HOKA
At HOKA, I lead the evolution of the North America eCommerce experience, reimagining the site through both a creative and user-focused lens. The work goes beyond visual design to examine the full customer journey, from navigation and content hierarchy to UI components, product education, and conversion moments. By evaluating how each piece of the experience works together, I help create a more elevated, intuitive, and cohesive digital experience that feels distinctly HOKA while making it easier for customers to discover, understand, and choose the right product.
A major part of the redesign is rethinking how we educate consumers about the product. With a broad range of footwear designed for different terrains, activities, and needs, I focus on creating intuitive design systems and experiences that make those differences easy to understand. From product comparison and interactive UI to visual storytelling and content hierarchy, the goal is to turn product technology and performance benefits into clear, engaging experiences that help consumers confidently find the right HOKA for them.
