OBJECTIVE: Design high-performing site creative and optimize user experience to increase clicks and conversions, supporting The Walking Company’s eCommerce revenue targets on the Shopify platform.
Creative Direction: Shaped the visual identity of TWC’s digital storefront, aligning daily web content and seasonal promotions with the brand’s focus on comfort, wellness, and its nature-inspired “Patagonia” aesthetic.
Art Direction: Directed the look and feel of on-site graphics, homepage takeovers, email banners, and UX/UI elements tailored to resonate with the core 40–55-year-old female demographic.
Design & Management: Led a team of designers to produce elevated, conversion-driven layouts and UX flows on Shopify, constantly refining the customer journey through A/B testing, analytics, and design iteration.
