The Archive
All Six Projects
Full case studies — the brief, the process, the tools, and the result.
Nike App Design
A minimalist storefront for a boutique watchmaker. We rebuilt the catalog around editorial product stories, cut checkout to two screens, and lifted conversion by 38% in the first quarterafter launch.
Client
Lumen Watches
Year
2025
Role
Lead Designer & Front-End
Tools
The Challenge
The old store felt like a spec sheet. Lumen needed a site that matched the craft of their watches — slow, considered, and tactile — without sacrificing conversion.
How I Did It
- Audited the existing funnel and ran 8 customer interviews to map drop-off points.
- Sketched an editorial-led IA where each watch has a long-form story page.
- Designed a two-step checkout in Figma with live shipping and tax preview.
- Built the front-end in Next.js with a Shopify Hydrogen backend.
- A/B tested three product page layouts over three weeks before launch.
Outcome
- +38% checkout conversion in Q1
- −27% time to purchase
- Featured in Sidebar.io and Typewolf
Green Mix App Design
A minimalist storefront for a boutique watchmaker. We rebuilt the catalog around editorial product stories, cut checkout to two screens, and lifted conversion by 38% in the first quarterafter launch.
Client
Lumen Watches
Year
2025
Role
Lead Designer & Front-End
Tools
The Challenge
The old store felt like a spec sheet. Lumen needed a site that matched the craft of their watches — slow, considered, and tactile — without sacrificing conversion.
How I Did It
- Audited the existing funnel and ran 8 customer interviews to map drop-off points.
- Sketched an editorial-led IA where each watch has a long-form story page.
- Designed a two-step checkout in Figma with live shipping and tax preview.
- Built the front-end in Next.js with a Shopify Hydrogen backend.
- A/B tested three product page layouts over three weeks before launch.
Outcome
- +38% checkout conversion in Q1
- −27% time to purchase
- Featured in Sidebar.io and Typewolf
Just Do It App
A minimalist storefront for a boutique watchmaker. We rebuilt the catalog around editorial product stories, cut checkout to two screens, and lifted conversion by 38% in the first quarterafter launch.
Client
Lumen Watches
Year
2025
Role
Lead Designer & Front-End
Tools
The Challenge
The old store felt like a spec sheet. Lumen needed a site that matched the craft of their watches — slow, considered, and tactile — without sacrificing conversion.
How I Did It
- Audited the existing funnel and ran 8 customer interviews to map drop-off points.
- Sketched an editorial-led IA where each watch has a long-form story page.
- Designed a two-step checkout in Figma with live shipping and tax preview.
- Built the front-end in Next.js with a Shopify Hydrogen backend.
- A/B tested three product page layouts over three weeks before launch.
Outcome
- +38% checkout conversion in Q1
- −27% time to purchase
- Featured in Sidebar.io and Typewolf
Ottoman Design
A minimalist storefront for a boutique watchmaker. We rebuilt the catalog around editorial product stories, cut checkout to two screens, and lifted conversion by 38% in the first quarterafter launch.
Client
Lumen Watches
Year
2025
Role
Lead Designer & Front-End
Tools
The Challenge
The old store felt like a spec sheet. Lumen needed a site that matched the craft of their watches — slow, considered, and tactile — without sacrificing conversion.
How I Did It
- Audited the existing funnel and ran 8 customer interviews to map drop-off points.
- Sketched an editorial-led IA where each watch has a long-form story page.
- Designed a two-step checkout in Figma with live shipping and tax preview.
- Built the front-end in Next.js with a Shopify Hydrogen backend.
- A/B tested three product page layouts over three weeks before launch.
Outcome
- +38% checkout conversion in Q1
- −27% time to purchase
- Featured in Sidebar.io and Typewolf
Mercer & Co.Corporate
A minimalist storefront for a boutique watchmaker. We rebuilt the catalog around editorial product stories, cut checkout to two screens, and lifted conversion by 38% in the first quarterafter launch.
Client
Lumen Watches
Year
2025
Role
Lead Designer & Front-End
Tools
The Challenge
The old store felt like a spec sheet. Lumen needed a site that matched the craft of their watches — slow, considered, and tactile — without sacrificing conversion.
How I Did It
- Audited the existing funnel and ran 8 customer interviews to map drop-off points.
- Sketched an editorial-led IA where each watch has a long-form story page.
- Designed a two-step checkout in Figma with live shipping and tax preview.
- Built the front-end in Next.js with a Shopify Hydrogen backend.
- A/B tested three product page layouts over three weeks before launch.
Outcome
- +38% checkout conversion in Q1
- −27% time to purchase
- Featured in Sidebar.io and Typewolf
Mercer & Co.Corporate
A minimalist storefront for a boutique watchmaker. We rebuilt the catalog around editorial product stories, cut checkout to two screens, and lifted conversion by 38% in the first quarterafter launch.
Client
Lumen Watches
Year
2025
Role
Lead Designer & Front-End
Tools
The Challenge
The old store felt like a spec sheet. Lumen needed a site that matched the craft of their watches — slow, considered, and tactile — without sacrificing conversion.
How I Did It
- Audited the existing funnel and ran 8 customer interviews to map drop-off points.
- Sketched an editorial-led IA where each watch has a long-form story page.
- Designed a two-step checkout in Figma with live shipping and tax preview.
- Built the front-end in Next.js with a Shopify Hydrogen backend.
- A/B tested three product page layouts over three weeks before launch.
Outcome
- +38% checkout conversion in Q1
- −27% time to purchase
- Featured in Sidebar.io and Typewolf