I led the redesign across UX, UI, and prototyping, building on a custom Magento ecommerce framework. During the discovery and wireframing stages, I focused heavily on the structure and layout of core page templates, ensuring they followed ecommerce best practices and could adapt seamlessly to any device. Page scan-ability became a core principle, with a more minimal UI that placed Swimwear Galore’s product imagery at the forefront.

To balance best practice with brand identity, I designed the site to feel clean and functional while still giving space for the brand’s seasonal campaigns and collections. Landing pages became more flexible and easily curated, with large hero areas for marketing content and tiles that could be swapped and updated by the business without developer input. A robust filtering system and well-indexed product catalog ensured customers could quickly find what they needed, whether browsing on desktop or mobile.