Web page visual design 

Good design in e-commerce presents both challenges and benefits that can significantly impact business's success. One of the main challenges is ensuring that the design is not only visually appealing but also user-friendly, as a complex layout can deter potential customers. Additionally, keeping up with design trends while maintaining brand identity can be a delicate balance. However, the benefits of good design far outweigh these challenges. An effective design can enhance user experience, build trust, and ultimately lead to increased conversion rates. When customers find it easy to navigate and engage with a well-designed e-commerce site, they are more likely to make purchases, repeat visits, and recommend the site to others. At American Girl, a premium was placed on a balance between elegance and innocence—usability and delight. Below is a selection of web pages that I've designed for e-commerce while at Mattel.