Lead Product Designer
2022-2023
Bella Bridesmaids UX/UI Improvements
Homepage Redesign
Bella Bridesmaids came to us looking to improve the homepage experience on their Shopify site. The existing layout was visually overwhelming, with unclear hierarchy and missed opportunities to guide users toward key actions. As Lead Product Designer, I worked alongside a project manager and a front-end developer to rethink the homepage structure with a focus on conversion, clarity, and a more refined brand presence.
Before
Bella Bridesmaids needed help improving the homepage experience on their Shopify site. The menu was confusing and didn’t highlight the main shop categories, which were hidden inside a dropdown. The most important CTA—booking an appointment—was easy to miss due to its small font size. The hero section lacked direction, and the contact button felt too open-ended.
Below the fold, the layout was visually overwhelming and didn’t have clear separation between elements. Section titles lacked hierarchy, relying only on bold styling without a clear increase in size or weight. The client also wanted to bring more visibility to their virtual showroom app and the opportunity to franchise their store.
The testimonial section was underemphasized, and the footer included redundant content, with a blog feed that was no longer regularly updated.
After
Working with a project manager and a front-end developer, I led the homepage redesign with a focus on improving usability and conversion. I restructured the menu, pulling the most relevant shop categories into a more visible second-level menu. The main navigation was reorganized to highlight key pages such as shop locations, sale, book an appointment, and the virtual showroom.
The hero section was redesigned to offer two clear paths: shop online or find a physical store.
The sections that follow present curated product categories, giving users direct access to everything they need. I introduced a new type system with improved hierarchy, pairing a serif display font with clean body text to create a more feminine and classic feel.
The franchise CTA was redesigned to take up more visual space, and the footer was simplified to remove noise and surface only the most useful links.
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.
Before
The dropdown navigation was inconsistent in both content and layout. Some sections had just a few links, others were too dense, and there was little visual hierarchy to guide the eye. Important actions like “Book an Appointment” were tucked away or repeated in multiple places with different styles. The experience was especially confusing for first-time users, who had no clear entry point or orientation within the site.
After
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.