Simms Fishing
You get one life, fish it well. Working alongside the e-commerce and marketing teams, I lead a team of digital designers to create cohesive digital experiences across email, paid social and on-site pages.
Cross-Channel Campaigns
Digital Ads
Design Of Simms Blog: The Plug
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Design Sprint
I led a week long Design Sprint with a curated team of coworkers to jump-start the design of the blog.
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Prototyping & Testing
After creating a visually functional prototype, we conducted user testing to learn how we could improve the design.
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Design
The platform was designed with scale in mind and is based off of 3-5 robust page templates.
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Definitions
Custom design and custom development integrated this into our Shopify store, so each element was defined for dev.
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Tagging Structure
The logic of article filtering, categories, and placement are based off of a backend tagging structure.
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Branding
The Plug - Your source for keeping the stoke afloat. A name that references the crucial part of keeping your boat afloat and a steady stream of content.
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Onboarding & Launch Prep
The last step: making it live. After onboarding our Social/PR team and adjusting site navigation, this beast can finally breathe.
Contribution of packed out luggage photo for Summer 2026 catalog
Website
User research and testing inform what UX changes to make within our Shopify templates. This is both for targeted landing pages for specific campaigns and overall site experience.
