OVERVIEW

Edgy fashion shouldn't come at the cost of accessibility. This case study rethinks Dolls Kill's website so its bold brand identity works for a wider range of shoppers, not just the ones who already know how to navigate it.

DURATION

Four months

ROLE

UX Designer

FOCUS

Information architecture

Inclusive & accessible design

Visual design

CLUTTERED NAVIGATION

Dolls Kill's site packed everything into busy menus and cluttered product pages, with low-contrast text and almost no accommodation for accessibility. Shoppers looking for something specific, like their size or a clear path through checkout, had to work for it. That friction pushed people out before they ever reached the cart.

Shoppers need a Dolls Kill experience that keeps its edge but doesn't punish them for wanting an easy, inclusive path to checkout.

PROCESS

I sketched early concepts by hand in GoodNotes, then moved into Figma to wireframe both desktop and mobile at increasing fidelity. Each pass prioritized the same two things: simplifying the layout around the products themselves, and making the site usable for shoppers the current design was leaving out. Here's how the design turned out:

This interactive prototype showcases the redesigned shopping experience. Explore it below to see the improvements in action.

Click to view the full interactive desktop prototype

Click here to view the full interactive mobile prototype

TAKEAWAYS

This project taught me that accessibility and brand identity don’t have to disagree; the edits that made the site more inclusive through bigger text, clearer affordances, and better contrast. This didn't dilute Dolls Kill's aesthetic at all. If anything, they made the design feel more intentional.

The smallest changes carried the most weight. A badge, a filter, a font size, none of it was dramatic, but together they closed the gap between the brand's identity and the people it was leaving out.