A Not-So Questionable Design
In partnership with ICEE Social, I gave Questionable Designs their very first website - a playful, polished digital home with new ways to shop and a fully branded experience.
Clients
Questionable Designs
ICEE Social
Services
UX & Website Redesign
Tools
Figma
Shopify
Website
About
Clever, Curated Gifting IS the Moment
At Questionable Designs, gifting isn’t just a formality - it’s about creating delight. Each piece that the Owner, Deanna, designs is cheeky, elevated, and totally memorable. My role? To craft a digital storefront that let her products shine while anchoring the brand with a strong, cohesive identity.
The Challenge
Create the foundations for the Questionable Designs brand and digital experience
As a brand-new business, Questionable Designs needed to launch digitally strong - with a store built to grow as fast as it's big, beautiful ideas.
The Goal
Design a Shopify store that marries brand and human-first UX principles into one premier experience
My mission was to create a Shopify experience that blended sharp branding with UX principles - giving Questionable Designs the flexibility to scale while making shopping effortless.
The Result
A new digital storefront that matches the energy of the brand and supports their future
Launching Questionable Designs meant more than a new site - it gave the brand a foundation to merchandise, market, and storytell with ease. The final site mirrors the wit and sophistication of the products, while paving the way for long-term DTC growth.
Understanding the Brand
From my first call with Deanna, it was clear her products carried personality, luxury and taste with a wink of wit. Through detailed discovery, I developed a moodboard, logo, and color palette that reflected her energy.
Logo: playful yet elevated
Palette: clean, approachable, and friendly
Identity: polished but never too serious
The result? A brand system that feels as beautiful and curated as the products themselves.
The Homepage
The homepage needed to be more than an introduction - it had to inspire instant browsing. Product “soldier” images show prints on a wall or notepads with pencils, helping customers visualize real-life use.
I layered in:
Bestsellers & New Arrivals carousels
Visual banners & story-driven sections
Easy access to shop collections directly from the page
Together, these elements create a strong first impression that balances inspiration with exploration.
The PLP's & PDP's
With a diverse inventory (prints, mugs, stationery, and more), usability was key. Product listing pages were built with filters for easy browsing, while product detail pages highlight large, inviting imagery, clear variants & product details, brand storytelling woven into descriptions.
The goal: give the QD team flexibility to market their products while making checkout smooth and simple.
The Finishing Touches
Beyond the shop itself, I designed every supporting page to keep the brand experience consistent. This included a dynamic blog, testimonial sections, forms, a search experience, and reusable blocks for future campaigns.
These touchpoints ensure the site feels polished end-to-end, while giving the team tools to expand as the brand grows.
