![Sun_Landing_DZ8V9905_2000.jpg](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1583281789012-F6VWRE9F41KJP5OMW99T/Sun_Landing_DZ8V9905_2000.jpg)
ICU Eyewear
UX Design / Photography
![ICU EYEWEAR: UX DESIGN / PHOTOGRAPHY](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1580171402993-6D1T475O41OYV9BCCR03/icu_sunglass_hero.jpg)
ICU EYEWEAR: UX DESIGN / PHOTOGRAPHY
ICU Eyewear, a leader in reading eyewear and sunglasses, asked for a total redesign of their website based on my research that confirmed they needed a more shoppable and contemporary site.
![After understanding different target user needs, I created a clear information architecture for the site and ensured category names and labels were understandable and the structure intuitive.](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1580171469428-SR0IRGSW55Y3TEQBRUI6/ICU_Eyewear_Showcase_2048x1536_update_2019-09-20a.jpg)
After understanding different target user needs, I created a clear information architecture for the site and ensured category names and labels were understandable and the structure intuitive.
![I also mapped out various customer journeys with the goal of short, simple user flows that also provided the necessary information for a purchase decision.](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1592349216638-7A5RCY92COCHN3XTCLPX/info_arch_all.jpg)
I also mapped out various customer journeys with the goal of short, simple user flows that also provided the necessary information for a purchase decision.
![I styled and shot all product photography for the collection thumbnails on the homepage and collection page headers.](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1592418166304-L2CYTMCQHLJBXHKBA3LB/icu_user_flow_animation.gif)
I styled and shot all product photography for the collection thumbnails on the homepage and collection page headers.
![Credits: Jocelyn Chang (UX Design, Photography), Stefan Grigg (Visual Design), Dennis Crowe (Creative Direction).](https://images.squarespace-cdn.com/content/v1/5e07c549b332e25b0c9da97a/1592414599015-1YIEM2T13A0J46YI423G/Landing_Animation_2000x800_1point5sec.gif)