Lead Designer
2022-2023
Bella Bridesmaids UX/UI Improvements
Homepage Redesign
Bella Bridesmaids asked us to improve the homepage experience on their Shopify site. The original layout was disorganized and lacked direction, making it hard for users to know where to go. I worked with a project manager and front-end developer to restructure it with a focus on clarity, conversion, and brand polish.
Before
The homepage had a confusing menu and buried shop categories. The main CTA, "Book an Appointment," was easy to miss, and the hero section lacked clear direction.
Below the fold, there was little structure or hierarchy. Key areas like the virtual showroom, testimonials, and franchise opportunity were underemphasized. The footer repeated links and included an outdated blog feed.
After
I led the homepage redesign with a focus on usability and conversion. We restructured the menu to surface key shop categories and reorganized the main navigation to highlight important pages like shop locations, sale, the virtual showroom, and booking.
The hero section was simplified to guide users toward shopping online or visiting a store. We introduced curated product sections, a new type system for hierarchy and brand tone, redesigned the franchise CTA for impact, and cleaned up the footer for clarity.
Menu Redesign
One of the core improvements of the project was rethinking the site’s main navigation. The old menu felt disorganized, with a structure that didn’t reflect how users explore or shop for dresses. We started by building a new sitemap that organized the content into clearer, more purposeful sections. This helped us define a scalable structure with three levels of navigation, grouping items by type, style, and user intent. It also made room for utility links like the Virtual Showroom and key brand content that had previously been difficult to find.
Outcome
With the new navigation, we introduced a clean, structured mega-menu with clear groupings and visual cues to guide users. We added a third level of navigation for easier filtering, and brought key actions like “Book an Appointment” and the Virtual Showroom into more visible, consistent placements. The experience now feels more intuitive and aligned with how users browse and shop.
Stores Location Redesign
As part of our ongoing improvements to the Bella Bridesmaids site, we focused on redesigning the individual store pages to create a more welcoming, informative, and intuitive experience. The Birmingham location page served as a pilot for this refresh. Our goal was to simplify the layout, highlight key actions like booking an appointment, and bring the visual language closer in line with the brand’s elevated and approachable tone.
Before
The original location page felt crowded and visually inconsistent, with too many elements competing for attention—overlapping boxes, unclear hierarchy, and a disconnected visual structure. Important CTAs like "Book an Appointment" were small and easy to miss, and the full designer list below the fold was overwhelming due to its density and lack of categorization.
After
Bella Bridesmaids reached out to us to work on improvements for conversion in their homepage. I led the design process along one project manager and one front end developer.