Shoppe 815: UI Design for Ecommerce
UI Design, Visual Design, UX
DTC
Ecommerce, Shopify
I was brought on by Golden Digital to collaborate with the Digital Strategist and Creative Director on redefining the user experience and visual direction for Shoppe 815, a bespoke candle brand made in the US.
Role: Web UI Designer
Core Team: Web Designer, Creative Director, Digital Strategist, Product Manager, Copywriter
Agency: Golden Digital
Designs(Figma) and QA for:
• Homepage
• Product detail page
• Collections pages
• Navigation
Timeline: 1 month
Context & challenge
The brand’s message was strong, but the website needed to communicate value, credibility, and purpose faster especially for first-time visitors.The existing experience lacked a cohesive visual system to support storytelling and conversion across key pages.
My role focused on translating their visual identity and content strategy while shaping the visual direction creating high-fidelity designs for a scalable ecommerce experience focused on clarity, conversion, and brand consistency.
Translating brand strategy into visual hierarchy
The visual guidelines reflect Shoppe 815’s adventurous, Americana-inspired identity while keeping the experience clean and elegant. Colors balance the brand palette with accessible hues, and typography establishes clear hierarchy to guide users naturally through content. Together, the system creates a cohesive, scalable design that supports both storytelling and usability.
Key Screens
The homepage and PDP were designed to balance emotional storytelling with clear, conversion-driven structure. A warm, bold, and minimal visual direction pairing soft neutrals with strong accent tones, creates an immediate brand moment while guiding users seamlessly into shoppable content. Messaging reinforces the “Find your fire. Never let it burn out.” philosophy, positioning the candles not just as products, but as part of a larger ritual and movement rooted in intention and mindful moments.
Design Impact
The redesign brings more clarity and cohesion to the key shopping moments, making the experience feel intentional and easy to navigate. It better reflects Shoppe 815’s voice and vision—supporting both brand storytelling and a smoother path to purchase.