Redefining the Digital Experience for Flax&Kale

The challenge
To create and launch a new e-commerce experience, transforming Flax&Kale's website with a user-centered approach and an intuitive structure. The task involved designing everything from information architecture to the final design, ensuring seamless integration with the development team.

The role

• Planned and executed evaluative and generative research to understand the needs and expectations of Flax&Kale’s users.

• Led a multidisciplinary team, closely collaborating with product managers, developers, and marketing specialists to conceptualize, test, and iterate on the new platform.

• Designed wireframes and prototypes in both low and high fidelity to test and refine the new e-commerce structure.

• Defined efficient tools and processes for collaboration between the design and development teams, ensuring a smooth implementation.

• Created the UX, UI, and visual design for all digital user touchpoints, including the website and digital communications.

• Ensured the final design accurately reflected Flax&Kale's brand identity, aligning the brand voice and style guides across all digital components.

• Worked closely with developers during the hands-on process, ensuring the precise technical execution of the proposed designs.

• Provided mentorship to the design team, driving the quality of deliverables and ensuring we delivered excellence.