COAST Website Re-Design
Role: Lead UX/UI Designer
Team: Laurence Hardy, Zach Zarosinski, Collin Smith, WLCR (Agency)
Summary: I served as the lead UI designer on a complete redesign of an e-commerce website for consumer products, working closely with the agency WLCR. My primary focus was to champion the end-user experience, ensuring all design decisions were rooted in the needs and behaviors of our ideal customer profile. The results of this collaboration were significant: the website's annual revenue soared from $10,000 to $2 million in the first year, eventually scaling to over $11 million per year with continued marketing efforts.
Homepage
The homepage was meticulously crafted to be highly scannable, enabling users to quickly navigate and find what they're looking for. Key product categories were prominently featured for easy access.
Product Display Pages
The product display pages were designed to be a complete, immersive shopping experience. We integrated rich content created by the in-house team, including high-quality images, clear icons, detailed specification copy, and authentic customer reviews.
Advanced Search
User surveys and prototyping were instrumental in the development of the advanced search features. We listened to user feedback to understand how they wanted to filter and find products. This process led to the creation of a robust filtering system with 69 different search filters to help users easily refine their search within our library of over 400 products.
Loyalty Program
To drive customer loyalty and repeat business, my team developed "The COAST Crew," a custom rewards program. This program allows members to earn points toward exclusive discounts and brand-specific swag. We created a seamless, on-brand user interface for the program, which was fully integrated using Smile.io.
