforms. We also introduced a more dynamic size guide and advocated for consistent studio-on-body imagery to help users make more confident purchase decisions.

We upgraded from a static chart to a dynamic size guide that now shows the exact brand-specific sizing for the product customer’s are viewing. With over 30% of our styles from third-party brands, this makes finding your perfect fit easier than ever. Plus, we’ve added tips to help customers measure with confidence.

We integrated a third-party review platform with a strong focus on customizations that enhance the user experience. Key features included review fields for height, fit purchased, and product sizing accuracy to help future customers make more informed decisions. We also enabled photo and video uploads, allowing for more engaging and trustworthy reviews.As a new brand with many first-time buyers, our priority was to build trust and boost purchase confidence through transparent, detailed feedback. To encourage participation, we implemented a post-purchase email incentive flow offering a promo in exchange for a review. This strategy was designed to increase review volume and accelerate community engagement in our early growth stage.

We built a Matching Product Widget for the Product Detail Page (PDP) that automatically displays complementary items—such as bikini tops and bottoms or coordinated sets—designed to be worn together. This feature enhances the shopping experience by making it easier for customers to find and purchase full sets, while also increasing upsell opportunities by encouraging multi-item purchases directly from the PDP.

The color palette is simple and natural to embody the effortless vibe of the brand. The fonts provides a modern and clean design. The icons and buttons bring a crisp and elevated quality to the design.

Working on this brand offered many opportunities for ownership and exploration, though I face budget and time constraints often. There are many components of the customer experience that I would've have improved upon such as filter and a deeper dive in the various page layouts to ensure the most intutive usuability. This role was a great way to take ownership over many digital aspects of the brand and work cross functionally. Seeing many business components helped further my understanding of creating a successful e-commerce brand.