Fashion Shoe Retailer E-Commerce Website

Overview

This Seattle-based footwear retailer is dedicated to bringing quality, on-trend shoes to fashion-forward customers. Their existing WordPress website and Magento e-commerce storefront needed a design refresh — both to modernize the experience and to resolve a number of underlying technical challenges that had accumulated on the platform.

My Role

• UX Design — Wireframes and UI mockups developed in close collaboration with the client’s internal design team
• Interaction Design — Refining the shopping and browsing experience across both the editorial and e-commerce surfaces
• Information Architecture — Structuring content and product navigation to serve style-conscious shoppers
• Project Management — Coordinating between the project owner, stakeholders, client design team, and offshore developers
• Front-end Development — UI revisions to HTML, CSS, and content assets throughout the build

Process

Discovery & Design

Working alongside the project owner, stakeholders, and the client’s internal design team, I used wireframes and detailed UI mockups to align on the right user experience before moving into development. Having an internal design team meant close collaboration was essential — the process was as much about integrating perspectives as it was about producing deliverables.

Technical Challenges & Development

This project involved more than a design refresh. I directed and managed the resolution of several challenging technical issues with the hosting environment and Magento e-commerce platform — problems that required coordination with the offshore development team and careful prioritization to resolve without disrupting the live storefront. Throughout the build I made direct UI revisions to HTML, CSS, and content assets to keep the implementation aligned with the approved designs.

Tools Used

• Adobe XD
• Adobe Photoshop
• Adobe Illustrator
• Balsamiq Wireframes
• WordPress
• Magento
• HTML & CSS