DANSKO
Role: Creative Lead (UX Strategy, Art Direction, Design System)
Agency: Third and Grove
Scope: Full UX and visual overhaul, navigation + product categorization, PDP redesign, digital design system/brand guidelines creation
Dansko needed more than a fresh coat of paint — they needed a full ecommerce relaunch. I led the redesign as sole creative, developing a modern, conversion-focused experience while working within the limits of a Shopify theme and a modest budget.
THE CHALLENGE
Dansko’s previous site didn’t reflect the brand’s quality and created friction in the shopping experience. Navigation and product categorization were cluttered, PDPs weren’t optimized for conversion, and the brand story was underdeveloped. The project had to deliver a polished, conversion-ready site within the constraints of a Shopify theme, limited development flexibility, and a tight budget.
THE WORK
I redesigned the site end-to-end, starting with simplified navigation and improved product categorization to help users find what they need faster. PDPs were restructured to support clearer storytelling and stronger conversion opportunities. Across the site, I applied best practices in ecommerce UX, elevating Dansko’s brand story while weaving in user stories and social proof.
To ensure longevity, I built out a digital style guide and design system, turning a small starter style guide into a scalable toolkit. This gave Dansko both the updated site experience and the framework to continue evolving on their own.
MY ROLE
I acted as creative lead, UX strategist, and art director. I owned the redesign from start to finish, mapping flows, designing components, and shaping the visual system. I collaborated closely with Shopify developers and a senior product manager, balancing design ambition with feasibility, budget, and client goals.
+25%
Increase in revenue
+8%
Increase in conversion
16%
Reduction in time to load
33%
ShopPay adoption rate
OUTCOME
The relaunch delivered a modern, conversion-friendly site that simplified shopping, told a stronger brand story, and gave Dansko a digital system they could own and evolve. The project led to significant improvements in sales and conversions, establishing a foundation for continued growth.