Central Milling
Translating a heritage brand into modern commerce
I assembled a small design and development team and led an e-commerce redesign grounded in field research, product discovery, and the character of a historic milling brand.
Making the complex understandable.
Central Milling needed a clearer online store that could support a growing product catalog without losing the tactile, trusted character of its brand.
Direction with hands-on depth.
I formed the team, conducted a week-long field study, shaped the information architecture, and guided the work from sitemap and low-fidelity wireframes through high-fidelity commerce design.
Designed to work beyond one screen.
A reorganized catalog, clearer paths to product detail and purchase, and a visual system that balanced modern usability with the company’s agricultural heritage.
Evidence that the work moved things forward.
- A scalable e-commerce information architecture
- Clearer product discovery and add-to-cart flow
- A digital expression grounded in the brand’s heritage
From thinking
to shipped work.
Process, systems, and final executions from the original case study.
