Client:Tommy Bahama
Scope: E-commerce UX/UI, Design Systems, Interaction & Motion
Tommy Bahama Digital
Tommy Bahama is an iconic lifestyle brand known for bringing the feeling of island life to fashion, home, and hospitality. The digital experience was updated to make it easier for customers to discover products, shop with confidence, and move through the path to purchase.
The result is a more cohesive shopping experience designed to increase product discovery, simplify key interactions, and give teams a stronger foundation to build on as the brand continues to evolve.
Components
Built and maintained a scalable Figma design system for Tommy Bahama. Components are built with flexible variants, states, and properties to adapt across responsive web and e-commerce experiences. The system keeps interactions, accessibility, and visual design consistent while creating a shared foundation between UX/UI design and development.
Interaction & Motion
Introduced new carousels, hover states, and scroll-based animations to make the experience feel more dynamic and encourage discovery. These interactions create more opportunities to highlight products throughout the site and help shoppers discover more of the collection. I used Codex to prototype these interactions, creating a stronger foundation for development handoff.
Shopping Experience
Designed a more intuitive e-commerce shopping experience across PLP, PDP, and product reviews, making it easier to browse, discover, and evaluate products throughout the shopping journey.
The experience also introduces AI-powered review summaries through “What Customers Are Saying,” surfacing key themes around fit, comfort, quality, and overall customer sentiment.
Editorial Layouts
Maintained immersive homepage and landing page experiences built around large-scale imagery and flexible editorial layouts. The visual-first approach gives photography room to breathe, creating a stronger sense of place. This brings the Tommy Bahama lifestyle and brand story to life across digital experiences.