Partnering with the LiveArea CX team to undertake a comprehensive redesign of Ascena Retail Group's LOFT brand website. My objective was twofold: to infuse fresh, innovative design elements while seamlessly integrating them into the robust Salesforce backend engine. The journey began with UX wireframing, laying the foundation for a user-centric experience. With a thorough understanding of LOFT's brand essence, we transitioned to the Visual Design phase. Through collaborative efforts, iterative feedback, and a shared vision, I crafted a website that marries elegance with usability. The result? A revitalized digital space, poised for their 2022 relaunch, that promises an intuitive browsing and shopping experience for its users.