Redesigning the America Today webshop front-end based on in-store styling. Later the Magento webshop was transferred to Itonomy to refactor the Magento back-end and to migrate to a new ERP.

My job

I was involved in the project as project manager / UX designer as primary contact for our client. Work I’ve done for America Today includes:

  • Status quo webshops research
  • America Today digital brand experience
  • Workshop participant customer journey
  • Defining the site architecture
  • Writing functional requirements
  • Interaction design collaborator (Art Director was in lead)
  • Managing sprints, planning
  • Prototype testing
  • Software testing
  • User eXperience optimalisation
  • Mobile optimalisations project

The process

The process evolved over time and consisted of these highlights:

  • Functional analysis old webshop
  • Write functional design
  • Define online brand identity
  • Workshops customer journey & persona’s
  • Interaction design
  • Online styleguide creation
  • Visual design
  • UX optimalisations
  • Scrum sprint iterations
  • Testing & Site launch
  • Operational support
  • Strategic support
  • Additional projects

The result

America Today has a responsive design fitting their Identity. The AT content team has the freedom to change and edit content and products. The webshop allows America Today to sell thousands of orders a year. Conversion has increased significantly (14% increase, 2016-2017).


Launch Project

See it Live!