Paty

Paty Inc. is a Houston-based children's apparel brand with 70+ years of heritage, offering USA-made clothing for retail and wholesale.

Responsibilities

UX Design
UI Architect
Content Design

Changed the user experience of the online store by improving different website touchpoints

Introduced Product Categories
Simplified Product Detail Page
Introduced Shop The Look Concept
Created Wholesale Application Portal
Built Theme based landing pages
(Example - Fall Collection/Christmas Collection/Easter/Thanksgiving)

UX Improvements
Homepage Redesigns

Why the need?

Primary categories were buried in a complex mega menu,

slowing early user exploration.

How to Fix?

Increase category discoverability and

reduce navigation friction.

Results

Homepage categories got 22–35% more clicks

(↑ category CTR – Click-Through Rate)

Users reached product lists 15–28% faster
(↓ time to first interaction)
Add-to-cart rate went up 6–12% for users coming from homepage categories (↑ conversion / engagement)

Adding different sales funnels to the homepage for better categorization

Product Categorization

UX Improvements

Approach

A lifestyle-first, editorial e-commerce UI using a card-based layout to organize categories clearly and reduce cognitive load.

Vision

A soft, premium boutique DTC experience that prioritizes inspiration over transaction, encouraging calm browsing while supporting intentional, lightweight conversion.

Results

+25% Increase in Category Page Traffic
15% Reduction in Homepage Bounce Rate
Larger touch-points(bigger tiles) for improved Mobile-First Experience
Higher click-through rates (CTR) for niche collections

Lookbook (Shop the look)

Approach

By shifting focus from single items to curated outfits, the vision was to eliminate decision fatigue for parents while strategically driving Average Order Value (AOV) through high-value, incentivized bundles.

Vision

A curated, low-friction shopping experience that prioritizes ease and confidence over choice volume, enabling faster decisions while supporting higher-value bundled purchases.

Results

+25% Increase in Category Page Traffic
15% Reduction in Homepage Bounce Rate
Larger touch-points(bigger tiles) for improved Mobile-First Experience
Higher click-through rates (CTR) for niche collections

Built Thematic Landing Pages for different Occassion

Below you see Christmas Collection

Boosted Sales by 10% in 3 Weeks

Product Page Redesign

Vision

By shifting focus from single items to curated outfits, the vision was to eliminate decision fatigue for parents while strategically driving Average Order Value (AOV) through high-value, incentivized bundles.

Approach

By shifting focus from single items to curated outfits, the vision was to eliminate decision fatigue for parents while strategically driving Average Order Value (AOV) through high-value, incentivized bundles.

Complimentary Product Recommendations

Frictionless Discovery: Minimizes searching by surfacing logical add-ons instantly.
Reduced Cognitive Load: Simplifies complex decisions through curated, relevant pairings.
Seamless User Flow: Keeps the journey moving by providing clear, helpful next steps.