ICU Eyewear, a leader in reading eyewear and sunglasses, asked for a total redesign of their website based on my research that confirmed they needed a more shoppable and contemporary site.
After understanding different target user needs, I created a clear information architecture for the site and ensured category names and labels were understandable and the structure intuitive.
I also mapped out various customer journeys with the goal of short, simple user flows that also provided the necessary information for a purchase decision.
I styled and shot all product photography for the collection thumbnails on the homepage and collection page headers.