Ecommerce Site Redesign for DLUX

DLUX is an Australian brand with over 20 years in natural fibre accessories. The site was running two distinct product lines off one homepage with no audience separation, no headline on the hero, and no commercial mechanics for gifting or upselling.

I ran a full CRO and heatmap audit, then produced a strategic redesign plan covering brand separation between the Scarves and Baby lines, homepage restructure, navigation improvements, product card standardisation, a dedicated gifting hub, PDP gift upsells, cart AOV nudges, and a UI polish pass across desktop and mobile. Each recommendation was turned into a ready-to-action brief split by role, so the designer and developer could work from separate documents with clear specs, phased timelines, and zero ambiguity.

Shop now at https://d-lux.com.au/