Freelance Lead UX Designer for Happy Socks — redesigning the Shopify storefront across all 21 markets, and building the testing culture that settled design decisions with evidence instead of opinion.
Happy Socks sold in 21 markets. The campaign work was gorgeous — and completely disconnected from what was happening in the store.
An agency made the campaign imagery. The e-commerce team lived in the numbers. Neither loop reached the other, so nobody could say which creative decisions actually moved anything.
Underneath, the store ran on instinct: categorization was inconsistent, the account and checkout hadn't been revisited in years, and regional teams kept solving the same problems separately.
I came in freelance, mapped every point of the customer journey, and rebuilt what wasn't working — then made testing the way design decisions got settled.
Site architecture and categorization, redesigned across all 21 markets, so customers could find things and the internal team could manage one catalog instead of twenty-one. A new My Account. Checkout rebuilt end to end on Shopify. Every change shipped as a test, not a launch.
The culture outlasted the project. With Happy Socks' e-commerce manager I started a Stockholm meetup on branding and UX — bi-weekly, and 700 designers deep.
Reorganized the entire site — structure, UX and collections — across all 21 markets.
Rebuilt checkout and account UX end to end on Shopify.
Every change shipped as a test, not a launch.
Co-founded a bi-weekly Stockholm meetup on branding and UX.
Conversion up across the biggest markets within three months, a face-mask campaign that sold out in four days, and a way of working the company kept using after I left.
