Responsive Redesign With mobile users approaching 50% of site traffic in 2016 Emily Press realized the time was long overdue for a responsive redesign. A big concern was their custom label builder originally built in 2010. We collaborated during a 10 week design phase on a solution that met the needs of Emily Press and their users. Catalog Restructure The original 2010 desktop site listed many dozens of products so that Emily Press could show off all of their fun, and engaging icons and patterns. Our concern was that the choices were overwhelming and catalog structure would be hard to navigate on a smartphone. We worked closely with Emily Press to get them to re-imagine their products and change their catalog structure to display label patterns in larger groups encouraging users to explore their designs in the label builder.