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Home Store + More
E-commerce
Driving digital transformation through user-centered design
At Home Store + More, I led the UX/UI design efforts during a critical period of digital acceleration, spanning both pre- and post-pandemic phases.
This role required rapidly evolving the company’s digital presence to meet changing customer behaviours—transitioning from a primarily in-store retail model to a scalable and engaging e-commerce experience.
Context and Challenge
The COVID-19 pandemic fundamentally shifted how customers interacted with retail.
The business needed to quickly adapt to:
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Increased reliance on online shopping
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Reduced physical store interaction
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Changing expectations around digital convenience and clarity
The key challenge was to translate the in-store experience into a digital environment, ensuring customers could confidently browse and purchase products—particularly high-consideration items like furniture.
Role and Responsibilities
As Design Lead, I drove both the strategic and executional aspects of the digital experience.
My responsibilities included:
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Leading UX/UI direction across e-commerce and digital channels
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Collaborating with marketing and leadership teams to align on business goals
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Developing scalable design solutions to support rapid product turnover
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Elevating visual and interaction design across web, email, and social platforms
Product and
UX Strategy
I focused on bridging the gap between physical and digital retail by improving how users interact with products online.
Key strategic areas included:
1
ENHANCING
PRODUCT UNDERSTANDING
One of the biggest barriers to online conversion was the inability to physically experience products.
To address this, I introduced:
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Detailed product visualisations
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Scaled sketches with accurate dimensions
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Clear, digestible product information
This approach enabled users to better understand size, proportion, and fit within their own space—reducing uncertainty in purchase decisions.
2
SCALABLE CONTENT & CAMPAIGN DESIGN
During a period of high demand and rapid product turnover, speed and consistency were critical.
I developed:
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Repeatable design frameworks for campaigns
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UI systems for consistent cross-channel execution
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High-impact visual assets for web, email, and social
Campaigns such as seasonal promotions and market-specific initiatives (e.g. UK campaigns) were designed to drive engagement while maintaining brand consistency.
3
ENGAGEMENT THROUGH MOTION & STORYTELLING
To increase user engagement, I introduced motion design and storytelling across digital channels.
This included:
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Animated content for social media
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Enhanced email marketing with motion and video
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Early-stage experimentation with platforms like TikTok
These efforts helped create more dynamic and interactive brand experiences during a time when digital engagement was critical.
Design Execution
I translated strategy into execution by:
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Designing user flows that simplified the online shopping journey
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Creating UI solutions that balanced speed, clarity, and visual appeal
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Adapting design outputs to support both marketing and e-commerce needs
Given the scale and pace of change, solutions needed to be both impactful and efficient to produce—balancing ideal design approaches with real-world constraints.
Key Takeaways
This project reflects my ability to:
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Lead design through periods of rapid change and uncertainty
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Translate physical experiences into effective digital solutions
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Balance user needs with business and operational constraints
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Deliver scalable, high-impact design across multiple channels
Strategy and Execution example
Creating differents engaments strategy
Developing of storytelling method for animation and motion on social media.
UX | UI E-commercer solutions
One of my challenges was to entice consumers to buy large home items.
My visual design proposal was to create the furniture in 3D, but due to the high volume of products, I had to be practical and quick. I created sketches of their products with their measurements so that the customer could visualize how the product would look in their home. We have received positive feedback from customers.
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