Mesa/Boogie, a legendary amplifier brand, needed a digital presence that matched the prestige of its products. Their legacy site was cluttered, outdated, and made product discovery and purchasing unnecessarily difficult. I led the end-to-end redesign of Mesa/Boogie’s eCommerce platform, balancing brand storytelling with modern UX flows to create an interactive, intuitive shopping experience.
The old platform buried products beneath competing homepage content, lacked clear calls to action, and offered confusing product listings with small imagery and poor structure. Product detail pages opened in pop-ups that limited SEO, restricted photography, and left users without a clear next step. As a result, the site diminished both usability and the brand’s premium identity.
I led the end-to-end redesign of Mesa/Boogie’s eCommerce platform, introducing a new visual language that reflected the real textures and craftsmanship of the brand.
I reimagined the homepage to serve as both a storytelling canvas and a commerce gateway. The new design highlighted Mesa/Boogie’s legacy through bold visuals and authentic textures while guiding users seamlessly toward featured products and categories.
I built a new About page that served as a robust brand storytelling hub. It introduced the company’s founder and design team, highlighted Mesa/Boogie’s history through a product timeline, provided a glimpse at what makes the products special, articulated the brand’s core values, and provided compelling “social proof” in the form of testimonials. The page combined narrative, imagery, and milestones to give customers a deeper sense of connection to the brand’s legacy and craftsmanship.
Streamlined navigation: I partnered with stakeholders to identify core product categories, then introduced an all-in-one mega menu that surfaced them clearly. This eliminated user guesswork and allowed customers to quickly explore the full product lineup.
Dynamic product discovery tools: I developed interactive features to make amplifier selection more approachable. The Easy Compare drawer enabled side-by-side model evaluation, while the Custom Design Gallery allowed users to preview finish and styling options, bringing the physical product experience into the digital space.
I shifted product detail pages away from restrictive pop-ups and toward full, SEO-friendly layouts. Large-scale imagery and simplified content presentation placed amplifiers at the center, while key product facts were highlighted.
I designed a browsable showcase of professional musicians who use Mesa/Boogie products, weaving in lifestyle photography and stories. This feature extended the brand experience beyond technical specifications, helping customers connect emotionally with the artists they admire.
The redesigned platform transformed Mesa/Boogie’s digital presence into an interactive, brand-forward eCommerce experience. Customers could now explore, compare, and personalize amplifiers with confidence, while the refreshed design elevated the brand’s heritage and strengthened its position as a leader in premium sound.