Founding e-commerce capabilities
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Scope
Design system and patterns
Accessibility and mobile optimization
Poor integration between systems slowed operations
Inefficient integration with United Fabric’s data system was consuming significant company resources. The misalignment between back-end operations and the front-end experience hindered workflows, personalization, and customer engagement.
A redesigned platform connected systems, enabling operational efficiency
We reimagined the data synchronization process, introducing multi-tiered logins that better connected back-end systems with the customer-facing interface. This foundation supported more innovative workflows, richer personalization, and stronger engagement features. In parallel, the initiative contributed to a company-wide rebrand, shaped by digital needs, and produced an intricate, distinct design system.
Post-launch results
15% uplift in new account creation.
Increased time spent and higher conversions on mobile devices.
Improved CSAT score, reflecting stronger customer satisfaction.
Skills
Accessible design
Art direction
Content design
Cross-functional communication
Design systems
Discovery
Interaction design
Motion design
Presentations
Project planning
UI Design
User flows
User interviews
Wireframes
Role and process
As design lead, I partnered closely with our development team and facilitated discovery sessions with UF stakeholders. We translated business-provided data structures into actionable requirements and wireframes, offering recommendations where appropriate. The work was phased into three areas: 1) Brand and foundations, 2) Workflows, and 3) Engagement features.
This approach allowed us to sequence work efficiently while building upon the system iteratively. During the brand phase, we collaborated with external illustrators, providing art direction for the digital space. Across all phases, UF partners were deeply involved, contributing to multiple rounds of ideation and iteration.
Decisions
Drive features from customer insights — Product and engagement concepts were directly informed by user research, ensuring that new functionality addresses real needs and pain points.
Support diverse mental models — Designing multiple ways to access critical information, such as exploring by collection, category, or product, ensures that different user personas can navigate the system in ways that make sense to them.
Delight the user through meaningful interactions — Features like a sample fabric swatch enlarger let users see textures up close, creating a tactile, engaging experience that goes beyond basic functionality.
Learnings
Build trust through familiarity — Familiar e-commerce design conventions reassure users, improving satisfaction and increasing conversion likelihood.
Minimize animation on task-focused pages — Reducing motion and visual distractions on pages where users complete key tasks keeps the experience efficient and focused, helping users complete actions faster and with fewer errors.
