Digital Design Lead
Madewell’s website required weekly refreshes and called for exciting new approaches to the online shopping experience. I was tasked with creating evergreen operational pages, seasonal shops, and campaign landing pages.
I partnered directly with developers to ideate, troubleshoot, and perform visual and functional QA before each launch.
Madewell's semi-annual collection stories historically followed a traditional web editorial layout. For this season, I focused on using a split-screen layout that—on the left—subtly transitions the product information belonging to each look. The Shop The Look button reveals laydown images of the products featured in each look, each laydown linking to its respective product page. The right side showcases stunning travel photography.
At smaller breakpoints, the layout becomes entirely vertical, but full-bleed imagery keeps the story feeling immersive.