Reimagining the E-commerce Experience
Starface already had a strong visual world. The challenge was translating that energy into a shopping experience that felt clear, useful, and easy to navigate. We rebuilt the site around a stronger content hierarchy, cleaner commerce flows, and a modular structure that could adapt across launches and campaigns. The goal was to make the experience easier to shop while giving the brand more opportunities to surprise people along the way.
Design Approach & Creative Direction
The visual direction started with the brand’s existing language: saturated color, oversized type, playful copy, stickers, and unexpected compositions. I developed a flexible system that could carry those ingredients across product pages, editorial moments, promotional modules, and campaign content. Layout, typography, image treatment, and component behavior were all designed to feel expressive without making the shopping experience harder to use.
Structuring the Experience
Before moving into final design, I mapped the main customer journeys across desktop, tablet, and mobile. That work covered product discovery, product detail pages, subscriptions, cart and checkout, account management, loyalty, and reusable landing-page structures. The wireframes helped define how the site could stay clear and consistent even as the brand expression changed from page to page.
From Structure to Brand Experience
Once the system was established, I translated it into a full set of responsive, development-ready designs. Each screen balanced the practical needs of e-commerce with Starface’s more expressive visual language. Product information, conversion points, promotional content, and campaign moments were designed to feel like parts of the same world rather than separate layers added on top of one another.
E-commerce Infrastructure & QA
The site was rebuilt on Shopify with flexibility and growth in mind, including integrations with tools such as Yotpo, Klaviyo, and Smartr. I stayed involved through implementation and led design QA with the development team, reviewing responsive behavior, edge cases, visual consistency, and interaction details. That helped keep the final build close to the original design intent while making sure the system worked reliably in production.
404
Even the error state became part of the brand experience. Instead of using a generic 404 page, we turned it into a small animated Starface moment, keeping the personality of the site intact even when someone landed somewhere unexpected.