A better experience starts with removing friction. This redesign focuses on clarity, simplicity, and ease of use.

  • Led the redesign of an ecommerce dancewear website, modernising layout and typography to create a more engaging, intuitive shopping experience. I achieved through a new promotional homepage, simplified navigation, improved filtering, and clearer product pages with enhanced CTAs and feature highlights.

  • High-fidelity designs, wireframes, and interactive prototypes in Figma, alongside Dev Mode specifications to support a smooth handover to development.

  • Move Dance - 2025

Homepage & Navigation

Online ballet shoe store homepage featuring a woman in ballet attire and ballet shoes, with promotional text about ballet shoes and navigation menu at the top.

Outdated geometric header and navigation, static bordered imagery, limited banner functionality, and a lack of dynamic CTAs, resulting in a dated layout and typography.

Before

Online store homepage for dancewear featuring a woman in floral dance attire with the text 'Florals but make it ballet' and a 'Shop Now' button.

Clean, minimal header and navigation design, full-width immersive imagery, multiple carousel banners, refreshed layout and typography, dynamic interactive CTA's, and redesigned carousels featuring categories and product highlights.

After

Screenshots of a dancewear online store's mobile website featuring categories like ballet, dance skirts, tights, new arrivals, and dance costumes with models and a menu at the top.

Category Page

Online ballet dancewear store webpage displaying four pairs of dance tights and ballet shoes with prices, including black, convertible pink, pink footed, and full sole leather ballet tights.

Heavy, misaligned text that didn’t reflect brand guidelines, sidebar filters requiring excessive scrolling, and an outdated overall layout.

Before

Online store webpage displaying various dance tights and ballet shoes, with images of legs and feet modeling the products.

Typography updated to align with brand guidelines, a new top-of-page category carousel, filters repositioned for easy access, and reduced spacing between products for a more streamlined layout.

After

Three smartphones displaying a dancewear website, showing categories and products such as women's leotards with images of models wearing maroon leotards.

Product Page

Online product page displaying a burgundy leotard for women, worn by a young female model with hands on hips, on a gray background.

Oversized typography inconsistent with brand guidelines, extraneous information occupying valuable space, outdated CTA buttons, and an overall cluttered and dated design.

Before

Laptop screen displaying an online shopping webpage for women's dance leotard, featuring a model wearing a burgundy leotard in the main image, with multiple thumbnail images of the same model in different poses on the left. The webpage includes product details, price, color options, size selection, and delivery information.

Clean, minimal design with on-brand typography, compact and user-friendly size and colour selectors, concise and easy to read delivery information, standardised product feature sections, and structured information presented in a table format. Updates currently in development.

After

Three mobile phones displaying a dancewear online store. The first phone shows a model in a red leotard, the second displays the product page with available colors and purchase options, and the third provides detailed product description and related items.