The brief called for a digital experience that balanced emotional resonance with retail clarity. While the existing site had strong brand equity, it lacked the technical flexibility and customer guidance needed to support growth. The team at I Love Linen had clear goals: improve conversion rates, enable cross-category shopping, and create guided pathways that simplify decision-making for a range of customer types — from style-driven browsers to research-heavy buyers. The redesign also had to consider performance and scalability. Key constraints included avoiding an overcomplicated tech stack, maintaining fast load times, and ensuring a sustainable design system that could scale without becoming unwieldy. Above all, the site needed to feel like a natural extension of the brand: calm, confident, and intuitively designed for mobile-first shopping.