Aston & West

The Challenge

The original site was a WordPress affiliate catalog. It had plenty of products but little point of view, and the shopping experience didn’t feel like the designer brands it featured.

The Solution

I rebuilt Aston & West as an editorial storefront: room edits and collections with editorial heroes, product pages with a clear call to action and honest retailer disclosure, and Saved Edit, a private shortlist for planning a room.

Responsibilities

Editorial first, catalog second.

• Brand and editorial direction
• Storefront UX and UI
• Product page conversion design
• Saved Edit shortlist
• Design QA
• Next.js and Sanity build

The Outcome

The new storefront is live on Next.js and Sanity, with seasonal edits managed in the CMS.

From catalog to editorial

I studied how leading designer storefronts present a point of view, then rebuilt the site around room edits and collections with editorial heroes. Seasonal edits are managed in the CMS, so the storefront can change with the season without a code change.

Product pages that earn the click

• A clear call-to-action hierarchy, with a two-line retailer and affiliate disclosure people can actually read.
• Room-aware recommendations, such as “More for the bedroom,” instead of generic related products.
• Every published product must use a verified affiliate link.

Saved Edit

Shoppers can build multiple named lists, reorder them by dragging and group them by room. Lists stay on the device for privacy. Accounts and price alerts were deliberately deferred, because adding them would have meant rewriting that privacy promise.

Design QA

Every change was checked with before-and-after screenshots at phone and desktop sizes. One P1 fix restored the edge-to-edge crop of the bedroom hero.