AKA Monica Mendonça Rocha
︎︎︎ Take Me Home
Email ︎
Instagram ︎︎︎
Dribbble ︎︎︎
LinkedIn ︎︎︎
Filmmakers Needed for Website Design Research ︎
I’m a web designer with 6+ years of experience across health & wellness,
e-comm, and retail.
Based in Brooklyn, NY.
︎ Email
︎︎︎ Take me home
I’m a web designer with 6+ years of experience across health & wellness,
e-comm, and retail.
Based in Brooklyn, NY.
An imaginative yet practical redesign for one of NYC’s most well-known wellness retail brands.
Role: Web Designer, Concept
Team: Solo Project
Tools: Figma, Sketch, HTML/CSS/Javascript
Context: abc home & carpet is one of the country’s oldest home furnishing stores. Their ethos as a department retailer is exceptional, weaving the concept of sacred space with environmentally and ethically sound practices from procurement to payroll.
Brief: In my 21/2 years at abc, I found that our website had a series of limitations that kept the business from doing as well as it could. I built and presented this redesigned concept in order to address some of the problems with the website.
Live Desktop Site ︎︎︎
Brief: In my 21/2 years at abc, I found that our website had a series of limitations that kept the business from doing as well as it could. I built and presented this redesigned concept in order to address some of the problems with the website.
Live Desktop Site ︎︎︎
Original Website
![]()
Issues to Address
1. Exaggerated proportions in the viewport height made the experience clunky to navigate
2. CMS limitations made it impossible to design text around the product images, making it difficult to caption images.
3. User experience is alienating due to large awkward gaps
between generic, stale modules, limited color options, and an unreliable mobile experience.
Issues to Address
1. Exaggerated proportions in the viewport height made the experience clunky to navigate
2. CMS limitations made it impossible to design text around the product images, making it difficult to caption images.
3. User experience is alienating due to large awkward gaps
between generic, stale modules, limited color options, and an unreliable mobile experience.
Moodboard
I was inspired by the positives in the brand identity—an emphasis on transitional shades and soft textures evoked intrigue and wonder. My goal was to combine mainstream ecommerce experiences with a more boutique and contemporary aesthetic.
Design System
Exploring the current visual language, I chose abc’s classic Helvetica Neue font and brought in the radial gradient with some colors that we used more liberally outside of the website. I took some of the brilliant parts of the original brand— the characteristic pink and ethereal graphic language— and gave them their due with less noise and more emphasis.
Content Structure
The first look above the fold was designed to be eye-catching, colorful, and informative. The categories were chosen based on marketing KPI’s and inventory limitations. Below the fold, the second section prominently displayed rugs, a foundation for the business. An editorial section featured products that historically sold out quickly online and were known to increase click-through rates, followed by a rug select carousel that gave the generous image detail needed for customers to purchase a high-ticket item.
Finally, the footer showcases a full-bleed image of the living room and a mention of the century-old establishment in order to build credibility and trust.
Desktop
Additionally, I’ve included a featured web page I designed with hand-drawn icons and an emphasis on abc carpet & home’s commitment to ethically-sourced furniture and rugs.
