That’s it. is a clean-ingredient snack brand on a mission to simplify healthy eating through real, accessible fruit-based products. As the brand evolved, I helped shape its digital presence through strategic content, e-commerce leadership, and cohesive design across platforms.
My Role: Transitioned from designer to lead content strategist and director of e-commerce. My responsibilities included research, prototyping, testing, designing, and launching a new website, along with creating branded content across email, social, and paid channels.
Website Refresh:
Upgrading Accessibility & E-Commerce
Upgrading Accessibility & E-Commerce
That’s it. creates simple, fruit-based snacks for on-the-go eating, available in retailers nationwide and online.
As part of a push to grow DTC sales, the team prioritized improving the Shopify site experience.
As part of a push to grow DTC sales, the team prioritized improving the Shopify site experience.
The problem:
Following an accessibility audit, the existing site had been patched but needed a full upgrade. The goal was to implement a WCAG 2.1 compliant Shopify template that offered both usability and flexibility.
Following an accessibility audit, the existing site had been patched but needed a full upgrade. The goal was to implement a WCAG 2.1 compliant Shopify template that offered both usability and flexibility.
My role:
Led research, prototyping, testing, and full design of the new website, then built and published the theme on Shopify.
Led research, prototyping, testing, and full design of the new website, then built and published the theme on Shopify.
The result:
The site passed its accessibility audit, and improvements in conversion, bounce rate, and time-on-site confirmed
a better user experience. The project remains active as I continue optimizing design and performance.
The site passed its accessibility audit, and improvements in conversion, bounce rate, and time-on-site confirmed
a better user experience. The project remains active as I continue optimizing design and performance.
Making Subscriptions Clearer
That’s it. offers product subscriptions through Recharge, giving users the choice between recurring deliveries and one-time orders.
The problem?
The default Recharge UI was unclear — leading to accidental subscriptions and a wave of customer complaints.
The default Recharge UI was unclear — leading to accidental subscriptions and a wave of customer complaints.
My role:
I collaborated directly with Recharge to redesign the subscription interface, making it more intuitive and visibly distinct from one-time purchases.
I collaborated directly with Recharge to redesign the subscription interface, making it more intuitive and visibly distinct from one-time purchases.
The result:
Complaints dropped, conversions stayed strong, and both the CEO and marketing team gave it their full approval.
Complaints dropped, conversions stayed strong, and both the CEO and marketing team gave it their full approval.
Refreshing the Email Design System
In addition to traditional marketing efforts, That’s it. made Email and SMS a major focus for driving e-commerce growth. I was responsible for both strategy and design across the channel.
The problem:
After a year of working on email campaigns, I noticed the design system had become dated and inconsistent with our broader digital standards. In late 2022, I proposed a full redesign.
After a year of working on email campaigns, I noticed the design system had become dated and inconsistent with our broader digital standards. In late 2022, I proposed a full redesign.
My role:
Led research, prototyping, design, and execution of a new email design system.
Led research, prototyping, design, and execution of a new email design system.
The result:
The refreshed design aligned more closely with our digital branding. Email revenue grew and now makes up over 30% of monthly DTC sales. I continue to A/B test and iterate to further optimize performance.
The refreshed design aligned more closely with our digital branding. Email revenue grew and now makes up over 30% of monthly DTC sales. I continue to A/B test and iterate to further optimize performance.
Social and Brand Assets
As an in-house graphic designer and content strategist, I support the marketing team across a wide range of projects. This includes planning and creating assets for social media, paid campaigns, photoshoots, and branded event activations — ensuring everything aligns with the brand’s voice and goals.
My role:
Content strategy, concept and design, video production, photography, and post-production editing across digital and experiential touchpoints.
Content strategy, concept and design, video production, photography, and post-production editing across digital and experiential touchpoints.
Role: Lead Content Concepts and Designer / Director/DP/Editor: Mathew Rickett / Social Media Manager/Talent: Katy Dunn / Copywriter: Marissa Bullock
