The Challenge

Jinx needed more than just a new e-commerce platform. The goals were threefold:

• Empower the Internal Team: Make it easy for non-technical team members to update products, create new bundles, and swap content without developer intervention.
• Unify the Brand: Create a consistent visual identity across digital and physical channels — including packaging, email, social, and the website.
  
• Elevate the UX: Streamline the shopping experience, improve accessibility, and ensure the site followed e-commerce best practices for conversion and performance. 
  

Design objectives

Beyond the user-facing improvements, a key focus was on making the site manageable and intuitive for the internal team. From customizable content blocks to streamlined workflows for updating SKUs, uploading assets, and launching campaigns, the experience was designed to empower the team to move quickly — without relying on developers.

Modular & Scalable

Homepage, product pages, bundles, and landing pages designed as flexible components that marketing team could rearrange without code.

Branded & Bold

Strong user of Jinx's playful typography, expressive copywriting, and vibrant photography, anchored in a clear design system.

E-commerce Optimization

Simplified navigation, improved product discovery, and a clean, intuitive cart, and checkout experience.

Key UX improvements

Simplified site architecture: Grouped products logically and made bundles easier to find and configure

Shopify CMS Integration: Gave the marketing team control over homepage layouts, category pages, seasonal drops, and PDP modules

Accessibility & Responsiveness: Designed for all devices and abilities, improving contrast, navigation, and content legibility. 

My Role

As the sole product designer and project lead, I worked closely with cross-functional stakeholders — including the marketing, brand, and leadership teams — to define goals, gather requirements, and shape the content strategy for the new website. I collaborated daily with our external engineering partner to plan the roadmap, prioritize features, and ensure a smooth migration to Shopify. From early design concepts to final QA, I was deeply involved in every stage of the process — aligning teams, managing timelines, resolving blockers, and ensuring a high-quality, on-brand launch.

Results & Learning

• Marketing Agility: The team could now launch new products or campaigns quickly — no dev time needed.
• Brand Cohesion: Visual identity is now aligned across touchpoints (site, packaging, email ,and social).
• Improved UX: Streamlined product category, clearer product info, and more intuitive filtering led to reduced friction in coversion paths. 

This product emphasized the important of designing not just for end users  but for internal teams who manage the experience day-to-day. By building with flexibility in mind, the site became a long-term asset for growth.