AimGarments is a U.S.-based apparel manufacturer that works with startups and small-to-medium-sized brands to bring their clothing ideas to life. From fabric sourcing and prototyping to full-scale production and packaging, the company provides end-to-end manufacturing solutions.
Product Designer & Webflow Developer
AimGarments had been struggling with a website that didn’t do justice to the quality of its services. The existing site was far from the trendy, simple style that designers know and love. In a sense, it was certainly minimalistic–to the point where customers couldn’t easily find information to understand what services were offered.
The primary objective was to overhaul the outdated site with new, relevant content and a scalable design system that aligned with the quality of AimGarments’ services. In addition to leading the UX/UI design and handling the development of the final website, I collaborated with our overseas team to coordinate product photography, to make sure the site reflected the real people and processes behind the brand.
Utilizing a research-first methodology, I began by identifying gaps in the existing site experience through audits, stakeholder conversations, and user interviews.
Difficulty understanding the full scope of services offered
No visual examples of past work or product capabilities
Low perceived credibility due to the site’s outdated style
Sales team burdened by repetitive FAQs and manual photo sharing
Missed opportunities from lack of clarity
No scalable way to educate or engage new leads
Before speaking to users, I conducted a heuristic audit of the current site to surface key usability issues from a design perspective.
Inconsistent visual hierarchy across pages
No dedicated service pages
Dense blocks of text with no clear calls to action
I analyzed five competitor websites: evaluating their structure, content hierarchy, and service clarity. What I found was that while these sites were a slight improvement over AimGarments’ existing website, they still lacked meaningful depth, especially in clearly communicating services and building trust with users.
To gain a more useful perspective, I pivoted to researching adjacent service-based industries—specifically consulting and construction websites. These industries, like AimGarments, revolve around intangible services rather than products. I navigated these sites as if I were a first-time client, looking to understand their offerings and evaluate their credibility.
I spoke with 4 major customers to understand how they engaged with the site and where friction occurred, while also interviewing 4 members of the sales team and 2 executives to uncover recurring client pain points and internal business goals.
These stakeholders acted as proxy users, helping surface both user-facing and operational challenges, reinforcing the need for a site that prioritized clarity, usability, and alignment with business strategy.
Customers frequently called for clarification about services
Sales team had to manually send product photos to prospective clients
Internal teams were fielding the same FAQ repeatedly
Most struggled to find specific service information
Several felt the site lacked credibility—one noted they might have thought the business was “fake” had they not already worked with us.
Research validated what we already felt internally: the existing website didn’t reflect the quality of AimGarments’ services. While our team was handling high-volume production for fashion startups and scaling brands, the online experience fell short, leaving potential clients confused, hesitant, or unaware of what we could offer.
No proof of past work
Homepage lacked direction and hierarchy
Unclear why visitors should trust or contact us
Services described too vaguely - Users couldn’t clearly understand what services AimGarments offered
Sales and operations teams were overwhelmed by repeat inquiries that could have been avoided with a more informative site
Based on user interviews, internal feedback, and a UX audit of the previous site, we identified key opportunities to reduce cognitive load, improve information discoverability, and make it easier for users to navigate our services.
Help users understand services at a glance?
Improve the clarity and hierarchy of our offerings?
Build trust with new users through visual clarity?
Reduce reliance on manual communication from the sales team?
Instead of relying on assumptions, I used direct feedback from clients, sales, and executive teams to inform the strategy. These insights shaped early design concepts, clarified what mattered most to users, and revealed key internal inefficiencies that the site could help address.
Showcase real client work to build trust
Break down services into digestible, scannable sections
Guide users through a modern, intuitive layout
Align digital experience with the quality of our production services
From there, I focused on four key MVPs that would build trust, clarify services, and support lead generation.
Building trust by showcasing client experiences.
Highlighting past work to build credibility.
Clearly outlined service pages to showcase offerings.
Addressing common queries directly on the site.
Given AimGarments’ B2B context, I made an early decision to design desktop first. While the final site is fully responsive, the core layout and interaction patterns were optimized for web, reflecting how our users typically engage with the platform.
Through stakeholder input and knowledge of our existing clientele, I visualized three primary user personas:
All three personas primarily conduct research on desktop, often comparing manufacturers across multiple tabs or requesting quotes. Once the desktop experience was established, I optimized for mobile, ensuring accessible tap targets, mobile-friendly typography, and simplified layouts.
In the first round of wireframes, I designed a standard navigation system where users would land on a high-level "Services" page and click into specific categories from there.
While this followed conventional patterns, user feedback and internal input suggested that this added unnecessary friction, especially for customers looking for a specific offering. To address this, I pivoted to a mega menu structure in the second iteration. This allowed users to see all core services immediately, improving information search, reducing click depth, and minimizing decision fatigue.
By surfacing all service categories directly within the main nav, I improved scannability and allowed users to self-select their path more intuitively. This was particularly important for B2B users who often visit with a clear purpose and limited time.
While early user flows and wireframes received internal approval, a key content gap emerged: we couldn’t publish client testimonials. Many of our contacts were either restricted by NDAs or not authorized to speak publicly due to their role within their organization.
This raised a critical question: how can we build trust without social proof?
Originally, I planned to use polished photoshoots mixed with stock photography. But with testimonials off the table, visuals had to do more. During comparative research, I noticed most manufacturers relied heavily on generic imagery, rarely showing the real people or production environments behind the work. To stand out and convey transparency, I coordinated an impromptu shoot with our overseas team to capture behind-the-scenes images of staff and facilities.
Secondary research supported this idea. These resources cited that stock images are often overused, lack authenticity, and can damage brand credibility. I used these insights to guide a more intentional visual strategy: working with our overseas team to capture authentic imagery that reflects our real team, processes, and working environments. This helped create a consistent and trustworthy brand presence that feels personal, not generic.
High-quality, original product photos are seen as more trustworthy than stock imagery.
Source: Cornell Tech
Users focus more on photos of real people and relevant images, and often ignore stock photos entirely.
Source: Nielsen Norman Group
Quality imagery outperforms stock by driving user confidence and transaction rates.
Source: Cornell Tech
With no external developers on the team, I was responsible for both design and implementation—accessibility was built into the site from the start. I followed WCAG 2.1 AA standards and prioritized clarity, contrast, and semantic structure throughout.
Used Stark and Contrast plugins in Figma during design, then verified compliance with WebAIM to meet WCAG 2.1 contrast ratios
Maintained logical tab order and visible focus states for keyboard users
All fields had clear labels and met minimum contrast and sizing requirements
Buttons and CTAs met the 44px minimum for easier mobile and keyboard interaction
While it’s still early in the site’s lifecycle, initial results point to clear improvements in both usability and business performance. These are early signals, but they validate the redesign core goals: improving clarity, credibility, and conversion.
The updated navigation and clearer service pages have reduced confusion internally, with the sales team reporting fewer repeated questions from prospective clients.
Authentic imagery and clearer content helped build trust with new visitors, echoing feedback from client interviews that the previous site lacked credibility for first-time users.
Inquiries have increased substantially in the first month following launch, equivalent to a full year’s worth of lead volume under the previous site. Early traction has already led to new client acquisition, signaling stronger engagement and improved conversion potential.
The original AimGarments website lacked any analytics tracking, leaving the team with limited visibility into user behavior. As part of the redesign, I integrated Google Analytics across all key pages to lay the groundwork for ongoing optimization.
With tracking now in place, the business can begin measuring page views and engagement across services, drop-off points in the inquiry process, and conversion rates from landing to form submission
This project taught me the importance of designing with intent, even when the data is limited. Without existing analytics, I had to lean heavily on qualitative feedback, client interviews, internal conversations, and competitive research, to shape the site’s structure and strategy.
It showed me that even a small test group can uncover important insights. Listening closely and iterating based on that feedback helped me prioritize what mattered most to our users. I also gained a deeper appreciation for analytics, not just as a nice-to-have, but as a tool that can guide smarter design decisions moving forward.
Above all, I learned that constraints aren’t barriers, they’re opportunities to design with more clarity, creativity, and purpose.
