EasyClosets Digital Experience Redesign
The Opportunity
Designing a custom closet requires customers to make many decisions: understanding their space, exploring configurations, selecting finishes, visualizing the final result, and deciding when they are ready to purchase.
The existing experience needed to better guide customers through that journey while supporting both self-service shoppers and customers who wanted additional assistance.
My Role
I served as the lead designer for the digital experience redesign, partnering closely with the Marketing Director, Web Developer, Copywriter, and Marketing Coordinator.
My responsibilities included:
Collaborating on customer journeys and user flows
Translating research insights into digital experiences
Designing the website experience
Designing the interactive closet design tool experience
Creating responsive UI designs in Figma
Establishing visual consistency across the experience
Supporting implementation through launch
Research & Discovery
To better understand customer needs and improve the experience, the team partnered with UX research specialists at Conversion to evaluate opportunities within the customer journey.
We also partnered with Beall Research to reevaluate our target audience and ensure our messaging and experience aligned with the customers we were trying to reach.
These insights helped inform decisions around:
Customer motivations
Content hierarchy
Navigation
Education opportunities
Decision-making moments
Design Approach
The redesign focused on creating a clearer path from inspiration to action:
Discover
Helping customers explore possibilities and understand available solutions.
↓
Plan
Providing education and guidance around measurements, configurations, and options.
↓
Design
Creating an intuitive interactive design experience that allowed customers to visualize their personalized space.
↓
Move Forward
Supporting customers as they transitioned from exploration into purchase or consultation.
Solution
I designed a responsive digital experience that combined brand storytelling with functional product design. Key improvements included:
A clearer customer journey
Simplifying navigation and helping customers understand where they were in the process.
A more intuitive design tool experience
Creating an interactive experience that allowed customers to visualize and customize their storage solutions.
A cohesive digital system
Developing consistent UI patterns and visual components across the website experience.
Collaboration & Execution
The project required close collaboration between design, marketing, development, and content teams.
I worked alongside the web developer to ensure designs translated effectively into the final production experience while balancing creative goals with technical considerations.
Outcome
The redesigned EasyClosets experience created a stronger digital foundation for helping customers move from inspiration to purchase with greater confidence.
Note: there was a significant increase in site traffic and conversion rates, but I do not have data I can show publicly.
Skills / Capabilities
Product Design
UX/UI Design
User Flows
Customer Journey Mapping
Responsive Web Design
Interactive Experiences
Design Systems
Research-Informed Design
Cross-functional Collaboration
Figma
