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Turning first-time users into active members
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Rich Gay Aunt, a Boston-based, Queer and Veteran-owned hair care brand, needed an e-commerce redesign that felt as bold, welcoming, and inclusive as the products they were creating. Their existing Shopify setup felt too rigid and templated, making it difficult to express the brand’s personality or create the custom shopping experience they wanted.
The challenge was to move beyond a standard template and create a fully custom e-commerce experience that better reflected Rich Gay Aunt’s values: genderless grooming, eco-conscious products, sensory-friendly design, and inclusivity within the hair care space. The site needed to feel expressive and memorable while still being easy to navigate, clear to shop, and optimized for customers browsing across devices.
Beyond the visual refresh, the redesign needed to support a smoother shopping journey. Product pages had to be easier to explore, the brand story needed to come through more clearly, and the overall experience needed to guide visitors from discovery to purchase with greater confidence. Every design decision — from typography and color to product storytelling, mobile layouts, and calls to action — was focused on creating a bold, custom e-commerce site that finally felt like Rich Gay Aunt.
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The Rich Gay Aunt redesign was created to feel bold, expressive, and unmistakably aligned with the brand’s inclusive personality. The goal was to move away from a templated ecommerce look and create a custom digital experience that felt more energetic, welcoming, and reflective of the brand’s genderless, eco-conscious, and sensory-friendly products.
The visual direction used stronger typography, playful layouts, confident color moments, and clearer product storytelling to bring more life into the shopping experience. Each section was designed to balance personality with usability — giving the brand room to stand out while still making it easy for visitors to explore products, understand their benefits, and move toward purchase.
By combining expressive design with a more structured ecommerce flow, the redesign helped Rich Gay Aunt feel more polished, memorable, and true to its mission of making grooming more inclusive.
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Rich Gay Aunt is a Boston-based, Queer and Veteran-owned hair care brand focused on making the grooming industry more inclusive. They came to me wanting a fresh e-commerce site that felt more like them. Shopify was too limiting—too templated and hard to customize—so I redesigned their site in Figma and built it in Webflow using Webflow’s e-commerce tools. The goal was to create a bold, welcoming site that stands out and truly reflects their values.
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Rich Gay Aunt wanted a site that felt as bold and inclusive as their brand—but their existing Shopify setup was holding them back. The platform’s rigid templates made it difficult to customize the look and feel, and they were struggling to make the site reflect their personality. The challenge was to create a fully custom e-commerce experience that gave them the design freedom they were missing—without sacrificing usability or performance.
With no previous website to build from, one of the first major challenges was establishing a clear structure for the site. This meant creating everything from the ground up—user personas, journeys, sitemap, and content hierarchy. The goal was to design an experience that felt both intentional and intuitive, even without a large amount of content to start with. Every page, section, and flow had to be purposeful, scalable, and aligned with DiceMag’s bold brand voice from the very beginning.
Alongside the visual redesign, the site needed to function smoothly as an e-commerce platform. That meant making the product pages easy to browse, optimizing the checkout flow, and ensuring the site performed well across devices—especially mobile, where most of their customers shop.
To give the brand the freedom they were missing, I rebuilt the site from the ground up in Webflow using its e-commerce capabilities. This allowed for a fully custom design—no templates, no limitations. Every page was designed in Figma and then developed in Webflow to match the creative direction and vibe of Rich Gay Aunt’s brand.
I leaned into the brand’s bold and inclusive identity through color, layout, and typography. We used strong visuals, playful copy, and clear messaging to create a space that feels welcoming, expressive, and unapologetically RGA. Every detail—from the product grid to the footer—was designed to reinforce who they are and what they stand for.
Beyond visuals, I focused on making the shopping experience smooth and enjoyable. I simplified the product layout, optimized the mobile flow, and compressed images and videos for faster load times. Webflow’s native checkout made things easy for customers while giving the client control over the design. The result is a responsive, fast, and user-friendly shop that actually feels good to use.
This project was all about giving Rich Gay Aunt the creative freedom their brand deserves. By moving from Shopify to Webflow, we were able to build a custom e-commerce site that feels bold, inclusive, and easy to use—just like the brand itself. From design to development, every part of the site was crafted to reflect their values and give their customers a smooth, standout shopping experience.
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