How I start
I begin with the user problem. What they want, what is blocking them, and what success looks like. Then I map the simplest path: where they enter, what they must decide, and what they need to feel safe moving forward.
Roshawn Allen
UX Writer / Creative Director / Brand Strategist
Blending culture, technology, and design to build intuitive experiences and visual worlds for entertainment, fashion, and tech. This website is built as a UX case study you are using in real time.
Los Angeles / Remote
UX writing that makes the entire journey feel intentional.
product flows, interface copy, and structure
I treat UX and content as one system. The work lives where language, structure, and interaction meet.
My job is to remove confusion, make decisions feel easy, and let the interface say only what it needs to say.
Problem first, pixel second
Voice, tone, and intent
Flows and hierarchy
Commerce and conversion
Microcopy at every step
Mobile conscious by default
Content and microcopy
I write interface copy like a conversation. Every line has a job: reduce friction, set expectations, and keep momentum.
Short, human, confident phrases anchor the flow.
Flows and structure
I sketch flows first. Each step gets one decision and one clear way back. I use hierarchy, labeling, and predictable patterns to keep people oriented.
Refine and test
I test language in context, cut anything extra, and add help only where it prevents confusion. Real user questions shape tooltips, notes, and error states.
UX Case Study: Cart Drawer Flow
Problem: Customers were adding items but dropping off at checkout. The cart drawer felt busy and did not clearly show what would happen next.
Approach: Simplified the layout, cleaned up labels and totals, and rewrote microcopy so the primary action was always clear. Added reassurance notes near payment and shipping details and kept the main call to action in a fixed, predictable position on desktop and mobile.
Result: A clearer path from add to cart to checkout, fewer abandoned carts, and a faster, more confident purchase moment across devices.
Sample microcopy
How I write for product moments
Signup module
Headline: Stay close to the drops
Subcopy: Get early access to new releases and restocks. No spam, just the good stuff.
Primary button: Save my spot
Subcopy: Get early access to new releases and restocks. No spam, just the good stuff.
Primary button: Save my spot
Checkout reassurance
Inline note: Secure checkout with Shop Pay and major cards.
Help text: You can review your order before anything is charged.
Help text: You can review your order before anything is charged.
Error and recovery
Error title: We could not save this yet
Message: Check your connection or try again in a few seconds. Your changes stay on this page.
Retry button: Try again
Message: Check your connection or try again in a few seconds. Your changes stay on this page.
Retry button: Try again
Whether it is a DTC shop, onboarding flow, or booking path, my approach is the same: respect the user, respect their time, and let the product speak clearly in as few words as possible.
Logos and Branding
identity systems and mark design
Mild and Sauce
Restaurant identity
ATW Couture
Luxury fashion mark
Hearts Pure
Beauty brand identity
Qwality Printing
Print services brand
Presentations and Decks
fundraising and partnership storytelling
Angela White x LV
Concept partnership deck
N3ON Studio
Full brand and pitch presentation
N3ON 3D Renders
3D visualization and studio render deck
Mild and Sauce
Restaurant concept and franchise proposal
Bates x Jordan
Collaboration and brand pitch
NEARTH
IP visual development and storytelling deck
Cover Art
music campaigns and singles
My Beyonce
Lil Durk and Dej Loaf
Turn Myself In
Lil Durk
Happy I Am
NKKI
Planez
Jeremih featuring J. Cole
Event Assets
flyers, signage, activations
Hulu Finals House
On site branding
NHL Finals Flyer
Event promo
BIG Summit
Speaker pass
Product and Packaging
3D, CPG, merch
Next Best to Breast
Infant formula concept
NEIL Box
3D pack render
Coroin Flannel
Tech pack
Coroin Jacket
Tech pack
Motion and Animation
brand reels and app visualsRobin Thicke ft. Yo Gotti
Brown Liquor
Chanel West Coast
No Plans
G6
Pilot lyric video
Turestrl
Meditate
Product and Web UX
Shopify UX, content, and full builds
Nature Dezzert
Luxury skincare and self care brand
WorldWide Logistics
Independent Amazon DSP and delivery service
Turestrl Inc.
Design agency and creative IP studio
Helium Clothing
Artist driven fashion brand from Chicago
UX Case Study: Hearts Pure
DTC rebuild for a celebrity beauty brandChallenge
Hearts Pure needed a premium brand and store that could convert. I was brought in to turn a solid concept into a profitable direct to consumer business with a cohesive identity, packaging, and fast e commerce experience.
Role and Scope
- Brand strategy and identity system
- Logo development and guides
- Packaging and print ready assets
- Shop UX for PDP and checkout plus speed polish
- Launch visuals and motion snippets
Approach
I refined the audience and offer, clarified value props, and built a clean identity with clear hierarchy. On Shopify, I optimized navigation, PDP flow, and media performance, while unifying all product imagery to a 4 by 6 ratio and adding a 25 percent off signup popup that boosted conversions. The result was a faster, cohesive store experience that helped grow monthly revenue from 5 K to 21 K.
Outcomes
✔ Noticeable lift in online conversions and customer engagement
✔ Stronger brand recall and premium visual consistency
✔ Healthier repeat purchase rate and growing loyal base
✔ Smoother checkout flow and faster site performance
✔ Hearts Pure now stands as a credible, scalable beauty brand
Client note: "He rebuilt our e commerce experience and the numbers followed. Exactly what we needed." Angela White
UX site case study
What you just used was the work.
This portfolio was built as a full UX and UI case study. Every section, scroll, and line of copy is part of the experience. If you reached this point without friction, you already saw how I design products.
UX thinking
Information architecture, pacing, and navigation mapped to how a recruiter moves through a portfolio.
UI craft
System of type, spacing, and contrast designed to stay out of the way and keep the work clear.
Content and flow
Microcopy, section labels, and case study structure shaped to guide decisions, not just admiration.
The projects are the examples. The experience of this site is the case study.
Testimonials
trusted by leaders
Baron Davis
Founder and CEO, BDE / SLIC"Roshawn brings culture, speed, and story. He turns loose ideas into premium brand experiences."
Angela White
Founder, Hearts Pure"He rebuilt our e commerce experience and the numbers followed, exactly what we needed."
Let’s Build Something Bold
open to full time and freelanceDesigned with intention. Built with clarity.
Crafting digital experiences that guide, inform, and inspire.
© 2025 Roshawn Allen. All rights reserved.