DIGITAL PRODUCT / UX + UI
01
EXPERIENTIAL INTERFACES
FÉRO + A FAKE CREATIVE
10+ YEARS DESIGNING + MANAGING DIGITAL COMMERCE EXPERIENCES
DIGITAL ART DIRECTION / UX + UI / E-COMMERCE / EDITORIAL / CONTENT SYSTEMS
Built the Fake Live 98 commerce experience as an archival browsing system rather than a conventional apparel storefront. Users could move between individual components of the release, understand the complete package, and transition into a structured purchase experience without leaving the collection narrative.
Built the FÉROvision digital experience as an immersive gallery environment rather than a conventional fashion storefront. Users could navigate through products, editorial imagery, media, and collection references within a single spatial interface, allowing the brand world and commerce experience to function as one continuous environment.
02
INTERFACE AS CULTURAL LANGUAGE
Built the FÉRO digital experience around the visual language of late-90s desktop computing and early peer-to-peer media culture. Familiar operating-system, browser, and streaming references became part of the interface itself, turning cultural memory into a navigation system for products, media, and editorial content.
03
COMMERCE + CONVERSION
Built Fake Creative product experiences to translate campaign storytelling into clear purchase journeys. Product imagery, pricing, variant selection and cart functionality were structured around straightforward conversion, allowing the creative identity of each release to remain present without interfering with the transaction.