OVERVIEW

Transforming a Static Catalog into a Million-Dollar+ Digital Storefront

TIMELINE:

Muli-Phase project

CONTRIBUTION

UX Strategy
Information Architecture (IA)
Development
UI Mentorship
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ORGANIZATION

Prism Music
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TECH STACK:

ExpressionEngine
AWS
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⚠️ Important: The visual design of this website does not represent my UI work. My contribution was entirely in UX.

The Challenge

Prism Music had a catalog of over 25,000 digital parts and a limited ability to sell online. They needed a robust e-commerce solution capable of handling SKU variations, dynamic pricing, secure downloads, and an intuitive shopping experience.

My Role

I led UX strategy, IA, and development. The client had a standing relationship with a graphic designer and asked me to guide in the principles of UI as this person had no background experience in web design or UI/UX. I was challenged with teaching principles of hierarchy, affordances, and consistency.

Process

Conducted stakeholder interviews and mapped user journeys.
Designed taxonomy, navigation, and checkout flows for 25,000+ SKUs.
Mentored designer on translating visuals into functional interfaces.
Built backend architecture in ExpressionEngine with AWS-protected downloads.
Tested and refined flows to reduce cart abandonment and friction.

The Solution

Delivered a fully functional digital storefront with secure downloads, complex SKU management, coupon integration, and a streamlined checkout process. Despite the complexity behind the scenes, the user experience remained simple and intuitive.

I built a self service account portal for clients to reference their historical data, downloads, and customer communication.

Impact

$1M+ in sales in first year after launch
25,000+ SKUs managed with dynamic pricing
Customer support requests requests reduced due to smoother self service

Conclusion

This project demonstrates my ability to make complexity invisible to users. It highlights my strength in bridging UX, development, and mentorship—ensuring both project success and team growth.