This collection showcases my work in designing retail landing pages that strike a balance between inspiration and functionality. From fashion and beauty to premium electronics, each project focused on aligning with customer expectations, brand positioning, and measurable business outcomes, driving stronger engagement, conversions, and brand perception.ere
Health & Beauty
To optimize the performance of Fingerhut’s Health & Beauty landing page, we designed and tested two distinct creative approaches. The goal was to evaluate how different visual styles and navigation structures influenced user engagement, click-through behavior, and alignment with customer expectations.
Variant A – Playful & Category-Driven (Left)
Objectives
Create an approachable, celebratory look that appeals to a broad audience.
Encourage exploration across general categories with bold navigation.
Reinforce Fingerhut’s value-driven brand identity.
Research & Insights
Customers responded positively to bright, lifestyle-driven visuals.
Shoppers wanted easy access to broad categories rather than deep funnels.
Competitor analysis showed playful, colorful aesthetics boosted engagement for mass retail.
Results
Higher engagement on top-level navigation tiles.
Increased time on page, especially with lifestyle imagery.
Stronger performance among value-focused shoppers.
Variant B – Elevated & Retail-Aligned (Right)
Objectives
Deliver a polished, minimal design aligned with high-end beauty retailers.
Provide direct access to specific product-driven categories.
Test aspirational design with customers seeking premium experiences.
Research & Insights
Analytics revealed interest in targeted categories like skincare and grooming.
Competitive benchmarks showed aspirational design cues improve perceived product value.
Results
+12% CTR to product pages compared to Variant A.
+9% lift in add-to-cart rates on targeted categories.
Improved brand perception, positioning Fingerhut closer to premium retail.
Conclusion
While Variant A encouraged exploration and kept shoppers engaged longer, Variant B positioned Fingerhut closer to premium health & beauty retailers, elevating perceived product value. By resonating with shoppers seeking a polished, retail-like experience, Variant B drove stronger conversions, cart growth, and long-term brand alignment.
Apple Landing Page
To support one of Fingerhut’s most in-demand product categories, we developed a dedicated Apple landing page. The page was designed to showcase the breadth of Apple’s ecosystem in a way that is clean, premium, and easy to navigate, reinforcing trust and elevating perception of Fingerhut as a destination for high-value brands.
Objectives
Highlight Apple’s complete product line, from iPhone and iPad to accessories and smart home devices.
Create a premium, simplified design that mirrors Apple’s retail experience while fitting within Fingerhut’s brand system.
Enhance navigation and minimize friction by organizing products into distinct, easily recognizable categories.
Strengthen brand association between Fingerhut and Apple, reinforcing customer confidence.
Drive click-throughs from the landing page to category and product detail pages.
Research & Insights
Competitors: Electronics retailers (Best Buy, Target, Apple.com) emphasize clean, product-first layouts that spotlight the Apple ecosystem.
Behavior Data: Shoppers frequently entered through Apple search queries and category filters, signaling a strong need for a centralized hub.
Shoppers’ Needs: Apple buyers expect a premium, consistent experience that reflects Apple’s design standards. They want easy navigation by product line (e.g., iPhone, iPad, Apple Watch) without clutter.
Opportunity: By mimicking the simplicity and polish of Apple’s own retail approach, Fingerhut could elevate trust and reduce bounce rates for high-value shoppers.
Results & Impact
Delivered a streamlined, brand-forward landing page that matched 1shoppers’ expectations for Apple products.
Improved click-throughs to product detail pages by offering straightforward, product-line navigation.
Reinforced perceived value and trust, positioning Fingerhut as a reliable source for premium electronics.
Provided a scalable template for future brand-specific hubs (e.g., Samsung, Microsoft), supporting strategic retail growth.
Men’s & Women’s Fashion
I designed the Men’s and Women’s Fashion landing pages to highlight seasonal apparel, trusted brands, and easy-to-navigate shopping experiences. The goal was to blend style inspiration with product discoverability, ensuring shoppers could quickly find what they wanted while being introduced to new looks.
Objectives
Boost click-throughs from landing pages to product detail pages.
Showcase recognizable brands to build trust (Adidas, Carhartt, Michael Kors).
Provide flexible layouts that support seasonal campaigns.
Guide shoppers with tools like fit guides and curated shops.
Encourage cross-category browsing (clothing, shoes, accessories).
Research & Insights
Competitors: Leading retailers use trend storytelling and guided shopping tools to keep customers engaged.
Behavior Data: Analytics showed shoppers often dropped off after the hero banner, signaling a need for stronger modules further down the page.
Shoppers’ Needs: Customers wanted both inspiration (seasonal looks, curated shops) and confidence cues (fit guides, well-known brands).
Opportunity: Combine lifestyle imagery with functional elements (fit guides, brand spotlights) to keep users scrolling and shopping.
Results & Impact
+18% CTR from landing pages to product detail pages.
-14% bounce rate after redesign, keeping shoppers engaged longer.
+11% increase in time on page, with stronger interaction on fit guide and curated shop modules.
Cross-sell lift: Accessories and footwear modules drove a 7% increase in attach rates.
Clearer brand spotlights built trust and reinforced customer loyalty.