My Role & Leadership

As Designer and Art Director, I led the visual and UX direction across the entire site, designing every page and defining the color palette, typography, button styles, and overall look and tone. I presented and sold the design direction to the client in person, using mood, color, and interactive elements to communicate the vision. I shaped wireframes and content structure to ensure usability for both consumers and contractors, balancing complex ecommerce flows with “find a retailer” functionality to meet different user needs. I also developed the education and inspiration section, creating a robust content structure with a flexible filtering system. As my first ecommerce project, this was an opportunity to apply UX principles and visual leadership to deliver a site that feels intuitive, approachable, and fully on-brand.

Key Contributions

• Led visual design and art direction, including color, typography, and UI elements

• Designed responsive layouts for desktop and mobile experiences

• Developed dual-audience UX flows for consumers and contractors

• Structured content for product comparison, shopping, and educational resources

• Created an education and inspiration section with filterable, discoverable content

• Delivered a polished, clean, and approachable design tone, avoiding a clinical aesthetic

• Worked directly with the client to pitch and iterate design decisions in person