Apparel commerce system
Rebuilt a fragmented apparel commerce site into an intent-driven funnel and a streamlined quote pipeline. ~23% organic session growth, ~40% lift in lead-form conversions.
Context
A US-based apparel brand selling custom and stock uniforms, headwear, and spirit wear to schools, colleges, and institutional buyers across B2B and B2C. The site carried fragmented product information, no structured path from broad traffic to purchase intent, and a quote-request flow that leaked leads before they reached sales.
Information architecture and the apparel funnel
Restructured the taxonomy into a category → product hierarchy, then built a 9-page apparel landing system that maps generic traffic to category-specific purchase intent and routes it toward a quote. Result: ~23% organic session growth.
Quote-request flow redesign
Reworked the flow end to end: page UX, form logic, and the web-to-sales handoff between the site and the sales team. Validated with A/B tests on hero CTAs and form layouts. Result: ~40% growth in lead-form conversions.
Product information system
A unified PDP model across the catalog: taxonomy restructure, image standardization (front/back/detail, consistent backgrounds), spec-sheet downloads, and a color/fabric option UI, all aimed at reducing decision friction for B2B buyers comparing apparel options.
Delivery and operating model
Owned the recurring catalog production cycle (Sublimated and Stock editions, including Issuu embeds and CMS integration) end to end from copy and design through dev embed and QA. Coordinated an outsourced dev vendor across CMS updates, plugin maintenance, and deployments as the sole design-to-dev contact for 18+ months. Maintained GA4 event tracking, schema markup, Core Web Vitals, and local SEO in parallel so design decisions stayed measurable.
Outcomes
~23% organic session growth, ~40% lead-form conversion lift.