CASE STUDY · ECOMMERCE · PERFORMANCE
A faster way to shop. A simpler way to run the store.
WilsonBird is a direct-to-customer apparel brand built around solid-color essentials. I designed the complete ecommerce experience and a custom admin dashboard with one priority guiding both sides: make shopping feel exceptionally fast without making daily store management complicated.
THE CHALLENGE
Make the product better without adding unnecessary complexity.
A clothing store needs strong product photography, a clear range of colors and sizes, and an easy path to checkout. But image-heavy browsing and unnecessary scripts can make an otherwise beautiful website slow.
Behind the storefront, the brand also needed an efficient way to manage products, inventory, orders and promotions without the clutter of a generic admin system. The challenge was to prioritize speed and usability on both sides.
WHAT I BUILT
The work behind the result.
Complete ecommerce design
Designed the responsive storefront, collection navigation, product pages, shopping bag and purchase journey, keeping the apparel and its color range at the center of the experience.
Purpose-built admin dashboard
Built a custom dashboard structured around everyday store operations: organizing products and sizes, working with orders, and managing promotions and customer-facing content.
Performance-led shopping
Approached image presentation, page structure and interactions with speed in mind, minimizing unnecessary complexity in the customer experience.
Mobile-first usability
Focused on touch-friendly collection browsing, easy size selection and a straightforward purchase journey for mobile shoppers.
TECHNICAL APPROACH
Keep the architecture focused on the workflow.
- 01
Map the shortest customer journey from discovering a collection to selecting the right product and completing a purchase.
- 02
Treat product photography as part of the performance budget, using appropriately sized assets and avoiding unnecessarily heavy page content.
- 03
Keep the customer storefront separate from management workflows so operational functionality does not add complexity to shopping pages.
- 04
Reuse consistent storefront and dashboard patterns so new products, categories and campaigns remain straightforward to manage.
Custom ecommerceResponsive UIPerformance-first designCatalog managementAdmin dashboard
OUTCOME
What changed after the build.
A cohesive storefront
A complete branded shopping experience that makes WilsonBird's solid-color essentials straightforward to browse and buy.
Operational control
A focused custom admin experience tailored to running the ecommerce store instead of a crowded off-the-shelf interface.
Speed as a core requirement
Performance informed design and development decisions from the beginning. The storefront achieved a 100/100 Google PageSpeed Insights performance score.
KEEP EXPLORING
Related work and thinking.
START A PROJECT
Need a fast online store and tools built around your business?
Tell me what you sell, how your team manages the store and what feels slow today. I can help build a better shopping experience and the workflows behind it.
Tell me what you are building