Tori Catlett

Web Design

Structure — Experience — Identity

I design user-focused digital experiences that balance brand identity with usability.  From auditing existing digital experiences to restructuring layout and lead capture strategy, my work prioritizes clear structure, visual hierarchy, and strategic functionality to support both engagement and growth.


The Refindery — Website Refresh

Web Design & UX Strategy

Overview
As part of a larger brand refresh, I redesigned The Refindery’s website to improve visual appeal, user experience, and lead generation. The goal was to create a site that felt polished, inviting, and capable of driving in-store visits and email sign-ups.

The Problem

Objectives

  • Lead generation through email capture
  • Increase interest and foot traffic with the primary goal of boosting sales

Audit Findings

  • Bare-bones layout
  • Limited product visibility
  • Inactive social feed
  • No email opt-in
  • Minimal visual storytelling



Recommendations
  • Create a modernized, visually engaging layout
  • Highlight curated inventory to drive interest
  • Add bulletin/news section
  • Integrate social links
  • Embed contact form with email opt-in

Original site prior to refresh


Designed to feel curated and intentional—reflecting the store’s antique charm while improving clarity and navigation.
The Solution

Inventory Highlights
  • Featured rotating products to create urgency and encourage store visits.


Bulletin Section
  • Added storytelling space to share events, vendor features, and promotions.


Email Capture Form
  • Implemented contact form with opt-in to support email marketing growth.



This redesign transformed the site from a static placeholder into a branded digital storefront designed to support foot traffic, engagement, and future marketing initiatives.

Visit the site here

Updated 24.10.31