Marie Birdie

Golf Apparel
West Palm Beach, Florida
Industry
Golf Apparel
Year
2025
Services
UX/UI Design & Research, User Flow Optimization, Prototyping & Visual Design

Project Context

Marie Birdie, a fashion brand known for its colorful and playful golf apparel, needed a website redesign that truly reflected its vibrant identity and delivered a seamless shopping experience for women and girls.

Objective

The previous website lacked brand expression and had usability issues — particularly unclear sizing information and a flat, outdated visual design that didn’t convey the modern and joyful spirit of Marie Birdie.

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Problem

The previous website lacked brand expression and had usability issues — particularly unclear sizing information and a flat, outdated visual design that didn’t convey the modern and joyful spirit of Marie Birdie.

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Solution

We redesigned the e-commerce platform with a fresh, brand-aligned interface, dynamic visuals, and an optimized user flow. The new design enhanced clarity, reduced returns, and captured Marie Birdie’s joyful, out-of-the-ordinary character.

Testimonials

"Working on the blog and newsletter redesign was an amazing experience. The new blog now reflects the vibrant spirit of Marie Birdie and makes it easier for our community to explore inspiring stories. The newsletter has become a powerful way to connect with our customers, keeping them engaged while truly representing who we are as a brand."

Hannah
Founder of Marie Birdie

"Working on the blog and newsletter redesign was an amazing experience. The new blog now reflects the vibrant spirit of Marie Birdie and makes it easier for our community to explore inspiring stories. The newsletter has become a powerful way to connect with our customers, keeping them engaged while truly representing who we are as a brand."

Hannah
Founder of Marie Birdie

Design & Develeopment Process

Research & Analysis

Briefing

Competitors Analysis

UX Analysis

Definition of User Persona

Wireframing & Testing

Userflow & Sitemap

Lo-Fi & Hi-Fi Wireframes

Clickable Prototype

Usability Testing

High Fidelity & Hand-Off

Branding

UI & UI-Kit

Responsive Design

High Fidelity Prototype

Usability Testing

Hand-off to Development

Development & Launch

CMS implementation (WordPress-Elementor / Shopify / Webflow)

CMS Configuration

Responsive Optimization

SEO Improvements (optimized content & images)

Final Testing & QA

Final Project Deployment

Design Process

Research & Analysis

Briefing

Competitors Analysis

UX Analysis

Definition of User Persona

Wireframing & Testing

Userflow & Sitemap

Lo-Fi & Hi-Fi Wireframes

Clickable Prototype

Usability Testing

High Fidelity & Hand-Off

Branding

UI & UI-Kit

Responsive Design

High Fidelity Prototype

Usability Testing

Hand-off to Development

Color Palette

Typography

Brand Identity

User Persona

Age:
Location:
Marital Status:
Role:

Current Situation

Motivations

Frustrations

Goals & Objectives

Logo

Before
After

Lo-Fi Wireframes

Previous Design

The previous website design lacked a cohesive visual identity and clear hierarchy, mixing pastel tones and muted colors with inconsistent layouts. Content blocks felt disconnected, and key brand elements were overshadowed by generic imagery. Navigation between pages like collections, blog, and about sections was functional but not visually engaging, limiting user retention and emotional connection with the brand.

The Revamped Experience

The redesign introduced a bold, colorful, and joyful aesthetic that better reflects the brand’s personality. Dynamic layouts, vibrant backgrounds, and lifestyle photography create an energetic shopping experience. The collections, product pages, and blog now share a unified structure, improved readability, and stronger visual hierarchy. Overall, the new design feels modern, cohesive, and aligned with Marie Birdie’s playful yet premium identity.

The Mobile Revamped Experience

Click Here to View High Fidelity Prototype on Figma
Check Out the Website
Key Features & 
Improvements Implemented

The redesign of Marie Birdie created a vibrant, user-friendly shopping experience that reflects the brand’s playful identity. With an improved size guide, enhanced visual design, and a more intuitive interface, the new site reduces returns, strengthens user connection, and boosts conversions. Key features include:

Reduction in Returns

Thanks to the improvement in the size guide, returns due to incorrect garment selection were reduced.

Greater Connection with the User

The new design reflects the brand’s identity and creates a more immersive shopping experience.

Increase in Conversions

With a more intuitive and attractive interface, the conversion rate and customer loyalty were improved.

Creating an Intuitive and Efficient Digital Experience

The Redesign Process

We restructured the online store with improved navigation, optimized visuals, and refined product organization to enhance usability and performance. The result is a platform that’s vibrant, efficient, and aligned with Marie Birdie’s joyful brand identity.

User Flows

A simplified shopping flow guides users smoothly from browsing to checkout. Clear categories, filters, and size recommendations make the buying process intuitive and confidence-boosting, helping customers find what they need with ease.

Visual Design

A bold, colorful interface with dynamic photography and playful layouts captures Marie Birdie’s fun, empowering spirit. The updated visual identity creates an engaging and inspiring shopping experience that celebrates individuality and style.

Conclusion

The blog redesign and newsletter creation elevated Marie Birdie’s digital presence, delivering a modern, user-friendly, and SEO-optimized platform that strengthens brand visibility, builds community engagement, and supports long-term growth.