Home - Petite & Curvy

A considered redesign of an existing e-commerce experience for a petite fashion brand, bringing a more refined visual language and a clearer, more intuitive shopping journey to the website.

The goal was to elevate the existing digital experience while making the brand and its products feel more distinctive online. The redesign focused on creating stronger visual hierarchy, improving product discovery, and removing friction throughout the browsing experience.

I introduced a cleaner and more editorial visual approach, balancing fashion-led imagery with generous spacing, refined typography, and a more intentional content structure.

Key pages and sections were rethought to create a consistent experience across the site, with product presentation taking a stronger visual role throughout the journey.

Overall visual direction and design system

Homepage and key landing sections

Navigation and content hierarchy

Collection and product presentation

Promotional and editorial sections

Mobile and responsive layouts

Conversion-focused calls to action and shopping flows

The redesign creates a more polished and cohesive digital presence while making the shopping experience easier to navigate, products easier to discover, and the overall brand presentation more premium.