Freelance Lead UX Designer for Happy Socks—redesigning the global eCommerce experience across 21 markets and bringing structured testing into the way the team made design decisions.
Happy Socks was selling in 21 markets. The campaign work was gorgeous—and largely disconnected from what happened once customers reached the store.
An external agency created the campaign imagery while the internal eCommerce team lived in the numbers. The two sides rarely met, so there was no clear feedback loop between creative decisions and customer behavior.
Underneath, the store ran largely on instinct. Product categories were confusing, the account and checkout experiences hadn't been meaningfully revisited, and regional teams were repeatedly solving the same problems in different ways.
I came in as a freelance lead UX designer and mapped the customer journey from discovery to checkout. The goal wasn't to redesign everything for the sake of it. It was to identify where the experience was losing people, fix the highest-value problems and create a testing rhythm the team could keep using.
Unified Navigation & Architecture — Redesigned site navigation and product categories across all 21 markets, creating a clearer shopping flow while giving the internal team one global catalog to work from.
Core Storefront Upgrades — Rebuilt the My Account experience and optimized checkout end-to-end on Shopify, turning key changes into measurable tests rather than unverified launches.
Campaign-to-Commerce Integration — Partnered with the eCommerce Manager on campaign ideas that connected creative with the storefront. One example was the face-mask campaign, where the eCommerce Manager's concept and my design and execution helped turn the idea into a campaign that sold out in four days.
Reorganized navigation, information architecture and collection flows across 21 international markets.
Rebuilt the My Account experience and optimized checkout end-to-end on Shopify.
Ran continuous A/B tests across key interactions, from CTAs and microcopy to layout variations, using real customer behavior to guide decisions.
Co-founded a bi-weekly Stockholm UX & Branding meetup that grew into a 700+ member design community.
Within three months, conversion increased by 33% in the US and 15% in Germany. The new testing framework also gave the team a repeatable way to validate future design decisions.
