Oliver Grace


eCommerce for a women's high-end clothing and accessories brand.

Crafted with conversions in mind, this website redesign combined user experience, minimalist design, beautiful imagery, engaging interactions and ecommerce best practices.

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A black-and-white color palette helped make the products and brand voice the center of attention.

Oliver Grace's website redesign was hyper-focused on increasing conversion rates. To achieve this, we let data, A/B testing and user testing shape the experience. For example, through user testing it was revealed that drop-down menus annoy Oliver Grace visitors; although these menus are ubiquitous on ecommerce websites, they were removed to reduce friction at the first step of selection. In order to increase “add-to-bag” engagement, product detail pages were designed as modules to support an array of content; they also follow the Gutenberg Diagram principles that govern how people scan product pages. Through consistent, granular A/B testing, we even learned that our west coast visitors actually do preferred models who are blonde.

Hundreds of more data points were considered during the design and optimization process, which resulted in Oliver Grace’s conversion rates increasing from 0.5% to 2.4% – a 480% lift.

As the key agency stakeholder, I sourced and managed an India-based development vendor, reducing development costs by 75%. I also spearheaded the creation of a company-wide culture of testing and optimization which included A/B testing, user testing, heatmap analysis, surveys and analytics.

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Creative Direction, UX, Design, Strategy, Development Oversight, A/B Testing, Optimization, Project Management

Aug 2015

Product and lifestyle photography was shot in Los Angeles on a monthly cadence by multiple photographers; each shoot was directed by me.