Apparel website homepage redesign
**some content lost due to disconnected company email
Challenge
How can the existing homepage better support users without abandoning the brand's established visual language?
Through usability testing and heuristic evaluation, I identified the biggest barriers in Everywhere Apparel's shopping journey. Rather than redesigning the site from scratch, I refined the existing design system to improve readability, hierarchy, and navigation while preserving the brand's familiar visual language.
process
I began by evaluating the existing homepage alongside recorded user journeys. The page felt visually dense, making it difficult to quickly identify products, understand content hierarchy, and know where to focus next.
I recorded users completing common shopping tasks, then organized recurring observations through affinity mapping. Despite different browsing behaviors, the same themes consistently appeared.
Identifying design priorities
Three issues surfaced most frequently:
• weak visual hierarchy
• poor legibility
• high information density
Together, these made pages difficult to scan and slowed users from finding products and key information.
Redesigning within the existing system
Rather than introducing an entirely new interface, I refined the existing design language. Adjusting spacing, typography, hierarchy, and content organization created a more readable experience while keeping the site familiar to returning users.
Bringing the experience to life
After improving the visual structure, I introduced subtle interactions that guided attention and provided clearer feedback. Motion became a supporting element that made browsing feel more responsive without distracting from the shopping experience.
Final results
**Several interaction patterns, layouts, and content structures from these concepts are currently in the process of being implemented into Everywhere's future website