E-commerce website • Apogee Gardens // Cannabis E-commerceApril 2026 - August 2026Redesigned Apogee Gardens' website to better support online shopping, modernize the brand, and simplify location-based ecommerce for dispensary customers.
Problem
Apogee Gardens' existing website felt outdated and did not strongly support the online shopping experience customers increasingly expect. Because e-commerce was tied to individual store locations, the challenge was to create a more seamless path to shop without exposing the complexity of the system behind it.
ApproachI evaluated the existing site, conducted a competitive analysis of local dispensaries, and developed recommendations to improve e-commerce visibility, site structure, and brand presence. I then redesigned the experience with a stronger shopping focus, updated the visual direction, and used AI-generated imagery to help establish a more modern brand expression.
Decisions
I centered the redesign around e-commerce and simplified how users moved into location-specific shopping flows. A major part of the work was making the experience feel unified on the front end even though the commerce model was distributed across multiple locations.
Reflection
Outcome
The redesign created a more modern, shopping-focused web experience and a clearer structure for supporting online ordering. It also gave the brand a stronger digital presence and a more cohesive approach to location-based e-commerce.
This project taught me how to design around operational complexity without passing that complexity on to the user. It also pushed me to think more intentionally about SEO-driven structure and to experiment with AI as part of a brand and web design workflow.