OVERVIEW
Coast Airbrush is one of the largest airbrush suppliers in the world and has been operating since 1989. The current website is quite dated, and challenges even the most motivated customers. I worked with their executive management team to provide a more streamlined approach to ecommerce ensuring customers can find the best airbrush to finish their project.
THE CHALLENGE
The Coast Airbrush team needed to modernize their ecommerce experience. Their existing site was outdated, difficult to navigate, and created unnecessary friction—often requiring customers to call the store to complete basic purchases. From a UX leadership perspective, the challenge was to transform this legacy experience into a streamlined, self-serve digital storefront that matched the expertise and credibility of the Coast brand.
THE SOLUTION
I led the design of a modern ecommerce experience that worked seamlessly across desktop and mobile, ensuring customers could quickly find and evaluate the right tools. To reduce friction in the decision process, I developed a clear, intuitive guide for selecting the appropriate airbrush. I then streamlined the end-to-end sales funnel—removing unnecessary steps, tightening navigation, and optimizing the checkout flow—to increase conversion and move customers to purchase with greater confidence and speed.
The Challenge
The Coast Airbrush team was looking for a way to provide their customers with an undated ecommerce experience. The current site is quite dated, hard to navigate, and forces customers to speak with Coast team members to complete most purchases.
The Solution
I crafted a modern ecommerce experience ensuring customers could easily navigate the website using desktop and mobile devices. I created a simple guide for choosing the right airbrush and focused my attention on streamlining the sales funnel to get customers into checkout faster and ensure they converted the experience into a sale.
RESPONSIBILITIES
UI Design
UX Design
Branding
Talking to Real People
We wanted to validate our own instincts so we scheduled a few days of user experience exercises to help qualify a few ideas we had to improve the website.
Help Us Look Amazing
The Coast Airbrush brand is rooted in a gritty, ornamental aesthetic built on decorative symbolism and calligraphic motifs. From a UX leadership standpoint, the challenge was creating a design system that supported this expressive visual identity without overwhelming the customer experience. I developed a clean, modern foundation—centered on a sans-serif typographic system and a restrained color palette—to provide clarity, balance, and scalability.
This approach allowed Coast to preserve the legacy look and feel their audience expects while giving them the flexibility to expand confidently into a more streamlined, ecommerce-forward future.
They were looking for a way forward that would embrase the legacy they worked hard to establish in the market segment and still leave their options open tas the expand into ecommerce.
Airbrush Selector
"I would love to be able to select an airbrush based on my skill level, size of project, and what type of paints I'll be using..."
