Little Bipsy
E-Commerce Redesign
A mobile-first redesign, built on a foundational brand refresh, that more than doubled conversion rate and redefined the customer experience.
ROLE
Lead UX/UI Designer
SCOPE
UX/UI • Branding • CRO • SEO
TOOLS
Shopify, Adobe After Effects, Adobe Photoshop, Lucky Orange, Miro
OverviewA mobile-first redesign, built on a foundational brand refresh, that more than doubled conversion rate and redefined the customer experience.
Little Bipsy is a children’s apparel brand with a strong product and cult following, but an e-commerce experience that had not evolved alongside the brand.
Prior to the redesign, I led a brand discovery process and helped define an updated visual and strategic identity. This work established a clearer foundation for how the brand should be expressed across digital touchpoints.
Building on that foundation, I led a full redesign of the Shopify storefront, focusing on mobile-first UX, brand elevation, and conversion optimization.
The new experience delivered measurable impact, including a 2x+ increase in conversion rate, higher average order value, and significant improvements in engagement, revenue per visitor, and organic performance.
Little Bipsy’s Previous E-Commerce Experience
ChallengeLittle Bipsy’s existing e-commerce experience was built on a standard Shopify template and had evolved without a strong UX or conversion strategy.
While functional, the site no longer reflected the quality of the product or supported a seamless customer journey, particularly on mobile where the majority of traffic originated.
Key challenges included:
Lack of visual hierarchy and inconsistent brand expression
Friction in navigation, product discovery, and mobile usability
Cluttered product pages that made decision-making difficult
Absence of trust signals such as customer reviews
Limited opportunities for cross-sell and product discovery
Underutilized SEO and content strategy
Accessibility gaps impacting usability across devices
As the brand scaled, the website needed to transition from a basic storefront into a more refined, conversion-driven experience.
Approach01 Mobile-First Strategy
After analyzing site performance, I identified that approximately 98% of traffic came from mobile devices. This insight directly informed a mobile-first design approach, prioritizing simplified navigation, optimized layouts, and seamless interactions.
02 Behavior-Driven Optimization
Using heatmaps, session data, and A/B testing, I identified key friction points across the user journey. I iteratively refined layouts, messaging, and calls to action based on real user behavior and performance insights.
03 SEO + Discoverability
I partnered closely with the marketing team to improve collection structure, product tagging, metadata, and structured data, enhancing discoverability across search, AI-driven platforms, and on-site navigation.
SolutionThe redesigned experience focused on clarity, hierarchy, and engagement across both browsing and purchasing journeys.
02 Product Detail Page
Simplified image galleries to reduce visual clutter and highlight key product details
Streamlined variant selection with a more mobile-friendly interface
Clarified primary calls to action to eliminate competing user decisions
Introduced customer reviews and ratings to build trust and credibility
Added product recommendations to support cross-sell and increase basket size
Enhanced product descriptions with structured, scannable, and SEO-optimized content
Implemented fit guides and sizing clarity to reduce purchase hesitation
Improved accessibility and usability across devices
01 Homepage & Browsing Experience
Introduced a clearer visual hierarchy with refined typography and more intentional content structure
Simplified hero sections with stronger messaging and clearer calls to action
Added lifestyle imagery and video to create a more dynamic, scroll-driven experience
Established clear category pathways to guide navigation
Improved product grid spacing and layout for better scannability on mobile
Integrated product carousels and featured collections to increase discovery and AOV
Introduced brand storytelling to build trust and emotional connection
03 Conversion & Engagement Enhancements
Incorporated carousels , subtle motion and video to encourage deeper engagement
Strengthened internal linking and product pathways to increase session depth
Improved overall consistency of the design system to elevate brand perception
ImpactThe redesigned experience delivered measurable improvements across key performance metrics, reflecting a more intuitive, conversion-focused user journey.
+152%
Mobile Conversion Increase
$84.28 → $103.06
Average Order Value
+104%
Revenue per Visitor (YoY)
86% → 72%
Cart Abandonment
+184.9%
Organic Revenue Growth
62 sec → 160 sec
Average Session Duration
From the Team“I had the pleasure of working with Jamie and having her as my manager during my time as a junior designer at Little Bipsy.
Jamie led our team with strategy, empathy, and clear communication. When our team went through periods of quick turnaround deadlines and conflicting feedback from leadership, Jamie was always able to be the lighthouse to our ship and help guide us through difficult situations.
Jamie also possesses amazing skills in UX and UI design. During our website redesign, she single-handedly led the user experience design portion of the website with ease while simultaneously leading the UI portion of the design process, making sure to not sacrifice any design elements that are vital for a successful e-commerce business. She helped us to make a clear, beautiful, and user-friendly website for our company.
Additionally, I enjoyed working with Jamie because she truly is a team player. As my boss, she always encouraged me to continue learning new skills and gave me opportunities to do the type of work I enjoyed most. In addition, she helped to push me out of my comfort zone so I could strengthen my other skills to become a well-rounded designer… And my type skills are better for it! ”
Katie Werner
UX/UI Designer, Old Navy