Laura James
Laura James
Laura James is a UK-based furniture and homeware retailer known for its affordable yet beautifully designed collections. As Senior UI Designer, I led the redesign of the Laura James e-commerce platform, transforming its product experience, improving navigation, and creating a design system that modernized the brand’s digital presence. The result was a faster, more elegant shopping experience optimized for both mobile and desktop.
Concept
Concept
The goal was to refine Laura James’ online shopping experience to better reflect the brand’s evolving identity, stylish, trustworthy, and easy to navigate. The concept centered around clarity and conversion, reducing clutter while enhancing product storytelling through modern layouts, visual consistency, and improved interaction design. The redesign also focused on creating a more personalized and intuitive experience across devices.
The goal was to refine Laura James’ online shopping experience to better reflect the brand’s evolving identity, stylish, trustworthy, and easy to navigate. The concept centered around clarity and conversion, reducing clutter while enhancing product storytelling through modern layouts, visual consistency, and improved interaction design. The redesign also focused on creating a more personalized and intuitive experience across devices.
Concept
The goal was to refine Laura James’ online shopping experience to better reflect the brand’s evolving identity, stylish, trustworthy, and easy to navigate. The concept centered around clarity and conversion, reducing clutter while enhancing product storytelling through modern layouts, visual consistency, and improved interaction design. The redesign also focused on creating a more personalized and intuitive experience across devices.
Research
Research
I started with a full UX audit of the previous website, benchmarking it against competitors such as Made, IKEA, and Next Home. Using analytics and heatmaps, I identified drop-off points in product discovery and checkout flows. I also gathered qualitative feedback from customers and internal stakeholders to uncover pain points around navigation and content density. These insights informed a set of priorities simplifying the PDP (Product Detail Page), improving filtering logic, and re-structuring visual hierarchy to highlight best-selling products.
I started with a full UX audit of the previous website, benchmarking it against competitors such as Made, IKEA, and Next Home. Using analytics and heatmaps, I identified drop-off points in product discovery and checkout flows. I also gathered qualitative feedback from customers and internal stakeholders to uncover pain points around navigation and content density. These insights informed a set of priorities simplifying the PDP (Product Detail Page), improving filtering logic, and re-structuring visual hierarchy to highlight best-selling products.
Research
I started with a full UX audit of the previous website, benchmarking it against competitors such as Made, IKEA, and Next Home. Using analytics and heatmaps, I identified drop-off points in product discovery and checkout flows. I also gathered qualitative feedback from customers and internal stakeholders to uncover pain points around navigation and content density. These insights informed a set of priorities simplifying the PDP (Product Detail Page), improving filtering logic, and re-structuring visual hierarchy to highlight best-selling products.
Design
Design
Leading the UI direction, I designed a refreshed e-commerce design system built for scalability and brand cohesion. Each component from buttons to modals was refined to support faster load times and cleaner alignment with the new brand typography and color palette. I introduced a favoriting feature (heart icons on PDP and product grids), plus quick-add interactions that let users add products directly from recommendations.
The new Product Detail Page was a major focus redesigned to highlight imagery, streamline purchase actions, and improve mobile usability. Every decision was backed by visual testing and conversion metrics to ensure the redesign supported both aesthetic and commercial goals.
Leading the UI direction, I designed a refreshed e-commerce design system built for scalability and brand cohesion. Each component from buttons to modals was refined to support faster load times and cleaner alignment with the new brand typography and color palette. I introduced a favoriting feature (heart icons on PDP and product grids), plus quick-add interactions that let users add products directly from recommendations.
The new Product Detail Page was a major focus redesigned to highlight imagery, streamline purchase actions, and improve mobile usability. Every decision was backed by visual testing and conversion metrics to ensure the redesign supported both aesthetic and commercial goals.
Design
Leading the UI direction, I designed a refreshed e-commerce design system built for scalability and brand cohesion. Each component from buttons to modals was refined to support faster load times and cleaner alignment with the new brand typography and color palette. I introduced a favoriting feature (heart icons on PDP and product grids), plus quick-add interactions that let users add products directly from recommendations.
The new Product Detail Page was a major focus redesigned to highlight imagery, streamline purchase actions, and improve mobile usability. Every decision was backed by visual testing and conversion metrics to ensure the redesign supported both aesthetic and commercial goals.
Development
Development
I collaborated closely with developers and QA teams to ensure perfect alignment between design and implementation. Using Figma Dev Mode and component documentation, I standardized spacing, color tokens, and grid systems for consistency across breakpoints. I also established smoother design-to-dev handoffs and ran UI quality checks on staging environments.
This collaboration helped ship a polished, high-performing site that not only improved conversion and retention rates but also elevated the brand’s overall digital experience, reinforcing Laura James as a trusted leader in modern furniture e-commerce.
I collaborated closely with developers and QA teams to ensure perfect alignment between design and implementation. Using Figma Dev Mode and component documentation, I standardized spacing, color tokens, and grid systems for consistency across breakpoints. I also established smoother design-to-dev handoffs and ran UI quality checks on staging environments.
This collaboration helped ship a polished, high-performing site that not only improved conversion and retention rates but also elevated the brand’s overall digital experience, reinforcing Laura James as a trusted leader in modern furniture e-commerce.
Development
I collaborated closely with developers and QA teams to ensure perfect alignment between design and implementation. Using Figma Dev Mode and component documentation, I standardized spacing, color tokens, and grid systems for consistency across breakpoints. I also established smoother design-to-dev handoffs and ran UI quality checks on staging environments.
This collaboration helped ship a polished, high-performing site that not only improved conversion and retention rates but also elevated the brand’s overall digital experience, reinforcing Laura James as a trusted leader in modern furniture e-commerce.
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©2025 SELLIDON DESIGN
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©2025 SELLIDON DESIGN
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©2025 SELLIDON DESIGN
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©2025 SELLIDON DESIGN
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