Designing the e-commerce experience for a DTC jewellery brand.

I joined as a Junior Graphic Designer on the creative team and was promoted to Graphic & UX/UI Designer on the e-commerce team, where my work became fully digital. Researching how others solved similar problems before designing brought UX thinking into work that had started as purely visual.

Alongside the site, I designed and tested features that made it easier to find and buy — including a UGC collection template that lifted US conversion by 29% in an A/B test.

Because I designed both the emails and the site, I kept every launch cohesive from inbox to homepage to collection. I designed homepages, collection pages and landing pages for paid ads in Figma as flexible templates, so each launch and sale could feel new without starting from scratch, then built them in Replo or handed them off to our developer.

The templates drew on our Figma design system, which I helped maintain as one of two designers on the digital team.

Our 48-hour sale template was later reused for Black Friday, shaped by an A/B test on how to show discounts in each market.

I also managed image assets for the creative team, and used AI image and video generation to adapt existing assets for sales like our 48-hour and Black Friday events, cutting production cost and time.

I owned email design across campaigns, launches and automated flows in Klaviyo, including the email design system every send was built from.

Working at JENNY BIRD taught me to think beyond individual screens: how design connects customer needs, brand, technical implementation and business goals, and what it takes to bring designs into production with a cross-functional team.

Coming from graphic design, I learned to bring research in before implementation, not after. That’s what led me to a Master’s in Interaction Design, to go deeper into research, behaviour and the interactions behind the interface.