What was the project scope?

Complete Shopify website redesign and development, custom e-commerce experience, brand and in-store experience translation, improved product discovery and collection structure, custom product and collection templates, refined site structure and navigation, elevated visual storytelling, and conversion-focused shopping experience.

What was the discovery and brand immersion approach?

I began by understanding what makes Carter's distinctive beyond its products—from its Southern roots and personalized service to the character of its award-winning retail interior. This helped establish a digital direction that felt authentic to the brand rather than like a traditional jewelry e-commerce template.

How was the store experience translated digitally?

The physical Carter's space is a major part of the brand experience, so I used its interiors, wallpapers, colors, textures, and personality as inspiration throughout the website. The goal was to create a digital extension of the store that felt equally considered, memorable, and distinctly Carter's.

What was the visual direction and storytelling strategy?

I developed a more editorial visual system that allows brand imagery, jewelry, and storytelling to work together. Thoughtful typography, imagery, layouts, and unexpected details bring personality into the experience while maintaining the elevated feel expected from a fine jewelry brand.

How was site structure and product discovery improved?

I reorganized the site architecture and shopping experience to make it easier for customers to explore jewelry by category, collection, and intent. Clearer pathways help users move naturally between discovering the brand, browsing pieces, and ultimately shopping.

What was the e-commerce experience redesign?

I redesigned key collection and product experiences to give the jewelry greater visual emphasis while making important product information easy to understand. The experience balances high-end presentation with the usability needed to support online purchasing.

How was the custom Shopify development implemented?

I developed the redesigned experience in Shopify with flexible, reusable sections that allow the Carter's team to manage content, merchandising, imagery, and featured collections without sacrificing the custom nature of the design.

How was the design balanced for brand and sales?

Throughout the project, I balanced creative expression with e-commerce strategy. The goal wasn't simply to create a more beautiful website, but to use design to better showcase the jewelry, encourage exploration, build confidence in the brand, and create clearer paths toward purchase.

Winfield's | Faith Ong Design

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Winfield's

Design + Development + e-commerce

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Project Overview

Winfield’s Chocolate Bar is a Houston-based chocolate company known for its handcrafted confections, local roots, and thoughtful approach to gifting. The project involved a complete redesign and redevelopment of their digital presence, with a focus on creating a more cohesive e-commerce experience and supporting the brand’s growing emphasis on online gifting.

Previously, Winfield’s operated across two separate websites: a custom-built website hosted through Cloudflare and a separate Shopify storefront used for online purchases. This created a disconnected customer journey, requiring users to move between sites to explore the brand and shop its products. I consolidated and migrated the experience into a single Shopify website, creating clearer navigation and a more seamless path from discovery to purchase while also bringing the brand’s content and commerce together under one domain for a stronger SEO foundation.

Project Highlights

COMPLETE SHOPIFY WEBSITE REDESIGN & DEVELOPMENT
WEBSITE & E-COMMERCE PLATFORM CONSOLIDATION
CLOUDFLARE TO SHOPIFY CONTENT MIGRATION
REFINED SITE STRUCTURE & USER NAVIGATION
GIFTING-FOCUSED E-COMMERCE EXPERIENCE
CUSTOM PRODUCT & COLLECTION TEMPLATES
IMPROVED PRODUCT DISCOVERY & MERCHANDISING
CUSTOM VISUAL ASSETS & ART DIRECTION
UNIFIED SEO & ANALYTICS FOUNDATION
CONVERSION-FOCUSED SHOPPING EXPERIENCE

My Approach

PLATFORM CONSOLIDATION & MIGRATION — Winfield’s previously operated across two separate experiences: a custom brand website hosted through Cloudflare and a Shopify storefront used specifically for e-commerce. I consolidated the two into one Shopify website, bringing brand content, store information, gifting, and online shopping together under a single platform and domain.
SITE STRUCTURE & USER JOURNEY — With the previous setup, customers could move between two different websites depending on what they were looking for. I rethought the site architecture and developed a more intentional mega menu strategy to organize Winfield’s growing product, gifting, corporate, location, and brand content. Clearer categories and visual navigation create more intuitive pathways between discovering the brand, browsing products, shopping by gifting need, finding store information, and ultimately making a purchase—all within one cohesive experience.
GIFTING-FOCUSED E-COMMERCE STRATEGY — With gifting becoming a larger focus for the business, I designed the new experience to make gifting more prominent and easier to navigate. Products, collections, and content were organized around different shopping intents, creating clearer entry points for everyday purchases, special occasions, and corporate gifting.
VISUAL DIRECTION & BRAND PERSONALITY — I developed a colorful, playful visual system that brought more of Winfield’s personality into the digital experience. Bold typography, rich brand colors, product photography, custom illustrations, and playful details help the site feel handcrafted and distinctly Winfield’s while still maintaining a polished e-commerce experience.
PRODUCT DISCOVERY & MERCHANDISING — I redesigned product and collection experiences to make Winfield’s assortment easier to browse, understand, and shop. Clearer product organization, stronger imagery, featured collections, and intentional merchandising sections help customers discover products naturally rather than relying on them to already know exactly what they’re looking for.
CUSTOM SHOPIFY DEVELOPMENT — I developed the new experience directly in Shopify with flexible, reusable sections that allow the Winfield’s team to manage products, collections, promotions, imagery, gifting content, and brand storytelling from one place. This eliminated the need to maintain separate platforms while giving the team more control over the site moving forward.
SEO & DIGITAL FOUNDATION — Consolidating the brand and e-commerce experiences also created a stronger foundation for search. Rather than splitting content and customer traffic between separate websites, the new structure brings Winfield’s products, locations, gifting content, and brand story together under one domain, creating a more cohesive foundation for SEO, analytics, and future content growth.
DESIGNING FOR BRAND & SALES — Throughout the project, I balanced brand expression with e-commerce strategy. The goal wasn’t simply to combine two websites or create a more visually engaging storefront, but to build a clearer digital ecosystem that reduces friction, strengthens the Winfield’s brand, encourages product discovery, and creates more natural paths toward purchase.

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