Web Design - E-commerce
I was part of the 2009 launch team for 1-800-Baskets.com. Initially, I art directed photography for the site and later managed site graphics. I collaborated with marketing teams, scheduled web updates, and created assets for seasonal changes. I also handled basic HTML and CSS coding for simple changes and worked with developers on more complex site updates. Additionally, I redesigned the website during the transition to a new CMS system.
Early days of the brand.
During this time, the site’s CMS had an excess of code for even the simplest changes. I collaborated with developers to explore methods of extracting product data, including product names, images, and metadata, directly onto the homepage. This approach streamlined the site update process, enabling quick population by entering the product number in the code.
I was then asked to redesign the website. The goal was to make the site full width. The design focused on simple navigation and a hierarchy of seasonal and popular collections. Working with the developing team we did some A/B tests to see how the new site and old site compared. The results showed conversion was overwhelmingly positive for the new site layout. The layout was approved and we moved forward with the new design.
Original Layout ( click image)
New Layout (click image)
A year later, the 1-800-Flowers enterprise transitioned to a new CMS system, providing greater site control without HTML and CSS tinkering. This Headless system integrated with various backend systems and aimed for uniformity across sister brands. I was responsible for updating the website's layout using the new CMS tool, emphasizing universal sections shared by all brands. I collaborated with our food brands to develop sections for use across all brands.
New Layout (click image)
