My most colourful web design project ever, for a UK children's illustrator.

Alice Potter is a children’s illustrator and surface pattern designer based in London. Her work is joyful, colourful and full of imagination.

Alice already had an existing Wix website in place. The website was functional, but it didn’t truly reflect the personality, colour and creativity that define her work. Alongside this, there was also a clear opportunity to improve how her work was presented - particularly in how her products, licensing opportunities and portfolio were structured across the site.

Have Fun With The Design.

The goal of the project was to redesign Alice’s website in a way that felt aligned with her creative style while also improving usability and user journey. The brief was simple, but powerful: “have fun with the design.”. And honestly, this made it one of the most enjoyable projects I’ve worked on.

Creativity in Every Section.

From the very beginning, the focus was on making the website feel like an extension of Alice’s illustrations. I worked with her existing pattern designs, integrating them throughout the site as backgrounds and as visual details across each and every section. This helped create a cohesive and immersive experience, where the website itself feels like part of her creative world rather than separate from it.

Her books, characters and product imagery were also carefully incorporated throughout the design, her portfolios are now engaging and easy to explore. Working with such vibrant and expressive artwork naturally sparked a lot of creativity during the design process, and it was a real pleasure to bring her work to life in a digital space.

A User Journey That Works.

While the visual direction was playful and colourful, it was equally important that the website remained clear, structured and easy to navigate.

The previous site lacked a strong emphasis on Alice’s products and didn’t always guide visitors to exactly where they needed to be. To improve this, I focused on creating a more intentional user journey.

This included introducing clear call-to-action buttons at key points throughout the site, directing visitors towards her online shop and portfolios of work.

Users can now easily move between exploring her creative work and taking action, whether that’s purchasing products or getting in touch for potential projects.

Outside of Wix.

Alice’s work extends beyond her website, so it was also important to integrate her wider online presence seamlessly into the experience.

The site now includes clear links to platforms such as Petit Fleur Studio, Thortful, Spoonflower and Amazon, where her products, designs and licensed work are available. This helps create a more connections around her brand, allowing visitors to get a better understanding of Alice's extensive work.

The Final Result.

The final result is a website that truly reflects the playful, colourful and imaginative nature of Alice’s illustrations, while also serving a clear purpose for her business.

It balances personality with practicality - showcasing her portfolio in a way that feels engaging, while also making it easier for visitors to discover her products, explore her work and make enquiries.

The site not only captures Alice’s creative world, but also works harder behind the scenes to support sales, visibility and collaboration opportunities.

This was one of those projects where creativity and functionality came together perfectly, and it remains one of my favourite designs to date.

www.alicepotter.co.uk