Dame Products

Over the span of nearly 4 years, I optimized Dame’s web presence. I designed and developed for their store and blog, as well as one-off campaign landing pages, including Approved, Not Approved.

My Role

UX/UI Design

Front-End Development


Shopify, Sketch, Figma, Adobe Creative Suite, HTML/CSS, Javascript, Liquid

Last Updated: April 2022

Due to the store’s adult nature, we could not run Facebook and Instagram ads. Improving our CVR was crucial to maximizing revenue from the traffic we could get.

Starting mid-November 2019, I began implementing an ongoing series of conversion improvements. As a result, Dame’s 2020 CVR improved 73% year over year. 

At Dame, I overhauled the design of critical touchpoints, including the PDP, PLP, cart flow, navigation, and general mobile experience using best practices to ensure an easy shopper journey to checkout.

In October 2021, I redesigned and coded the entirety of Dame’s blog in just five weeks. The accelerated timeline was due to their upcoming MTA ad campaign. The side brand of “Swell” transformed into Dame.com, a cohesive brand launchpad. The redesign emphasized our products alongside sexual wellness content to establish Dame as a thought leader in their field.

In the 2.5 months following the redesign, e-commerce revenue attributed to our blog nearly matched the amount made throughout the entirety of 2020.

Data plays a huge role in my designs. I ran A/B tests and analyzed heatmap data, conducted analyses of competitor and top-performing DTC websites, and created interactive dashboards to measure and track success consistently.

PDP Before + After

PDP Before + After


Cart Drawer


Mobile Nav Before + After