Grounded in Nature: A Fresh Digital Step for a Natural Shoe Brand

Natural movement deserves a naturally great experience. I redesigned this West Virginia-based shoe store’s website to match the quality of its products—minimal, fast, and beautifully functional. The goal was simple: make online feel as personal and purposeful as in-store.

Grounded in Nature: A Fresh Digital Step for a Natural Shoe Brand
Grounded in Nature: A Fresh Digital Step for a Natural Shoe Brand

Project Brief

This U.S.-based natural shoe company operates both a local shop in West Virginia and a growing online storefront. Known for its minimalist, health-conscious footwear, the brand needed a website that reflected its values—clarity, comfort, and quality. The original site felt outdated, slow, and lacked the design polish needed to match the ethos of the products. I led a complete redesign focused on improving user experience and site speed, introducing a clean, modern aesthetic with earthy tones, high-impact visuals, and simplified navigation. The result is a streamlined store that mirrors the brand’s grounded identity—both visually and functionally.

CRO Featured Theme Implementation UI/UX Design

Project Goals & Strategy Overview

The primary focus of the project was to close the gap between the in-store experience and the online journey. Our CRO strategy was centered on building trust, improving usability, and giving users the right tools to shop with confidence.

  • Project Goal Icon

    UX-Focused Redesign

    Simplify browsing and navigation to improve clarity and ease of shopping.

  • Project Goal Icon

    Speed & Performance Upgrade

    Enhance performance across devices for smoother, faster experiences.

  • Project Goal Icon

    Visual & Brand Cohesion

    Align the look and feel with the minimalist, nature-based brand values.

Project Development Process

Reimagining Simplicity: A Full Storefront Refresh
I focused on what mattered most—clarity, warmth, and flow—ensuring the store reflected the quiet confidence of its products.

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Discovery & Brand Alignment

Researched the brand’s roots, in-store experience, customer base, and key values to define tone and style guidelines for the redesign.

UX & Layout Redesign

Simplified the structure, improved header navigation, optimized above-the-fold content, and created a more intuitive mobile experience.

Visual Refresh & Palette Update

Introduced a new color palette inspired by nature and comfort. Enhanced typography, image layout, and whitespace for a more breathable feel.

Speed & Optimization Enhancements

Compressed images, removed legacy scripts, reduced font load, and restructured code for fast load times across all devices.

Project Outcome Result

The new site is faster, easier to navigate, and visually aligned with the brand’s minimalist mission. Customers can now shop with ease and confidence, and the brand has a modern platform ready to support its next phase of growth—both locally and online.

+41%

increase in average session duration

+36%

reduction in homepage bounce rate

-27%

improvement in mobile load speed

+22%

increase in average session duration

Key Achievements

  • Delivered a full UX redesign rooted in natural, minimal design
  • Elevated brand perception with updated visuals and messaging
  • Improved performance and reduced friction on mobile and desktop
  • Modernized layout while keeping content warm and human

Business Impact

  • Strengthened online store to better match in-person experience
  • Increased shopper engagement and brand trust
  • Created a digital foundation for future product launches and campaigns
  • Supported long-term growth with performance-focused improvements

Cross-Platform Excellence

Our design adapts seamlessly across all devices, providing a consistent and optimized user experience from desktop to mobile.

iPad Mockup

Desktop Experience

Full-featured interface with comprehensive navigation and advanced functionality

mobile Mockup

Mobile

Touch-friendly interface

iPad Mockup

Ipad

Perfect for productivity

99

Desktop Comptability

All major Browsers

95

Mobile Performance

Lighthouse

100

Responsive Design

All screen sizes

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