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.



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 The original site felt outdated, slow, and lacked the design polish needed to match the ethos of the products.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.
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 Development Process




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.

Desktop Experience
Full-featured interface with comprehensive navigation and advanced functionality

Mobile
Touch-friendly interface

Ipad
Perfect for productivity
99
Desktop Comptability
All major Browsers
95
Mobile Performance
Lighthouse
100
Responsive Design
All screen sizes
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