Role
Visual Web Designer
Date
Aug 2018 - Aug 2022
Client
Healingmoon Soapery
Full eCommerce Redesign & Conversion Optimization
Checkout Focus
Problem
The existing eCommerce experience lacked consistency and introduced friction in key purchase moments—especially checkout—reducing conversion and limiting growth for a small business with limited marketing bandwidth.
What I Did
Redesigned the end-to-end eCommerce experience with a conversion-first approach (navigation, product pages, cart, and checkout)
Conducted small-scale user testing to identify drop-off points and confusion in the checkout flow
Refined checkout interactions, content hierarchy, and form patterns to reduce friction and increase completion
Ensured accessibility-minded UI conventions and motion best practices were applied to improve clarity and trust
Result
Improved purchase flow clarity and reduced checkout friction, increasing checkout conversion rates and providing a more reliable shopping experience for customers.
Packaging Sketches & Art Direction
Brand Consistency Across Physical Touchpoints
Problem
Product packaging needed stronger consistency with the brand identity and clearer direction for execution, while still aligning with the owner’s preferences and the realities of a small production pipeline.
What I Did
Created packaging sketches and visual concepts to translate brand identity into physical product touchpoints
Provided art direction to the packaging team (layout, typography, illustration style, hierarchy, and tone)
Set clear visual standards so packaging stayed consistent across product lines and future releases
Partnered closely with the owner to ensure final direction reflected stakeholder intent and customer expectations
Result
Established a consistent packaging look that felt aligned to the brand system, reducing ambiguity for production and improving coherence between the website, marketing, and physical products.
Built Design System from Scratch
Scale + Speed for a Small Business
Problem
Design execution across the website, marketing pages, and email campaigns was inconsistent, making updates slower and weakening brand recognition over time.
What I Did
Built a design system from the ground up: typography, color, spacing, imagery guidelines, and usage rules
Standardized patterns across key surfaces (site templates, marketing pages, emails) so new work stayed consistent and easy to produce
Defined accessibility and motion standards with the business owner to ensure design quality and usability remained high
Created lightweight documentation to make the system easy to follow and hard to accidentally break (it lived inside Shopify for easy business owner usability)
Result
Created a scalable foundation that improved brand consistency, reduced rework, and enabled faster creation of new pages and campaigns without sacrificing quality.
