eCommerce website redesign


As the Creative Director at Bucky, I designed a custom eCommerce site with a simple content management system. I worked closely with the development team and led the end-to-end project planning and execution of the website redesign. The goal of the design was to keep it simple and elegant and to convey a relaxed and calming user experience reflective of the products available on the website.

In one year, traffic increased by over 470%
and online sales increased over 400%. New wholesale accounts also grew by over 30%.


My Roles


Tools Used


XD Prototype

I worked with our Customer Service Manager and eCommerce Manager to identify pain points and areas of improvement based on customer feedback and observable user patterns.

To determine the optimal user experience for our website, I examined other ecommerce websites, and established best practices. From this study, I built a vision for the new site. I synthesized the internal and customer insights along with the benchmark study into strategic project goals.

From the strategic project goals, a site diagram was created. This new structure was flexible and scalable and addressed all of the pain points of our previous design.

I created a style guide and defined the visual design options for the new site that aligned with the strategic project goals.

Once the style guide and site map were established, I then created high fidelity wireframes in Photoshop. From this, the developer created a test site.

Once the framework was established, I created all the necessary assets. This included design templates, custom animations, and landing pages. I also styled, photographed and retouched all photography for the site.

I conducted an internal focus group with moderated usability testing. From our findings we fixed bugs and refined the user experience.

The new user interface was visually appealing, easy to use, felt trustworthy and resolved all of our pain points. Our Alexa rank went from 2,000,000 up to 350,000, increasing our traffic by 471% and eliminating our need for Google Ad Words. Our online sales went from less than 3% to over 15% of our yearly revenue. Showing an increase of 400% in one year. My work is no longer live, so I've recreated this prototype in Adobe XD to demonstrate my skills.



view prototype



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