Cougar Shoes USA

From design and backend configuration to merchandising and ongoing optimization, I own the end-to-end lifecycle of the digital storefront.

I led the end-to-end design and development for the Cougar Shoes USA website revamp, transforming the digital storefront to resonate with a warm, family-friendly audience. Beyond elevating the brand's personality, I managed the entire backend configuration, product catalog setup, and strategic digital merchandising to optimize the customer journey. Following the successful launch, I continue to own ongoing site maintenance and iterative performance updates to ensure a seamless shopping experience.

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Contribution

UX/UI Design

Visual Identity / Design System

Shopify Development

Digital Merchandising

Catalog Configuration

AI Scaling

Creative Direction

Photo Editing

Copywriting

CRO Optimization

& More

Tools

Shopify Plus

Adobe Creative Suite

Diverse AI Models

Visual Next ERP

Klaviyo

Gorgias

& Shopify Apps

Year

2024 - Today

Creative Direction & Visual Continuity

I conceptualized seasonal campaign shoots and developed a tonal color story anchored by the brand's "Classic Grey"; then successfully translated this narrative into the website’s UI, evolving the palette across seasons to keep the digital storefront fresh yet cohesive.

PDP Optimization

  • Sticky Above-the-Fold Buy Box: Clustered price, swatches, and CTA to streamline the path to purchase.
  • Icon-Led Performance Badging: Translated complex technical footwear specs into clean, highly scannable visual markers.
  • Friction-Reduction Triggers: Placed alternative payments (Sezzle) and size charts at critical hesitation points.
  • High-Contrast CRO Elements: Used low-inventory scarcity micro-copy and bold promo badging to accelerate conversions.
  • Collapsible Data Architecture: Organised deep-dive specs into clean accordion tabs to prevent cognitive overload.

Navigation & Header Architecture

  • Heritage & Authority Badging: Integrated a custom "Since 1948" stamp into the header to instantly establish long-term brand credibility.
  • Value-Driven Mega-Menu: Anchored the navigation layout with the brand’s core promise, "Always Waterproof. Always Reliable."
  • Intent-Based Filtering: Structured dropdown menus to let users shop directly by technical specs (e.g., "Shop by Temperature Rating") or curated styles.

Strategic Catalog Filtering & Grid UX

  • Intent-Driven Sidebar: Integrated a technical navigation layout prioritized around footwear utility rather than just generic aesthetic browsing.
  • Footwear-Specific Taxonomy: Introduced specialized filters like Closure Type (Toggle, Zipper, Lace-up) to let users rapidly narrow down structural preferences.
  • Inline Variant Swatches: Integrated visual color swatches directly beneath each product card to preview availability without leaving the grid.
  • High-Contrast Promo Badging: Paired minimalist "SALE" tags with immediate strikethrough pricing to instantly communicate product value.

Acquisition Strategy

  • Preference-Driven Segmentation: Captured critical demographic data at sign-up via custom Klaviyo forms to fuel data-backed merchandising and highly targeted marketing flows.
  • Off-Season Lead Optimization: Repositioned the registration forms above the fold during sales off-seasons, turning a naturally slower traffic period into a high-converting subscriber acquisition engine paired with a promotional incentive.

AI-Driven Asset Scaling

Utilized diverse AI tools to adapt and expand core campaign assets, efficiently producing high-quality, holiday-themed visual content that maintained brand consistency while meeting tight seasonal deadlines