ImpressArt E-commerce Site

Design and creation of new responsive e-commerce site, including art direction for refreshed visual language, imagery, and palette, and frontend development of site.
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I was tasked with the redesign of ImpressArt’s e-commerce site to make it more easily navigable while also incorporating and prominently featuring the company’s new online education offerings (see “ImpressArt U”).  I redesigned the color palette to feel less elementary and improve readability (the former site had buttons and links it the brand’s light teal).  As a part of the overhaul, I created a Shop landing page to make the browsing experience more simplified and visual, especially for first-time users who might not be clear on what the company offers. The new site is highly visual with refreshed photographic styling to provide inspiration and entice new users.  In addition, I incorporated cross-links to the company's new education program and added ‘Shop the Project’ pages for all the project tutorials on the site to make the shopping/learning transitions more seamless and increase conversion rates across the site.

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