Chloe's Creative Cards
Chloe's Creative Cards
Chloe's Creative Cards is an eCommerce store specializing in crafts and art supplies, founded by Chloe Endean, who is well-known from Create and Craft TV. The store runs on Shopify and offers a wide variety of creative products for crafters of all ages.
Client
Client
Chloe's Creative Cards
Service
Service
eCommerce Website Redesign
Industry
Industry
Arts & Crafts
Role
Role
Solo UX/UI Designer
The Goal
The goal was to modernize an outdated site experience and close key UX gaps that were affecting conversion. Because Chloe’s audience skews older and less tech-savvy, the site also needed to feel simpler to navigate, with better readability and accessibility through improved typography, spacing, and color use. With a large catalog, another priority was cleaning up the navigation and making product discovery more visual and organized so users could browse confidently without getting lost.
The goal was to modernize an outdated site experience and close key UX gaps that were affecting conversion. Because Chloe’s audience skews older and less tech-savvy, the site also needed to feel simpler to navigate, with better readability and accessibility through improved typography, spacing, and color use. With a large catalog, another priority was cleaning up the navigation and making product discovery more visual and organized so users could browse confidently without getting lost.
Research & Insights
Research & Insights
Research & Insights
I reviewed a few strong competitors and other large-catalog stores to understand what made navigation feel simple and what helped people browse without getting lost. I also looked at current eCommerce patterns around usability and engagement, and pulled ideas that could support conversion and AOV. Alongside that, I checked arts and crafts benchmarks to set realistic goals, and reviewed the store’s existing performance data to understand what needed the most attention and what we could track improvements against.
I reviewed a few strong competitors and other large-catalog stores to understand what made navigation feel simple and what helped people browse without getting lost. I also looked at current eCommerce patterns around usability and engagement, and pulled ideas that could support conversion and AOV. Alongside that, I checked arts and crafts benchmarks to set realistic goals, and reviewed the store’s existing performance data to understand what needed the most attention and what we could track improvements against.
I reviewed a few strong competitors and other large-catalog stores to understand what made navigation feel simple and what helped people browse without getting lost. I also looked at current eCommerce patterns around usability and engagement, and pulled ideas that could support conversion and AOV. Alongside that, I checked arts and crafts benchmarks to set realistic goals, and reviewed the store’s existing performance data to understand what needed the most attention and what we could track improvements against.
Design Approach
Design Approach
Design Approach
I started by mapping the site structure with a sitemap so the catalog and navigation had a clear foundation. Then I created wireframes and high-fidelity designs in Figma, supported by a clickable prototype to show how key pages and flows would work. Most of the work went into improving product discovery and simplifying navigation for Chloe’s older audience, so browsing felt more visual and less overwhelming. I also built a basic design system to keep patterns consistent and make future updates easier.
I started by mapping the site structure with a sitemap so the catalog and navigation had a clear foundation. Then I created wireframes and high-fidelity designs in Figma, supported by a clickable prototype to show how key pages and flows would work. Most of the work went into improving product discovery and simplifying navigation for Chloe’s older audience, so browsing felt more visual and less overwhelming. I also built a basic design system to keep patterns consistent and make future updates easier.
I started by mapping the site structure with a sitemap so the catalog and navigation had a clear foundation. Then I created wireframes and high-fidelity designs in Figma, supported by a clickable prototype to show how key pages and flows would work. Most of the work went into improving product discovery and simplifying navigation for Chloe’s older audience, so browsing felt more visual and less overwhelming. I also built a basic design system to keep patterns consistent and make future updates easier.
Final Design & Results
Final Design & Results
Final Design & Results
The final redesign modernized the store and made it easier to browse a large catalog, with clearer navigation and a more readable, accessible UI for Chloe’s older audience. These changes translated into stronger performance, with AOV increasing from £39.66 to £47.47 and conversion rate rising from 4.5% to 6.3%. Chloe was happy with the updated visuals and the overall user experience, and noted a noticeable improvement in customer engagement.
The final redesign modernized the store and made it easier to browse a large catalog, with clearer navigation and a more readable, accessible UI for Chloe’s older audience. These changes translated into stronger performance, with AOV increasing from £39.66 to £47.47 and conversion rate rising from 4.5% to 6.3%. Chloe was happy with the updated visuals and the overall user experience, and noted a noticeable improvement in customer engagement.
The final redesign modernized the store and made it easier to browse a large catalog, with clearer navigation and a more readable, accessible UI for Chloe’s older audience. These changes translated into stronger performance, with AOV increasing from £39.66 to £47.47 and conversion rate rising from 4.5% to 6.3%. Chloe was happy with the updated visuals and the overall user experience, and noted a noticeable improvement in customer engagement.
Key Takeaways & Learnings
Key Takeaways & Learnings
Key Takeaways & Learnings
Designing for Chloe’s audience reminded me how important it is to balance accessibility for older, less tech-savvy users with a modern experience that still feels engaging for everyone else. It also reinforced how much impact small UX changes can have in large catalogs, especially around navigation, visual hierarchy, and making browsing feel more visual and less overwhelming.
Designing for Chloe’s audience reminded me how important it is to balance accessibility for older, less tech-savvy users with a modern experience that still feels engaging for everyone else. It also reinforced how much impact small UX changes can have in large catalogs, especially around navigation, visual hierarchy, and making browsing feel more visual and less overwhelming.
Designing for Chloe’s audience reminded me how important it is to balance accessibility for older, less tech-savvy users with a modern experience that still feels engaging for everyone else. It also reinforced how much impact small UX changes can have in large catalogs, especially around navigation, visual hierarchy, and making browsing feel more visual and less overwhelming.
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