Work / Shopify / DKNY
Dkny Shopify
Turning DKNY’s seasonal campaigns into a Shopify storefront where editorial storytelling and fast product discovery finally work together.
Client
DKNY
My role
Art Director & UX/UI Lead
Team
Project Managers, Designers
Timeline
4 weeks
Deliverables
Homepage system · PDP · Campaign modules · Mobile
Platform
Shopify · Figma · CSS
TL;DR — the 30-second version
TL;DR
01 — The problem
Campaign imagery and the shopping experience lived apart — the brand story stopped exactly where the product grid started.
02 — What I did
Art-directed a modular, campaign-led homepage merchandising can re-skin each season, and rebuilt the product page around imagery, fit and reviews.
03 — The result
+18%
Conversion rate in the first full season
(01) — The challenge
Make the campaign shoppable.
DKNY launches a new story every season — the Fall campaign, DKNY Sport, the 9-to-5 Edit. The old storefront treated them as banners sitting on top of a grid, so the energy of the shoot never reached the product.
The brief: a homepage system that merchandising can re-skin for every drop without a redesign, and product pages that sell the details — fabric, fit, styling — on mobile first.
“The campaign should be the store, not a banner above it.”
— Client/Project Lead
(02) — Process
How it came together
01
Audit
Analytics, heatmaps and a teardown of fashion e-com leaders to find where shoppers dropped off.
02
Concept
Campaign-led homepage modules: full-bleed hero, edits, “carry it all” category stories.
03
Design
A product page with oversized imagery, fit notes, styling picks and reviews up front.
04
Build
Shopify sections and templates built with the dev team, tested on real devices.
05
Season-ize
A playbook so merchandising can launch the next campaign in days, not weeks.
Behind the scenes
From UI/IX audit to Figma designs – I rolled out the redesign process for DKNY and it’s sub-brands from their old CMS to Shopify with rigorous testing and custom front end improvements for today’s standards
(03) — The work
Campaign to cart.
(04) — Results
What changed
+18%
Conversion rate
+31%
Mobile revenue
5 days
To launch a new campaign (was 3 weeks)
(05) — If I did it again
What I’d do next
Bring campaign video inline on product pages, and A/B test shoppable lookbooks against the classic grid.
Credits: G-iii Digital Cubed
Next case study
Pepperidge Farm →
(05) – Contact
Say hi
Hiring a Senior Art Director or Design Lead?
I’m open to full-time and contract roles – in-house or agency. Send the brief, the team and the problem; I’ll come back with questions and ideas.
mk@workingprint.com
Based in
NYC · Remote / Hybrid