During my time at Brave The Skies I led the full redesign of the e-commerce experience for Dubarry of Ireland, a heritage outdoor lifestyle brand. Early in the project, I travelled to Dubarry’s headquarters in Athlone, Ireland to run in-person discovery sessions and collaborate closely with their team on initial design ideation.
Visit the Dubarry of Ireland store
The redesign was underpinned by meticulous UX planning, ensuring every decision was grounded in user needs, business goals, and best-in-class e-commerce principles.
The project focused on improving usability, streamlining navigation, and elevating the overall customer journey. A key area of focus was the product page—particularly enhancing the sizing experience for their bestselling Galway country boots. The redesign was benchmarked against Baymard Institute guidelines to ensure an intuitive and high-performing user experience.
We conducted two rounds of usability testing—one on the original site and one post-redesign—which showed significant improvement: users could quickly understand sizing options and confidently find and select their size, driving both clarity and conversion.
