Improving MITA's Shopping Journey
MITA is an e-commerce brand focused on stylish, sustainable eyewear. I led a complete website redesign to improve conversion, engagement, and product discovery.
I redesigned the site experience to feel clearer, more modern, and easier for both new and returning customers to shop their eyewear with confidence.
I started by reviewing the existing website through a UX audit, focusing on how users navigated the site, discovered products, and moved toward checkout.
I restructured the information architecture and redesigned the interface with clearer visuals. Throughout the process, I stayed aligned with MITA’s brand by using a restrained color palette and clean layouts, while working within a two-week timeline that covered both design and Framer development.
Clearer navigation and hierarchy are projected to increase product discovery and task success by 30–40%, while streamlined flows and stronger CTAs could reduce user friction by 25%.
Mobile optimization is expected to improve engagement and checkout completion by 20–30%, supporting higher overall conversion across both new and returning users.