E-Commerce

Pretty Latitude

As a Lead UX/UI Designer with a background in fashion design from the Savannah College of Art and Design, I combined my experience working at Nike HQ and Zulily with my design skills to create Pretty Latitude, a Shopify-based ecommerce project. I built this initiative to diversify my portfolio and demonstrate my ability to design for ecommerce—taking the project from concept through launch while showcasing modern UX/UI practices and brand-focused design skills.

Pretty Latitude highlights my ability to integrate AI into the ecommerce process—from creating AI-driven product visuals and videos to showcasing products on AI models. I explored multiple platforms including Etsy, Amazon, eBay, and Shopify to evaluate their strengths and weaknesses, while also experimenting with print-on-demand storefronts. This project allowed me to design a brand from scratch, build marketing campaigns, create collections, establish pricing and promos, and launch product samples—demonstrating how I take an idea to a finished product while applying UX leadership and the latest technologies to enhance both design and customer experience.

Branding

Pretty Latitude is a fashion private label that blends retro-inspired design with a modern, fresh perspective. The collections celebrate femininity, individuality, and timeless beauty, with classic styles reimagined to feel effortlessly chic and confident.

The brand was inspired by a dreamy picture of a retro kitchen in the sky, paired with a pink compass that resembled a clock—an image that sparked the name Pretty Latitude. From this came a color palette of soft sky blue, bold retro red, and classic white. Adobe Garamond’s cursive typeface adds a nostalgic touch, while the phrase “Made with Love” nods to Oscar de la Renta’s quote: “Design what you love.”

Inspiration comes from classic prints, museum visits, old paintings, and old photographs, with patterns enhanced with AI to bring a fresh perspective. The goal is always to create something pretty and timeless, brought to life through designs, labels, and packaging that complete the experience.

Building a Shopify Site

Shopify is one of the leading platforms for ecommerce, with seamless integrations that set it apart from alternatives like WordPress plugins. Building a store goes beyond design—it requires attention to usability, structure, and compliance.

Pretty Latitude began as a Bootstrap template before being redesigned in Shopify. Along the way, I gained hands-on experience with sales, metrics, payments, delivery options, international tax settings, vendor integrations, and order fulfillment.

I also created product collections, featured items, store news, promotions, and discounts—combining design with platform expertise to deliver a complete ecommerce experience.

From Inspiration to Reality

My design inspiration started with old photographs and classic prints, reimagined in a modern way. AI made the creative process even stronger—using MidJourney and Photoshop, I built custom models to explore new patterns and styles.

I then worked with a vendor offering high-quality prints and wholesale, learning to navigate vendors across different countries. By tracking which styles and colors people responded to most, I applied my UX skills to create designs that reflect what people love.

Collection

The Pretty Latitude collection began with simple mugs and tees and has since expanded to include sneakers, hoodies, sweatshirts, dresses, and more. Not every print or graphic translates seamlessly across styles, so experimenting—seeing what works, what doesn’t, and uncovering unexpected results—has been both fun and rewarding.