Web Design
Web design work consisting of full site redesigns, e-commerce migration, front-end funnel design, and A/B split testing — primarily for City Beauty, where design decisions are measured against real customer behavior and conversion data.
E-commerce Design
UX / Front-end
Funnel Design
Shopify
A/B Testing
At City Beauty, web design is never purely aesthetic — every page, funnel, and layout change exists in the context of performance data. The work below spans a full site redesign, a platform migration to Shopify, custom front-end funnel builds, and ongoing A/B split test designs — each project requiring a balance between brand consistency and conversion-focused decision-making.
A full redesign of citybeauty.com — updated visual language, refined UX, and a more premium brand expression across every page.
The goal was to bring the site's visual language in line with the elevated packaging direction being developed simultaneously, creating a consistent brand experience from the digital space to unboxing.
SCOPE
→Homepage & site-wide template redesign
→Product & collection page layouts
→Mobile-responsive design across all pages
→Brand system application to digital environment
Front-End Funnel Design
Funnel pages live outside the main site structure — built to a single conversion goal with no navigation distractions.
Each design is developed for a specific product or campaign, with layout, hierarchy, and copy placement all informed by what the data says about how City Beauty customers make purchase decisions.
SCOPE
→Homepage & site-wide template redesign
→Product & collection page layouts
→Mobile-responsive design across all pages
→Brand system application to digital environment
Additional Experience
Web design work prior to City Beauty - at Aria Communications
BRAND STRATEGY + PACKAGING
Web design for an internet services provider
Web design work completed at Instaconnect — building and maintaining the user account experience for an internet services brand.
Davis Housing
Web design for a local housing engine
Web design work completed at Davis Housing.
