From stitched together to sharp and seamless

Every brand has a turning point. For Knit Factory, it was clear: their old WooCommerce store just couldn’t keep up. Slow load times, clunky navigation, and a vibe that didn’t match the warmth and creativity of their Dutch home goods. Customers felt lost, the team felt stuck, and the brand’s personality was hidden behind confusing menus and missed opportunities.

That’s when I stepped in, ready to unravel the mess and help Knit Factory show its true colors.

Where we stared We kicked things off by digging deep into the friction: analytics, customer feedback, and competitor research. It was clear that fashion was one of their strongest categories, but it was buried in the site. Together, we mapped out a vision: a shop that felt soft, welcoming, and distinctly Knit Factory, with a structure that made sense for real shoppers.

My approach I led the full design process, refreshing the brand identity and reimagining every screen for the new store. Working closely with no.dots, we built a design system that balanced character with clarity. Rounded elements, soft shapes, and a new font pairing (Apfel Grotesk and Geist) gave the site a tactile, human feel. The stitched line, a subtle nod to their craft that became a visual thread tying everything together.

Transformation in action The fashion section got a complete overhaul, now clearly split into men, women, and kids. Product pages are cleaner and easier to browse. The new homepage greets visitors with warmth, guiding them from inspiration to checkout. Early feedback from the Knit Factory team has been enthusiastic, and development is underway.

Lessons and results This was my largest freelance e-commerce project so far. It reminded me how much great design depends on clear expectations and open collaboration. By focusing on both brand and UX, we’ve set Knit Factory up for growth and created a shop that finally feels like home.

Book a quick call and let’s start growing your brand together.