Fender.com Redesign
Project Background
Fender was overdue for a digital transformation. A migration from Salesforce to Shopify created the opportunity to do more than swap platforms — it was a chance to modernize the entire shopping experience, build a flexible foundation for merchandising, and bring Fender's digital presence in line with the quality of the products it sells.
As one of two Lead Product Designers, I owned UX research, core page design across Navigation, Search, PDP, and PIM Imagery, and applied Baymard best practices throughout to sharpen usability and drive conversions. I worked closely with engineering and product to keep decisions grounded in feasibility without compromising the experience.
The result was a modular, scalable design system that supports Fender's full product range and sets a foundation for other brands under the umbrella. Within the first three months of launch, users who purchased from the PDP increased by 3.2%, with higher engagement across the PDP and navigation.
