I worked as a freelance product designer with a direct-to-consumer tea brand to design an entirely new e-commerce web store. The brand needed a site that would clearly present its products and make it easy for customers to browse, learn, and make a purchase without confusion. I was responsible for the site’s UX architecture, product page layouts, and visual design system. I used competitive analysis and UX audits of similar DTC brands to guide structure and styling. The result was a clean, responsive site that helped users understand product details and move through checkout smoothly, supporting the brand’s launch goals.