Redesigning a Wix E-Commerce Store

Who is Pitcher’s Boutique?

Pitcher’s Boutique, founded by Sarah Pitcher, offers imaginative foundation paper piecing quilt patterns that range from whimsical animals to pop-culture icons. With ready-made designs and custom commissions, the shop inspires quilters of all levels to bring bold, creative visions to life.

Date: 2025

Website: https://www.pitchersboutique.com/

Platform: Wix Studio

bright and colorful e-commerce website design

Project Goals

The goal of this project was to refresh and elevate Pitcher’s Boutique’s online presence through a Wix e-commerce website redesign. Key objectives included:

  • Modernized Visual Identity – Update the color palette to better reflect the brand’s creative and whimsical style.
  • Improved User Experience – Streamline navigation, optimize layout, and enhance overall site flow to make browsing and purchasing patterns more intuitive.
  • Basic SEO Enhancements – Implement foundational SEO updates to improve search visibility and ensure the site is easier to find online.
  • Stronger Customer Appeal – Create a more engaging, polished, and user-friendly site that encourages visitors to explore, shop, and return.

The Process

Research & Planning

We began by reviewing Pitcher’s Boutique’s existing Wix site to understand its strengths, limitations, and user flow challenges. The focus at this stage was identifying areas where the shopping experience could be simplified and made more visually appealing. We also outlined opportunities for small but impactful SEO improvements to boost discoverability.

Design & Visuals

Next, we refreshed the site’s color palette and overall look to better reflect the creative, whimsical nature of the brand. The updated design emphasized clarity, warmth, and a cohesive identity that made browsing patterns feel more inviting. Layout adjustments streamlined navigation, helping users find collections and products more easily.

Build & Functionality

The redesigned website was implemented within Wix, balancing functionality with ease of management for the shop owner. Updates were made to improve product organization, user experience, and mobile responsiveness. Basic SEO optimizations were added to strengthen online visibility, ensuring the site is both attractive to users and optimized for search engines.

The Results:

  • Refreshed visual identity with an updated color palette and cohesive design that created a more polished, inviting brand presence
  • Improved user experience through streamlined navigation and layout, making browsing and purchasing quilt patterns easier and more enjoyable
  • Positive user feedback noting the site felt more modern, visually appealing, and easier to use
  • Enhanced search visibility from basic SEO updates that improved discoverability
  • Stronger growth potential by positioning Pitcher’s Boutique for increased engagement, sales, and long-term success

Work with me!

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