During my internship with WESTxEAST, my primary responsibility was to redesign and build its website for a better user experience, more consistent branding, and better alignment with business goals.

Started with the low-fi wireframes left by the previous intern, I was in charge of the testing, design, and development afterward. The content strategy intern, Jaqueline (Jacky), collaborated with me to work on the copy.

Experience the live site: westxeast.com


Dec 2020 - present


Competitive research, prototyping, UI/UX design, content strategy, web development


Figma, Webflow, Wix

The brand

WESTxEAST: Custom South Asian Apparel

WESTxEAST targets South Asian-Americans who want to maintain connections to their cultural roots and need customized traditional outfits for special occasions.

The service process consists of three main stages:

Consultation -> Design Meeting -> Production & Delivery

Brand mood board image: A woman helps another woman put on her dress in traditional Indian styleBrand mood board image: A bride's parent walk besides her during the wedding ceremony, all dress in traditional Indian styleBrand mood board image: A woman dressed in traditional Indian style holding a flower bouquet

The old look

Before the transformation

Screenshots of WESTxEAST's old website

The new look

A refreshed brand and website experience

Experience the live site: westxeast.com

Screenshots of the landing page of WESTxEAST's websiteScreenshots of WESTxEAST's redesigned website

What I learned from the internship

Work with limited resources

Many small startups, like this one, aren't backed by robust funding. That means one has to work frugally and creatively.

While I was developing the website in Webflow, I found that some features could not be realized using the free subscription plan. To minimize the cost of subscriptions during the development stage,  I had to be flexible and prioritize the parts achievable with the free plan.

Be independent and spontaneous

In a small team, I often couldn't find anyone who could give me expert advice on what I was doing. While I felt unassured at times, that also means I had to overcome my imposter syndrome and be the expert in the room. If I spotted something that I thought could be improved, I was also responsible for coming up with ways to address it.

When the project was handed to me, all I got was a WIP wireframe and some suggestions from an external design mentor, and I was only expected to keep working down the same track. However, thinking from a user-centric perspective, I felt a lack of a first-time visitor's input. I volunteered to conduct some quick testing sessions with my friends before we went further with the redesign, which led to some useful insights.

Be versatile

Working in such an environment also means that one has to be versatile and take on more responsibilities. The company didn't have an established design system when I started the project, which became part of my job. Luckily, my experience with branding came in handy – I developed a style guide that could not only be applied to the website but also other touchpoints, such as social media and pitch deck.

Stay organized

From my previous internship at Apollo DAE, I formed the habit of tracking my work time and content with a tool called Clockify. After I introduced it to my supervisor, she found it useful and made the team adopt it.

I also used Notion to organize assets for the website as they got passed to me bits by bits.