FEED
Redesigning the UI for a Sustainable Direct-to-Consumer Experience
Role: FEED, a bag company committed to creating products designed for rotation and sustainability, needed a UI redesign for their direct-to-consumer (D2C) site. My task was to help restructure their site to enhance profitability while ensuring a seamless user experience. I collaborated closely with a UX designer and marketing team to achieve these goals.
Challenge: The existing D2C site needed a redesign to better support FEED’s business objectives and improve profitability. The challenge was to create a more efficient and engaging user interface that could drive sales and optimize site performance. Additionally, the site was migrated to Shopify 2.0, which required a thoughtful approach to leveraging the platform’s capabilities for enhanced site speed and merchandising control.
Solution: Key strategies included:
UI Redesign: Overhauled the user interface to streamline navigation and enhance the overall shopping experience, aligning with FEED’s sustainability values.
Shopify 2.0 Migration: Migrated the site to Shopify 2.0, which provided a faster website experience and greater control for the merchandising team.
Collaboration: Worked in close partnership with a UX designer and the marketing team to ensure the redesign met both user needs and business objectives.
Results: The redesigned site led to a significant +294% improvement in Profit Per Order year-over-year (YoY), reflecting the success of the new UI and the benefits of the Shopify 2.0 migration. Live site: https://feedprojects.com/
Client: Agency:
FEED Markacy
Role: Year:
Visual Designer 2021
