The Project — Redesign Tilley’s global homepage experience to create a clearer, more intentional customer journey. The new storefront introduced a stronger content hierarchy, improved product and category discovery, and a better balance between commercial priorities and brand storytelling across desktop and mobile. The framework was designed to evolve with seasonal campaigns, merchandising priorities, and customer behaviour.

My Role — I led the homepage experience strategy and execution, from evaluating the existing journey and defining the new content hierarchy to designing and implementing the experience across desktop and mobile. I developed the merchandising framework, campaign and category placements, and ongoing iterations, while also using AI-assisted content creation to expand seasonal storytelling and support homepage creative needs.

Collaboration — I partnered with the Creative Director and VP, Go-to-Market & eCommerce Strategy to align the redesigned experience with Tilley’s brand direction, seasonal priorities, and commercial objectives. I translated that direction into the homepage structure, visual hierarchy, merchandising journey, and final digital execution.

Results — The redesigned storefront reduced bounce rate by 25% YoY and increased conversion by 25% YoY, while establishing a scalable homepage framework for future seasonal campaigns and merchandising updates.