Free Association
Free Association

Tory Burch

E-commerce fit for luxury retail.


Free Association teamed up with Tory Burch on an overhaul of their e-commerce platform, evolving UX throughout the shopping funnel and establishing their first digital product design system. We served as the sole design team, and expanded in-house capabilities in product management, research and engineering. Our team defined new brand and product standards, reshaped content strategy, designed and prototyped UI patterns, built a robust product roadmap, supported A/B testing, delivered front-end code for key templates, and oversaw QA efforts through ongoing launches.


  • Product Leadership
  • Information Architecture
  • Strategic Planning
  • User Experience Design
  • Project Management
  • UI & Visual Design
  • UX & Market Research
  • Interaction Prototyping
  • Testing & Measurement
  • Brand Systems & Guidelines
We established Tory Burch’s first design system, and produced all new and accessible e-commerce UI patterns, mastered across many detailed states.
Our system was designed to serve the Tory Burch brand and its sub-brand Tory Sport with a consistent UX hierarchy and shared shopping cart.
We prototyped UI elements, interactions and motion details to set strong code standards and prepare signature effects for implementation.
Design Comps
We created a comprehensive UI Inventory that gave teams visibility to the full range of complexity in the experience, including all variants and edge cases.

"Herculean efforts all around! We value Free Association's partnership deeply, and are proud of all that we've accomplished together."

Sarah Stark
VP, Digital Creative