UX Writing Case Study

High-fidelity wireframe homepage design for ecommerce fashion website.

UX Writing and Design

My client, YoogisCloset.com was in the beginning stages of gathering data for a homepage redesign when they approached me for feedback on their commissioned UX review and preliminary UX design.

The objectives of a new homepage design from the client:

  • Widen the page while retaining fully Responsive Design
  • Do away with dated gradients of the current design. Replace with a simple design that highlights photography and merchandising opportunities
  • Top headline text will be editable in admin and rotate messages
  • Homepage should focus on our value proposition messaging and tell our clients a story – hero shot, why should you buy from us, why you should sell to us, curated products for more custom merchandising opportunity.
  • The homepage needs to include Social Proof. We want to rotate customer pics/testimonials with press clips. Also, include the latest Instagram posts.
  • Visually appealing design to use custom photography of our products


My client approached me with a rough wireframe of a new design and they wanted to see my take on the homepage. My goal was to go for a clean, modern look with a lot of room to merchandise the page for additional sales opportunities. Many design features I presented could be made updated in Magento CMS without the use of a developer or designer, so the page can be updated more often. My design is below.

Some things to note about this design:

  • I used the Google Font Open Sans, which loads quickly and looks more modern
  • The products in the “Why shop with Yoogi’s” section can be changed out regularly
  • I included a section for client testimonials for even more social proof
  • The merchandising blocks in the bottom section allow for more merchandising opportunities to appeal to more of our shoppers.


Homepage redesign for YoogisCloset.com