First-Time Visitor
User Flow
Redesigning a high-consideration ecommerce experience to improve product discovery, reduce decision friction, and drive higher-intent conversions across online and in-store journeys.
Role: Digital Experience Designer / Visual Lead
Scope: Homepage • PDP • Customization Flow • Mobile UX • Design System • Campaign & Promotional Integration
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Blinds To Go operates in a made-to-order, non-returnable model where purchase confidence is critical.
Customers entered the site with different goals, shopping online, booking consultations, or requesting samples, but the experience prioritized promotions over clarity. This created competing visual priorities, slowed decision-making, and weakened high-intent conversion paths.
• Design for purchase confidence in a high-consideration, final-sale model
• Prioritize high-intent conversion paths over promotional noise
• Structure product information to support faster decision-making
• Balance brand storytelling with performance-driven hierarchy
• Reinforce trust through visual clarity and responsive feedback
From an uninformed shopper to a confident buyer — education and clarity built into every touchpoint.
Problem:
Users arrived with mixed intent but lacked clear direction, leading to confusion and drop-off.
Introduced dedicated CTAs for each service path to create immediate clarity, reduce competing actions, and align the homepage directly with core business goals.
Established clear primary pathways: Shop Online, Shop at Home, Find a Store, Request Swatches
Simplified navigation hierarchy to reduce competing actions
Introduced “Shop by Room” to narrow product discovery through contextual relevance
Reduced promotional dominance to protect high-intent pathways
Transformed the homepage into a guided entry experience that reduced friction and clarified next steps across all user paths.
Most users arrived knowing what room they needed to furnish – not what product category they were looking for. Leading with product types instead of spaces created an immediate disconnect that made browsing feel overwhelming.
Customers don’t think in product categories – they think in spaces. The opportunity was to meet them where their mental model already was, not force them to learn ours.
Created a more guided discovery experience that helped users narrow their search faster and feel more confident in their product selection.
Products are custom and non-returnable, increasing hesitation and information-seeking behavior on the PDP.
In a made-to-measure, non-returnable model, hesitation at the PDP is costly. Dense information and competing options were creating decision uncertainty at the most critical point in the journey.
Marketing required promotional visibility & product clarity.
CMS structure limited component flexibility
Ecommerce needed to support both online checkout and store consultation
Reorganized content hierarchy to prioritize decision-critical information
Simplified layout to reduce visual noise
Grouped customization into structured, progressive sections
Protected primary CTAs from competing modules
rketing required promotional visibility & product clarity.
CMS structure limited component flexibility
Ecommerce needed to support both online checkout and store consultation
Created a more focused product experience that supports confident decision-making and reduces hesitation.
Complex configuration steps increased abandonment risk.
Introduced progressive disclosure to prevent simultaneous decision overload
Structured steps logically (Style → Mount → Material → Add-ons)
Provided real-time visual previews to reinforce confidence
Improved labeling and hierarchy to reduce user error
Simplified a complex configuration process into a guided, structured flow that reduced friction and increased confidence during customization.
Redesigning core purchase flows meant navigating competing priorities across marketing, ecommerce leadership, and engineering. Getting alignment required more than good design – it required clear communication of tradeoffs.
Presented user-centered rationale grounded in decision fatigue and cognitive load
Facilitated tradeoff discussions between campaign visibility and conversion performance
Partnered with engineering to translate design into scalable CMS components
Marketing required promotional visibility & product clarity.
CMS structure limited component flexibility
Ecommerce needed to support both online checkout and store consultation
The redesigned experience improved clarity across key touchpoints, strengthened high-intent conversion pathways, and created a more cohesive connection between ecommerce, in-store, and consultation journeys.
Beyond the ecommerce experience, I supported how the brand shows up visually across digital touchpoints, ensuring consistency between the product experience and marketing efforts.
Behind the scenes on set: Directing talent, testing lighting, and capturing the details that make it all come together.
In this campaign, we leaned into rich, lifestyle-driven imagery to help customers envision how these window treatments would live in their own spaces.
A lifestyle-driven campaign designed to showcase the ease, comfort, and personalization of the
Shop at Home experience.
To support the brand refresh, Blinds To Go’s visual identity was refined to create a more cohesive, modern, and lifestyle-driven presence.
The updated system introduces warmer tones, clearer typography, and more consistent brand assets—balancing premium visuals with an accessible, everyday feel.
The refreshed identity was applied across key brand touchpoints, including lookbook-style layouts and email campaigns.
Design work emphasized clarity, lifestyle storytelling, and restraint. Moving away from heavy promotional messaging in favor of a more editorial, brand-led approach.
Role: Design-led execution spanning layout systems, email templates, and website experience, with hands-on involvement across production and brand development.
Deliverables included:
The goal was to make it easy for customers to see themselves using the products
and even easier to take action. Every design element was tailored to feel cohesive and conversion-friendly.
Assets were designed and optimized for social-first formats, ensuring consistent messaging while allowing flexibility across placements, audiences, and campaigns goals.
This refresh reintroduced Blinds To Go as a modern, lifestyle-driven brand
built to scale across channels while staying grounded in real homes and real customer needs.
This refresh repositioned Blinds To Go as a modern, lifestyle-driven brand—grounded in real homes, elevated through thoughtful storytelling, and designed to scale seamlessly across channels.