Role
E-Commerce UX Designer | Editorial Layout Designer | Trend Report Creator
Year
2019
Applications
Adobe XD, PS, Google Analytic, Excel
Brief
W Concept USA is a multi-brand fashion platform featuring Korean and international contemporary labels. With an extensive SKU catalog and a global audience, it needed a UX that not only looked visually editorial but also converted. I joined the team during a period of rapid campaign turnover and led key initiatives that improved product storytelling, optimized conversion, and ultimately increased performance metrics.
Setting the Scene
The Challenge
Despite their curated selection of emerging and established designers, the digital platform faced three key challenges:
Trend pages were inconsistent
Product links were hard to find
Layouts weren’t optimized for SEO or performance
Internally, teams weren’t aligned:
Marketing prioritized visuals
Engineering flagged performance issues
There was no shared framework to bring everything together
What we needed was a system that supported both storytelling and structure—something flexible enough to handle campaign speed while still helping people navigate and shop effectively.
Framing the Opportunity
How might we… create an editorial UX layer that transforms seasonal campaigns into immersive, trend-driven stories—without compromising performance or conversion?
Design Approach
The Results
These design improvements helped bridge content, commerce, and culture—strengthening W Concept’s identity as a premium fashion platform.
+25% organic traffic driven by consistent seasonal editorial publishing using modular templates that supported SEO and cross-category storytelling
+15% user retention following improvements to product discovery, including enhanced filtering, visible CTAs, and optimized visuals across listing and detail pages
+18% increase in affiliate conversions through shoppable influencer carousels
Reflection
My work at W Concept taught me how to balance speed with structure in a fast-paced, multi-brand e-commerce environment. I had to design with flexibility—campaigns moved quickly, assets shifted often, and internal priorities didn’t always align. By building modular systems and collaborating closely with marketing, merchandising, and engineering, I learned how to turn creative chaos into consistent user experiences. Most importantly, I came to believe that great design is more than aesthetics—it’s about guiding users, driving behavior, and supporting business goals
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