Rooted in the West. Ready for a better website.
A design audit, UX research and redesign proposal for blushoutwest.com. The photography and the story are already there. The store around them hides the catalogue, buries the buy button and prints code on the page. This proposal shows what to fix, in what order, and why.
The homepage today on a phone: 24,655 pixels tall, fifty products in one column. Hover to pause.
The short version
Six findings explain most of the lost sales. Each one links to its evidence in the audit.
- Critical
The whole catalogue is hidden behind a hamburger, on desktop as well as mobile
See the evidence - Critical
The homepage is one 50-product grid, 12,688 px tall on desktop and 24,655 px on a phone
See the evidence - Critical
A newsletter popup opens over the hero before the visitor sees anything
See the evidence - Critical
Add to Cart is an outlined button beside a solid purple Buy with Shop button
See the evidence - Major
Gold headings and icons measure 2.51 : 1 against the cream background
See the evidence - Major
Search results print raw CSS on the page
See the evidence
Measured, not guessed
Every number below was taken from the live store on 7 September 2026, on a 1440 by 900 desktop screen and a 390 by 844 phone.
| ThemeA retired Shopify theme, no Online Store 2.0 sections | Brooklyn 17.4.0 |
|---|---|
| Header height on desktopAnnouncement bar plus logo band, on a 900 px tall screen | 245 px |
| Homepage length24,655 px on a phone, 50 products in one grid | 12,688 px |
| Categories visible without a clickAll 10 collections sit behind a hamburger, on desktop too | 0 |
| Products in the Sterling Silver collectionThe second item in the menu and the brand's stated hallmark | 1 |
| Add to Cart position on a phoneBelow an 844 px screen, with no sticky bar | 1,053 px |
| Heading color contrastGold headings on the cream background, below the 3 : 1 minimum | 2.51 : 1 |
| Requests on a collection page69 scripts and 46 third-party requests | 147 |
What is inside
Design audit
Thirty-two findings across the header, homepage, collections, product page, search, footer, typography, color, performance and accessibility. Every finding carries a screenshot or a measurement and one recommendation.
Open the auditUX research
Three proto-personas, three annotated user flows, a comparison against five western fashion stores, and the pain points that the redesign has to solve first.
Open the researchRedesign
A working homepage concept you can scroll, plus the palette, the type system, and the twelve audit findings it answers. Collection and product page concepts follow.
Open the redesignHomepage concept
The concept itself, as a live page. Four chapters from the buying trip to the booth in Castle Rock, with the store's own photography and prices.
Open the concept
How this was made
- Reviewed blushoutwest.com on 7 September 2026 at 1440 by 900 (desktop) and 390 by 844 (phone): homepage, navigation drawer, Tops and Sterling Silver collections, the Leopard Pleated Skirt product page, cart, search, blog, About and Contact pages.
- Measured header height, page length, button size and position, font families and sizes, and colour contrast ratios in the browser.
- Captured the homepages of Tecovas, Savannah Sevens, Ranch Dress'n, Cowgirl Kim and Wild Junkie on the same day for comparison. Boot Barn blocked automated capture and Sterling Kreek turned out to be wholesale only, so both were left out.
- Read the store's own About, Contact, blog and press links (Cowgirl Magazine, The Boutique Hub podcast, Voyage Denver) to ground the personas.
- No analytics, sales data or customer interviews were available. The personas are proto-personas to be checked against real customers, and the flows are walkthroughs, not observed sessions.