InkAddict

InkAddict wanted to launch new apparel collections that felt more connected to their audience. Their customers aren’t just buying shirts; they’re buying into a lifestyle, a mindset, a story. Originally, the plan was to build dedicated landing pages for each collection. But we quickly learned that these pages were not converting. They looked great but did not help users get to the product quickly enough.

I led the redesign of these collection pages with a clear goal: blend story and shopping. Each page opened with bold visuals and copy that introduced the collection, then transitioned directly into a product grid. This format kept the brand’s identity front and center while giving users a much faster path to explore and purchase.

While we did not have full analytics reporting available, internal feedback showed that these new pages performed better than the original landing pages. They are now used as the go-to format for future InkAddict collection launches.