I redesigned key parts of The Weeknd’s online presence, focusing on both the Shopify store and tour experience. The goal was simple: elevate the brand visually while making the user journey smoother and more conversion-focused.

On the Shopify side, I reworked the storefront to feel more premium and aligned with the artist’s dark, cinematic aesthetic. This meant tighter typography, better product hierarchy, and a more intentional use of whitespace and imagery. I also improved the product pages to reduce friction and push users toward checkout faster.

For the tour page, built in Framer, I focused on creating a more immersive experience. Instead of a static list of dates, the page was designed to feel dynamic and interactive—closer to an experience than a typical ticketing page. Clear CTAs, better structuring of locations, and smoother transitions made it easier for users to find and act on relevant tour information.

What I focused on:

• Stronger visual identity aligned with the artist’s brand

• Clearer user journeys across both store and tour pages

• Improved conversion flow (especially on product pages)

• More engaging, interactive front-end experience with Framer

Outcome:
A cleaner, more premium-feeling digital experience that balances brand storytelling with performance.