I led the design and evolution of Livestock’s e-commerce experience across every major customer touchpoint, helping shape a more cohesive, intuitive, and performance-driven shopping experience for one of Canada’s leading sneaker and streetwear retailers. The work included a large-scale refresh of the homepage, product listing pages (PLP), product detail pages (PDP), basket and checkout flows, as well as key brand and utility experiences like the sneaker release calendar. Each surface was approached as part of a unified system—balancing brand expression, usability, and conversion best practices. Alongside design execution, I helped drive persona development, user testing, and ongoing A/B experimentation, using qualitative and quantitative insights to validate decisions, refine flows, and continuously improve performance across the site. The focus was on improving product discovery, clarifying information hierarchy, and reducing friction in high-intent moments, particularly around high-demand product launches and drops.