Website Redesign
Desert Door’s original website looked great—but behind the visuals, it struggled with major usability issues. Key information was buried, the shopping experience was fragmented, and an outdated back-end made updates slow and costly. In partnership with Expedition Studios, I led a redesign that focused on functionality, storytelling, and conversion—delivering a faster, more intuitive user experience.
As part of the relaunch, we also migrated to a more efficient online sales platform, which drove over $30K in sales within the first two months. The new system allowed us to expand from one to five fulfillment warehouses across the U.S., significantly reducing shipping times and growing our state coverage from 8 to 20+ states.
Key Contributions:
- Audited the existing site to identify UX issues, content redundancies, and performance gaps
- Streamlined navigation and prioritized high-conversion sections like products and events
- Repurposed existing creative assets to align with the refreshed brand voice and optimize production budgets
- Directed new product photography to elevate visual consistency and support the updated website experience
- Migrated e-commerce operations to a new platform, unlocking nationwide shipping, faster delivery, and improved fulfillment capabilities
- Partnered with cross-functional teams to ensure the relaunch aligned with business goals, brand strategy, and customer needs
Project Lead: Charlie Smith, Expedition Studios | Copy: Arty Tan
