Fancy Sprinkles was built on a Shopify template in 2013. Over time, the absence of essential updates resulted in a website that lacked interactive elements crucial for captivating consumers and driving conversions. At the onset of 2022, I assumed the pivotal responsibility of orchestrating a comprehensive website transformation in collaboration with a development team. I meticulously conducted research and subsequently conceptualized the user experience (UX) and user interface (UI) design elements. With an unwavering commitment to quality, I crafted a mobile-first website, adhering to an accelerated timeline. I executed all main website deliverables and led the design team on coordinating assets. My close partnership with the development team ensured a punctual and fiscally responsible website launch. Simultaneously, I engaged in strategic collaborations with the marketing and content teams to create campaign images that eloquently centered on the product.

In its debut month, the redesigned website showcased remarkable performance metrics. Overall, conversions surged by 12.4%, a clear indication of enhanced user engagement and design alignment. Particularly impressive, the Collection Page witnessed a 16.1% spike in conversions, solidifying the redesign's role in streamlining customer journeys. Average Session Duration rose by 12.96%, reflecting improved navigation and content presentation. Simultaneously, Bounce Rate decreased by 3.88%, signifying heightened visitor interest. In the technical sphere, the website's speed saw a remarkable 40.63% improvement, optimizing user interactions. Collectively, these metrics validate the redesign's success in attracting and retaining users, while ensuring seemless digital experiences.

Fancy Sprinkles, founded in 2013 on a Shopify template, faced a stagnant website due to absent updates, missing vital interactive elements crucial for engaging users and boosting conversions. In early 2022, I took charge of a transformative website overhaul in collaboration with a development team. I meticulously researched, conceptualized UX/UI designs, and crafted a mobile-first site within a tight timeline. Executing main deliverables and guiding asset coordination, I closely partnered with developers for a timely and budget-conscious launch. Concurrently, I collaborated with marketing and content teams to create impactful campaign images.

In its debut month, the redesigned website showcased remarkable performance metrics. Conversions surged by 12.4%, showcasing improved user engagement and design coherence. Notably, the Collection Page experienced a 16.1% conversion increase, streamlining customer journeys. Average Session Duration grew by 12.96%, indicating better navigation and content display. Simultaneously, the Bounce Rate dropped by 3.88%, revealing heightened visitor interest. Technically, the website's speed improved by 40.63%, enhancing user interactions. These collective metrics validate the redesign's success in attracting, retaining users, and ensuring seamless digital experiences.

Prior to the website's comprehensive redesign, the homepage suffered from an excessively complex navigation structure. The terminology employed within the navigation framework, as well as the nomenclature of the products, proved unfamiliar and disorienting for consumers. Furthermore, the visual composition of the homepage images was skewed, disproportionately accentuating props over the actual products, thereby diluting the primary focus.

Within the context of the product listing page (PLP), a prominent deficiency manifested in the absence of an intuitive filtering and sorting mechanism. This shortcoming was exacerbated by findings from user research, indicating that consumers frequently struggled to locate specific terms. Notably, the PLP's interface failed to incorporate a Quick to Add button, a crucial convenience factor for returning customers seeking efficient purchasing pathways. This constellation of inadequacies underscored the imperative for a strategic and user-centric overhaul, a goal subsequently achieved through meticulous design and functionality enhancements.

The website's homepage pre-redesign suffered from complex navigation and unfamiliar product terms, confusing users. Homepage visuals skewed towards props rather than products, diverting focus.

The product listing page (PLP) lacked intuitive filtering and sorting. User research revealed common term search struggles. Also, the PLP lacked a Quick to Add button, inconveniencing return customers. These issues highlighted the need for a user-centered overhaul, achieved through careful design enhancements.

In tandem with the web design overhaul, I spearheaded the conception and design of an innovative kit packaging that celebratesf the Fancy Sprinkles brand while delivering an engaging and enjoyable unboxing experience. Central to this packaging concept is a carefully crafted kit containing a range of elements.

At its core, the kit comprises a designed printed booklet that seamlessly integrates campaign imagery while offering comprehensive, step-by-step instructions. A prime focus of this undertaking was the customization of graphics and illustrations, curated to vividly illustrate the intricate process behind the creation of the Haunted House candy mansion. This strategic fusion of visual storytelling and informative guidance not only accentuates the product's appeal, but also showcases a deliberate commitment to enhancing user experience through the packaging and print design.

In tandem with the web design overhaul, I spearheaded the conception and design of an innovative kit packaging that celebratesf the Fancy Sprinkles brand while delivering an engaging and enjoyable unboxing experience. Central to this packaging concept is a carefully crafted kit containing a range of elements.

At its core, the kit comprises a designed printed booklet that seamlessly integrates campaign imagery while offering comprehensive, step-by-step instructions. A prime focus of this undertaking was the customization of graphics and illustrations, curated to vividly illustrate the intricate process behind the creation of the Haunted House candy mansion. This strategic fusion of visual storytelling and informative guidance not only accentuates the product's appeal, but also showcases a deliberate commitment to enhancing user experience through the packaging and print design.

ROLE - Concept, Art Direction, Mobile-Web design, UI, UX, Packaging, Print

CLIENT - Fancy Sprinkles

CREATIVE DIRECTOR : Bo Jung

PHOTOGRAPHER : Elyse Frelinger

HEAD OF CONTENT : Sarah Dyer

JR ART DIRECTOR / COPYWRITER : Connie Hole

GRAPHIC DESIGNERS : Ariel Chang, Morgan McCabe

ROLE - Concept, Art Direction, Mobile-Web design, UI, UX, Packaging, Print

CLIENT - Fancy Sprinkles

CREATIVE DIRECTOR : Bo Jung

PHOTOGRAPHER : Elyse Frelinger

HEAD OF CONTENT : Sarah Dyer

JR ART DIRECTOR / COPYWRITER : Connie Hole

GRAPHIC DESIGNERS : Ariel Chang, Morgan McCabe