American Dream
American Dream
American Dream Clubhouse is a premium men’s apparel brand founded by Chace Crawford. As a new brand, they needed an eCommerce site to launch and start selling online. I led the UX/UI design for the full website, focusing on clear navigation, strong product presentation, and a smooth path to checkout.
Client
Client
American Dream
Service
Service
eCommerce Website Design
Industry
Industry
Fashion & Apparel
Role
Role
Solo UX/UI Designer
The Goal
Launch a full eCommerce experience that established a strong online presence for a new brand. The focus was a mobile-first shopping flow, easy to navigate, and competitive, using solid UX and eCommerce best practices to support conversion. The site also needed to create a closer connection between customers and the founder so the brand felt personal and not generic.
Launch a full eCommerce experience that established a strong online presence for a new brand. The focus was a mobile-first shopping flow, easy to navigate, and competitive, using solid UX and eCommerce best practices to support conversion. The site also needed to create a closer connection between customers and the founder so the brand felt personal and not generic.
Research & Insights
Research & Insights
Research & Insights
Research set the direction for the project. My goal was to understand the audience we were designing for, what they needed to feel confident buying, and how the brand should come through beyond just the visuals. This helped keep decisions grounded early on and made sure the final experience supported both the customer journey and the business goals.
Research set the direction for the project. My goal was to understand the audience we were designing for, what they needed to feel confident buying, and how the brand should come through beyond just the visuals. This helped keep decisions grounded early on and made sure the final experience supported both the customer journey and the business goals.
Research set the direction for the project. My goal was to understand the audience we were designing for, what they needed to feel confident buying, and how the brand should come through beyond just the visuals. This helped keep decisions grounded early on and made sure the final experience supported both the customer journey and the business goals.
Design Process
Design Process
Design Process
I aligned on goals and constraints with the client, then mapped the site structure and key flows. From there, I moved through wireframes into high-fidelity UI in Figma, using a prototype to review the experience before handoff.
I aligned on goals and constraints with the client, then mapped the site structure and key flows. From there, I moved through wireframes into high-fidelity UI in Figma, using a prototype to review the experience before handoff.
I aligned on goals and constraints with the client, then mapped the site structure and key flows. From there, I moved through wireframes into high-fidelity UI in Figma, using a prototype to review the experience before handoff.
Final Design & Results
Final Design & Results
Final Design & Results
The final design brought American Dream Clubhouse to life in a way that felt clean and easy to shop from, with mobile as the priority. I kept the layout scannable and conversion-focused, using solid eCommerce best practices to make browsing and product discovery straightforward.
The final design brought American Dream Clubhouse to life in a way that felt clean and easy to shop from, with mobile as the priority. I kept the layout scannable and conversion-focused, using solid eCommerce best practices to make browsing and product discovery straightforward.
The final design brought American Dream Clubhouse to life in a way that felt clean and easy to shop from, with mobile as the priority. I kept the layout scannable and conversion-focused, using solid eCommerce best practices to make browsing and product discovery straightforward.
Key Takeaways & Learnings
Key Takeaways & Learnings
Key Takeaways & Learnings
This project reinforced how much mobile-first decisions affect the entire shopping experience, especially in apparel where people scan quickly and bounce fast if browsing feels messy. It also reminded me that “premium” often comes from restraint and consistency, not adding more, and that eCommerce best practices matter most when they make the path to purchase feel obvious and easy.
This project reinforced how much mobile-first decisions affect the entire shopping experience, especially in apparel where people scan quickly and bounce fast if browsing feels messy. It also reminded me that “premium” often comes from restraint and consistency, not adding more, and that eCommerce best practices matter most when they make the path to purchase feel obvious and easy.
This project reinforced how much mobile-first decisions affect the entire shopping experience, especially in apparel where people scan quickly and bounce fast if browsing feels messy. It also reminded me that “premium” often comes from restraint and consistency, not adding more, and that eCommerce best practices matter most when they make the path to purchase feel obvious and easy.
Next Project
Modern Dose
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Modern Dose
eCommerce Website Design
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Modern Dose
eCommerce Website Design
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