The Dressage Diva is an Australian equestrian eCommerce brand selling riding apparel, accessories, and horse-related products. I redesigned the website experience to make the store clearer, more reliable, and easier to shop.

The previous website had broken eCommerce functionality, weak visuals, and a poor browsing experience. The redesign focused on improving product discovery, visual trust, navigation, and the overall shopping flow.

The site was restructured around the way customers actually shop: by product type, brand confidence, new arrivals, bestsellers, and clear paths into the store. Instead of making users search through a weak layout, the redesign gave them stronger entry points and clearer product sections.

The design needed to feel more polished, feminine, and retail-ready without becoming overly decorative.

I improved the use of imagery, spacing, typography, product cards, and section hierarchy so the store felt more intentional and easier to scan.

The homepage opens with a full-bleed hero of a rider and horse, then flows into a welcome introduction, shop-by-category tiles for Rider, Rider Accessories, Horse, and Brushing Boots, a New Arrivals row, a Why Choose Us trust bar, Shop the Essentials, a customer testimonial, the latest blog posts, and an Instagram feed.

The redesign gave the brand a cleaner eCommerce presence and a more usable shopping experience. It moved the site away from a broken, visually weak store toward a more polished retail experience customers could browse and trust.

This project was about fixing the shopping experience without overcomplicating the brand.

The main work was making the website feel clear, functional, and visually credible, so customers could focus on the products instead of fighting the site.