Darkest Fox is a luxury lingerie and lifestyle brand based in New York, known for its bold, editorial aesthetic and curated high-end collections. With a visually-driven identity and performance-conscious user base, the brand needed backend upgrades and interactive elements that didn’t sacrifice elegance for gimmicks.
I was brought in to revamp key user-facing components, boost performance, and introduce interactive features that helped drive newsletter signups and engagement — without disrupting the brand’s design ethos.
Objectives
- Redesign and rebuild the homepage and mega-menu navigation
- Add interactive, gamified newsletter functionality (spin-to-win style wheel)
- Improve overall Shopify theme performance and load speed
- Optimize image assets for faster page rendering
- Ensure all enhancements matched the brand’s bold and minimal style
Approach
The project began with a full redevelopment of the mega-menu — replacing the existing dropdown structure with a cleaner, more structured layout that better showcased categories and featured collections.
For newsletter capture, I implemented a custom spin-the-wheel gamification feature, encouraging user engagement through playful interactivity without compromising the brand’s upscale tone. The wheel allowed users to “spin” for a discount in exchange for their email, dramatically improving email capture rates.
Additionally, I optimized site performance by compressing and resizing image assets, reducing unnecessary JavaScript, and refining the Liquid logic in the theme for better speed and scalability.
Results
- Redeveloped mega-menu and homepage for better usability and structure
- Introduced interactive gamified newsletter capture, increasing signup engagement
- Achieved a 35% increase in website speed, with smoother load times across mobile and desktop
- Improved asset handling and reduced frontend bloat
- Delivered clean, on-brand frontend improvements that didn’t compromise visual quality
Darkest Fox now delivers a sleek, performance-optimized shopping experience with interactive elements that elevate engagement — all while staying true to its signature visual tone.