International Ecommerce Storytelling

Role: Lead Designer — ecommerce homepage layouts and merchandising modules for international markets.
Client: Williams Sonoma
Scope: Ecommerce UX, homepage design, digital merchandising, product storytelling, global localization


Williams Sonoma operates ecommerce sites across dozens of international markets, each requiring localized promotions, seasonal merchandising, and translated content.

I designed ecommerce experiences that balanced regional storytelling with the brand’s global visual identity, creating flexible layouts that could adapt to different markets while maintaining a consistent shopping experience. I collaborated with international copywriters and merchandising teams to adapt content for regional markets.

Designing for Global Ecommerce Markets

Each international market required localized promotions, translated content, and regionally relevant merchandising. Homepage layouts were designed as flexible modules that allowed teams to adapt seasonal content while maintaining a consistent Williams Sonoma brand experience.

Flexible Homepage Layouts

Homepage structures were designed as modular layouts that allowed regional teams to adapt seasonal content, promotions, and product stories.

Product Storytelling Pages

Product storytelling pages highlighted Williams Sonoma’s own collections through immersive photography and simplified layouts that prioritized product discovery.

Merchandising Modules

Promotional content blocks were designed to showcase seasonal collections and featured products through large photography and minimal copy, helping guide product discovery while browsing.