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Website Redesign and Cleanup

In 2019 Iconic Group merged with Balfour and my team took over the user experience and visual UI for the website. Over a period of two years we worked on different sections and components of's e-commerce website. Collaborating with internal teams and gathering feedback from sales representatives, customer service and data analysts in order to align the website with business goals and to enhance the customer experience for students and their families.


During this time with a lean team, we have updated several sections of the site including the homepage, category pages, product listing, product detail, product builders, the cart and checkout flow. We have also launched several new products including class jewelry collections, graduation packages, diploma frames, stoles, graduation announcements, egifting and sharing features.

E-commerce: Responsive Web Design

Creative Direction: Photography, Content, Visual UI Design

UX : User Testing, Research, Flow Diagrams, Wireframes, Design Mockups, Prototypes

See More UX/UI


On this project, I directed the in house product design team to conduct competitive research, create flow diagrams, wireframes and design mockups. I was a hands on participant in creating a testing plan, scripts and moderating the user testing sessions for both in person and online testing. In addition to working on the checkout flow, graduation packages, and eGifting features.

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