UX/UI
2025
UX/UI
2025
UX/UI
2024
UX/UI
2024
UX/UI
2024
UX/UI
2023
UX/UI
2023
UX/UI
2023
UX/UI
2023
UX/UI
2022
UX/UI
2022
UX/UI
2021
UX/UI
2021
UX/UI
2020
Brand & Digital
2023
Brand & Digital
2022
Brand & Digital
2020
Brand & Digital
2019
Print
2019
Print
2019
Shopify
UX / UI Design
2025
The Working Party
The Working Party
This project focused on evolving an existing Horizon theme build into a more robust, scalable ecommerce experience. As Senior UX/UI Designer, I led theme customisation across navigation, filtering and product discovery, working within platform constraints to deliver a high-performing retail site.
The primary goal was to simplify browsing across a large and complex catalogue. A fully customised mega menu was introduced to support instrument categories, brands and educational pathways, alongside bespoke collection filtering to improve findability and reduce friction in the purchase journey. The outcome was a clearer navigation structure, improved product discovery and a more intuitive shopping experience for both beginners and professionals.
Shopify
UX / UI Design
2025
The Working Party
The Working Party
A custom design focused on elevating brand storytelling and translating LEO LIN’s distinct visual identity into a refined digital experience. The goal was to create a site that felt immersive, editorial and emotionally engaging while maintaining strong ecommerce performance.
As lead designer, this project shaped narrative-driven collection pages, considered typography systems and subtle micro-interactions that enhanced movement without distracting from product. Transparency and craftsmanship were key themes, with storytelling woven throughout product detail pages to deepen brand connection. The result is a visually rich yet highly functional ecommerce experience that balances luxury aesthetics with conversion-led design.
Shopify
UX / UI Design
2024
The Working Party
The Working Party
This project focused on reimagining the product detail experience across three distinct equestrian brands: Arena, Bates and Wintec. The objective was to create a unified UX framework while preserving each brand’s individual positioning and tone.
Developed a scalable multi-brand design system in Figma using variables and theme tokens, enabling consistent layouts, components and interaction patterns while allowing flexible brand theming across colour, typography and visual expression. The redesigned PDP prioritised technical specifications, fit guidance and education, presenting complex product information in a structured and accessible way.
Shopify
UX / UI Design
2024
The Working Party
The Working Party
This project involved a full custom Shopify design aimed at elevating the digital experience to reflect Kennedy’s premium retail presence. The goal was to refine UX, enhance storytelling and create a seamless, high-end online journey.
As lead designer, this project focused on hierarchy, whitespace, typography and restrained motion to communicate luxury and precision. Product pages were restructured to improve clarity around specifications and availability, while brand storytelling elements were integrated to support high-value purchasing decisions. The final result is a considered, elegant ecommerce experience that aligns with Kennedy’s in-store luxury positioning while optimising usability and conversion.
Shopify
UX / UI Design
2024
The Working Party
The Working Party
This project centerd on improving product discovery, variant selection and filtering across a large and fast-moving catalogue. The goal was to create a more intuitive browsing experience while maintaining the brand’s playful and contemporary aesthetic.
As lead designer, this project focussed on refined collection structures, enhancing filtering logic and improving variant presentation on product detail pages. Significant focus was placed on product imagery direction to ensure consistency, clarity and stronger merchandising impact. The outcome was a streamlined shopping experience that supports faster decision-making, improved navigation and stronger visual cohesion across the site.
Shopify
UX / UI Design
2023
Studio Almond
Monica Murton
Alex Murton
Nauman Samejo
Daisy Zou
Seo Young Lee
This project involved a full custom design and replatform. As Senior UX UI Designer, I was involved across UX, UI concepts, UI rollout, development handover, QA and project management. The primary goal of this project was to create a clean and simple user journey implementing updated branding while improving site UX and customer engagement. The site goal was to improve user experience by utilising comprehensive product detail specs, collection views and case study imagery.
Shopify Plus
UX / UI Design
2023
Studio Almond
Monica Murton
Alex Murton
Seo Young Lee
Nauman Samejo
Recognition
Best Awards Gold in Digital
Large Scale Websites
- Custom Shopify website design for New Zealand
- based product design company.
Shopify
UX / UI Design
2023
Studio Almond
Monica Murton
Alex Murton
Daisy Zou
Nauman Samejo
This project involved a full custom design and replatforming. As Senior UX UI Designer, I was involved across UX, UI concepts, UI rollout, development scoping, QA and project management. The primary goal of this project was to create an immersive and bespoke customer experience through stronger brand presence and improved user experience to increase conversion rates (CRO).
Shopify
UX / UI Design
2023
Studio Almond
Monica Murton
Alex Murton
Seo Young Lee
This project involved a full custom design and replatform. As Senior UX UI Designer, I was involved across UX, UI concepts, UI rollout, development handover, QA and project management. The primary goal of this project was to create a simple and clean site which was more inline with updated branding and improved overall site UX. The site goal was to appeal to a Hong Kong based market while allowing users to browse the site in both English and Chinese.
Shopify Plus
UX / UI Design
2022
Pocket Square
Lance O’Grady
Eben Hafkamp
This project involved a full custom design, large-scale integration, and replatforming. As the design lead, I oversaw concepting, design rollout, development scoping, and QA. The primary goal of this project was to create a customer-centric experience through personalization, custom user experiences, and improved site UX. The site also aimed to highlight strong brand elements, lifestyle content, aswell as a wide product range.