WordPress/WooCommerce theme

Multi-Category WordPress & WooCommerce Theme UI Design (Beau Agency, 2014–2017)

Lead Designer — WordPress/WooCommerce Theme UI for ThemeForest

During my time at Beau Agency, I led UI design for a wide range of WordPress themes sold on ThemeForest — spanning WooCommerce e-commerce, single-product landing pages, portfolio/agency, and event/entertainment templates. Projects included Nextop (model & talent agency, photographer/gallery), Maxus (WooCommerce fashion & accessories), Hifi (high-tech/electronics WooCommerce), a music/artist multipurpose theme (event ticketing for solo artists), and Menituno (a single-product launch page for a smart air purifier) etc... Across this range, e-commerce and conversion-focused product storytelling were the throughline.

📌 Scope:

Multi-category theme UI — WooCommerce, Portfolio, Blog, Corporate/Agency

📌 Deliverable:

Sketch/Photoshop UI kits per theme, handed off to a separate dev team for WordPress/WooCommerce build

📌 Output:

Multiple themes published and purchased on ThemeForest (since retired from the marketplace)

📌 Role:

Lead Designer

01 — Context & Problem

ThemeForest is a marketplace, not a single client — success meant designing something a stranger would pay for based on a preview screenshot alone, with no brief describing a real business. The team studied what was already selling well and designed toward that demand across very different use cases: a model agency needed a portfolio-first layout built around talent profiles; a music/artist theme needed ticketing and event promotion; a fashion or electronics store needed a full WooCommerce shop; and a product like Menituno needed a single, long-form page built entirely to convert a visitor into a pre-order, with no shop navigation at all.

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Callout: Even across such different categories, the underlying skill was the same — translating a business model (booking talent, selling tickets, buying a product, browsing a catalog) into a page structure that guided a stranger toward one clear action.

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02 — Design Challenges

WooCommerce UI that adapts to any category Maxus (fashion/accessories) and Hifi (high-tech/electronics) required the same underlying shop components — product grid, filtering, product detail, cart, checkout — restyled to feel native to completely different audiences and price points.
Single-product storytelling vs. multi-product browsing Menituno had no catalog to browse — the entire page had to build a case for one product through sequential sections: problem (allergies, air quality), proof (testimonials, beta testers), product detail (filters, specs), and a single, delayed call-to-action. This is a fundamentally different design problem from a WooCommerce grid, closer to a long-form conversion landing page.
Non-retail categories still needed commercial thinking The model agency theme (Nextop) and the music/artist ticketing theme weren't stores, but still needed to convert — a booking inquiry, a ticket purchase — so portfolio and gallery layouts had to be paired with clear conversion paths, not just visual presentation.

03 — Approach

For WooCommerce themes (Maxus, Hifi), I designed the full shop flow: category/shop grid, filtering UI, product detail, cart, and checkout, restyled per vertical — bold and dense for tech, editorial and spacious for fashion. For Menituno, I structured a single scrolling narrative: hero → problem framing → product/design detail → social proof → specification → testimonials → final purchase block, using pacing and whitespace to build trust before asking for the sale. For portfolio and event themes (Nextop, the music/artist theme), I focused on gallery and profile layouts paired with clear booking/ticketing entry points.

04 — Key Design Decisions

WooCommerce as a portable component set, not a one-off page