Aurora Outfitters · 2025
Most redesigns move buttons around. We start with the checkout, because that's where the money either gets made or gets lost. Slow load times, confusing mobile flows, and brand-off packaging pages all cost more than they look like they cost. We fix the path from browse to buy first, then make it look like the brand behind it.
Engagement
Aurora had steady traffic and a loyal base, but mobile shoppers kept quitting at checkout. Product pages crawled on anything slower than office wifi, and a five-step checkout asked for too much before it gave anything back. The drop-off was right there in the analytics. The trouble was that every fix on the table risked sanding down a brand built on rugged, high-contrast personality.
We audited the funnel before touching the design, tracking exactly where people dropped and on which devices. Two culprits stood out: product-page load time, and a checkout that demanded an account before it would show a shipping cost.
Then we rebuilt the storefront on Shopify against a strict performance budget. Every image, script, and third-party app had to earn its place. We collapsed checkout into a mobile-first, guest-first flow that shows cost and delivery date up front.
The brand work was about removing, not adding. We kept the grit and the contrast and cut the decorative weight that was quietly costing seconds.
“They treated our checkout like the product it actually is. Same brand, half the friction, and for once I trusted the numbers I was making decisions on.”
Thirty minutes, no deck, no pressure. Just a straight conversation about what's working and what isn't.
Meridian Health — Patient Portal
A tool nobody wants to open twice isn't a tool, it's a chore. We build patient portals, dashboards, and internal systems around the two or three actions people actually need, and we bury everything else. Plain language, obvious navigation, and interfaces that don't punish someone for having a bad day.