LOIT

Revamping LOIT’s Website for a Premium Online Shopping Experience

For the LOIT website revamp, my focus as a UX Designer was to maximize the value of LOIT’s editorial content—an asset the brand had already invested heavily in creating. The challenge wasn’t simply to add more content, but to place it strategically and reuse it across the site so it consistently reinforced LOIT’s identity as a premium fashion destination. My goal was to design an efficient way to showcase editorial features so they stayed visually engaging while also supporting conversion and brand awareness.

I started with stakeholder interviews to understand how different teams defined the value of editorial content—from marketing and operations to the business side. Then I mapped user journeys to identify moments where editorial could meaningfully enhance the shopping experience, rather than distracting from it. Based on those insights, I created wireframes that integrated editorial across product pages, blogs, and social touchpoints, designing smoother transitions between reading and shopping.

To validate and refine the approach, we ran A/B tests on content placement and layout patterns. The results helped us improve engagement with editorial modules while strengthening the overall site structure for brand consistency, ensuring LOIT’s content worked harder, appeared in the right moments, and contributed to a more premium end-to-end experience.