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Selected Ecommerce Work

Improving ecommerce experiences from the customer journey to the systems behind them.

Across retail, automotive, entertainment, loyalty, and ecommerce platform work, I’ve designed experiences that help shoppers make confident decisions and help teams manage the systems that support them.

Focus Conversion, guided shopping, personalization, promotions, loyalty, and product discovery.
Industries Outdoor retail, footwear, entertainment, ecommerce platforms, and automotive parts.
My Role Product design, UX design, visual design, ecommerce optimization, A/B testing support, and experience strategy.
Theme Reducing friction in high-consideration shopping journeys.
Project Highlights

A collection of ecommerce work focused on usability, confidence, and conversion.

Skis.com custom ski builder experience
Guided Commerce

Skis.com

Ski shopping can be overwhelming because customers need to consider skill level, terrain, ski length, bindings, boots, and package compatibility. I helped optimize the site experience and designed a ski builder that guided beginners through experts toward a package that fit their needs.

  • Created a guided path for custom ski package building.
  • Helped reduce decision fatigue for new and experienced shoppers.
  • Supported a more confident path from product discovery to purchase.
Ecommerce CMS promotion builder interface
Platform UX

Ecommerce CMS

Created as an app for an ecommerce agency, I worked on a complex ecommerce CMS that allowed businesses to build sophisticated promotions, shopper incentives, and loyalty program experiences. The challenge was turning complex business rules into workflows ecommerce teams could understand and manage.

  • Designed workflows for complex promotion creation.
  • Supported loyalty and shopper incentive logic.
  • Made advanced ecommerce configuration easier for business users.
Entertainment.com promotion and conversion testing examples
Conversion Optimization

Entertainment.com

I managed promotions, site updates, and A/B testing efforts focused on improving conversion. This work required balancing business goals, promotional clarity, and customer motivation across a fast-moving ecommerce experience.

  • Managed promotional updates and ecommerce content changes.
  • Supported A/B testing to evaluate conversion opportunities.
  • Refined campaign experiences to make offers easier to understand and act on.
Minnetonka homepage and loyalty ecommerce design
Brand Commerce

Minnetonka.com

I designed homepage and loyalty-focused ecommerce experiences that supported product discovery while preserving the warmth and heritage of the Minnetonka brand. The work balanced storytelling, merchandising, and repeat customer engagement.

  • Designed homepage experiences that elevated featured products and brand moments.
  • Supported loyalty concepts that encouraged engagement and return visits.
  • Balanced commerce goals with a strong lifestyle brand feel.
LMC Truck auto part fitment tool experience
Complex Catalog UX

LMC Truck

LMC Truck required a product discovery experience built around fitment confidence. Customers needed to find parts that matched exact vehicle years, models, and configurations within a highly detailed automotive catalog.

  • Designed around complex vehicle fitment logic.
  • Helped reduce uncertainty in technical product selection.
  • Supported a clearer path from vehicle details to compatible parts.
Impact

Across these projects, the goal was consistent: simplify complex ecommerce experiences and help customers move forward with confidence.

Whether the experience involved building a ski package, selecting a vehicle-specific truck part, responding to a promotion, or managing loyalty logic behind the scenes, my work focused on reducing friction and helping people move forward with confidence.

✓

Guided decisions

Helped shoppers navigate complex products, options, and purchase paths.

✓

Clearer conversion paths

Supported promotions, homepage experiences, and testing efforts designed to improve action.

✓

Smarter business tools

Created admin and CMS workflows that made complex ecommerce logic easier to manage.

✓

More confidence

Reduced uncertainty in high-consideration shopping experiences.

Great ecommerce experiences don’t just sell products—they help people make confident decisions.

From guided builders and fitment tools to loyalty, promotions, and CMS workflows, these projects show how I approach ecommerce design: simplify the decision, clarify the next step, and create experiences that support both the customer and the business.