Content Strategy Projects
Category Landing Page Range Hoods
Designing a net-new category landing page for a product with a complex path to purchase was a challenging but rewarding opportunity. I started by asking: How do customers make this decision? What do they need to know first?
By analyzing on-site browsing behaviour—especially the most frequently used filters and interaction patterns—I uncovered key signals about how users navigate and evaluate their options. From type to size and then type of range, I designed a landing page that simplifies the decision-making process and guides customers toward the right product more quickly, with important information that leads to a purchase tailored to their unique needs.
Category Landing Page Kitchen Cabinets
Refreshing the Kitchen Cabinets landing page came with a unique challenge: how do you clearly explain a complex product offering—four assembly types from three distinct vendors—without overwhelming the customer? And more importantly, how do you keep them engaged and inspired throughout a high-stakes renovation journey?
The solution was rooted in visual storytelling. I designed a page that combined intuitive product carousels, custom infographics, and a prominent callout to our kitchen estimator tool—all aimed at guiding customers through the decision-making process with clarity and excitement. The result? An incredible 230%+ increase in page traffic after launch.
Wordpress Site Kirkland Lake & District Tourism
The Kirkland Lake District in Northern Ontario is made up of seven unique communities. After receiving a federal tourism grant, the regional board approached me with a challenge: how can we showcase the region as a cohesive destination—without erasing the character of each town?
The solution was to organize the site around experience zones rather than municipalities. I structured the website by natural activity types—Ice, Snow, Water, and Land—allowing visitors to explore what the district offers through its landscapes and seasons. This approach highlighted the strengths of each area while encouraging tourism across the full region.
In addition to the site architecture and UX strategy, I created a logo and color palette inspired by the region’s natural elements. I also built out directories for accommodations, dining, and local events, and integrated stunning drone footage provided by the local Chamber of Commerce to bring the district’s beauty to life.
Shopify Store Tori XO Jewellery
Building a net-new Shopify 2.0 storefront for Tori XO, a handmade jewellery brand, was a great opportunity to explore the platform’s updated component library while solving a classic ecommerce challenge: how to showcase a large, diverse product catalog without overwhelming the user.
With well over a hundred SKUs and a wide range of styles and price points, the focus was on creating clear, flexible paths to discovery. I designed the shopping experience to support multiple entry points—allowing customers to browse by type, collection, or budget. For more intentional shoppers, I implemented a refined "Shop by Type" filtering system to make narrowing down easy and intuitive.
To introduce new visitors to the brand’s aesthetic and storytelling, I also created curated collections and visual lookbooks that highlight Tori’s craftsmanship and personal style. The final result is a visually cohesive, user-friendly storefront that supports both product discoverability and brand storytelling.
Shopify Store Allison Tremain Printmaker
Working with artist Allison Tremain was a rewarding lesson in designing with intention, even on a tight budget. As a recipient of a Digital Main Street grant, Allison came to me with a big vision for her online store—but limited resources. Using a free Shopify theme as the foundation, I created a storefront that highlights the beauty and variety of her artwork while keeping the experience streamlined and accessible.
To make her large catalogue easy to navigate, I organized products into collections based on shared visual elements, helping customers connect with pieces that resonate with their personal style. I also implemented practical filtering tools that let users quickly sort by availability and price—ensuring a smooth, satisfying shopping experience without unnecessary complexity.
The result is a simple but elegant Shopify store that allows Allison’s work to shine and customers to shop with ease.
Wordpress Site King Soundworks
When Greg King reached out, the King Soundworks website hadn’t been updated since 2013 and was due for a modern refresh. The original site was spread across multiple landing pages, making the experience fragmented and overwhelming. The challenge? Condense years of work and information into a single-page site without sacrificing clarity or impact.
To solve this, I restructured the site using anchor-based navigation that guides visitors smoothly through the brand’s story, services, and portfolio—all from one streamlined page. I incorporated image carousels to showcase their award-winning work without clutter, and refreshed the color palette and typography to reflect a more modern, cinematic feel in line with their industry. The result is a sleek, scrollable experience that captures the essence of King Soundworks in a format that’s fast, functional, and visually compelling.