What I Did was a gifting and experiences brand targeting a younger, urban audience. They needed a digital platform that felt culturally relevant—rooted in street culture, trend-aware, and authentic—while functioning as a proper e-commerce site with real commercial performance.

The tension: look like a culture brand, work like a conversion machine.

I led creative direction and UX strategy as Design Director.

I started with cultural research—street art, signage, youth digital behaviour, gifting habits—to understand what would resonate with the target audience. Those insights shaped both the visual direction and the strategic approach.

I led the team through rapid sprint cycles, prototyping and testing with stakeholders to balance creative ambition with commercial reality. The design system was built on two pillars: distinctive visual identity and ruthless UX efficiency.

The visual language drew on urban aesthetics—bold colour, raw texture, expressive typography—but was refined for clarity and usability. The user journey was stripped back to reduce friction: discovery to purchase in as few steps as possible.

The platform launched to strong engagement. Users explored deeper into the site, shared more frequently, and converted at higher rates than the previous design. The design system was flexible enough to support ongoing feature development while maintaining brand consistency.

Role: Design Director

Tools: Figma · Shopify · Adobe XD