Human-led.
End to end.

A smaller home. A bigger idea.

Pixs.ca began with a practical need: finding new homes for quality things as I downsized my Toronto loft. I saw an opportunity to make that experience more useful, more personal and easier to trust—and to put my own strategy, User Experience (UX), product and creative skills to work in a real project.

The brief became bigger than a storefront: create a coherent experience from the first social post to the product details and delivery expectations. Make value visible. Give the project a personality. Keep the customer’s next decision clear.

Start with people and a clear promise.

I defined the proposition, the audience and the boundaries: curated finds, honest condition information and a Toronto focus. Keeping it hyperlocal connected the offer to the community it serves and made delivery part of the experience design.

I connected the customer journey across discovery, browsing, purchase information and fulfilment. Brand, content and service decisions had to support the same promise: quality and savings, communicated in a way people could understand.

Make it recognizably Pixs.

I developed the positioning, voice and visual direction. The personality is witty, welcoming and grounded in value. The creative celebrates the person wearing the clothes and the Toronto community around them.

That direction became a practical system: a cool mint accent; black-and-white environments with people and products for sale in colour; clear typography; and copy written for scanning. I carried the voice into the website, product descriptions, About Us story, launch messaging and social creative.

Make the value work on both sides.

I designed the model around selling things I already own: a curated personal resale project with finite stock. The offer connects quality, condition and savings with a Toronto-only service experience. Pricing, bundles, delivery and payment choices are part of that model, alongside the brand and website.

I developed item-level pricing and savings logic, with reference values clearly distinguished from the Pixs selling price. Outfit and gift bundles create another way to shop the same underlying items. Their components share inventory with individual listings rather than creating extra stock.

The service proposition includes free, fast delivery within the eligible Toronto area and additional savings for Interac payment. Those choices need to work operationally: minimum-order rules, postal-code eligibility, delivery windows and payment verification sit behind the customer promise.

Design the decisions, then the screens.

I shaped the navigation, page structure, product presentation and editorial storytelling. Product condition, price and delivery information needed to help people judge a find without hunting for the basics.

I directed the layouts and image treatments, reviewed the details and pushed iterations. Small decisions mattered: remove duplicate navigation, simplify hover states, improve spacing and avoid orphan words. The same standards applied to the website and campaign assets.

Connect the catalogue to the experience.

I structured the inventory around product identifiers that connect the tracker to website listings. The inventory records hold store price, display permission, available quantity and sold state. Product content, images and bundle components connect to those identifiers so changes can be applied consistently.

The implemented source includes a controlled import from the Google Sheets Resell Tracker into catalogue controls. Scripts then apply prices, quantities and visibility and generate the product and collection pages. Hidden records are excluded; cleared display controls do not become permission to publish. Bundle logic checks the component records.

This automates the work after an approved import. The current connection is an explicit sync-and-publish workflow: editing a spreadsheet cell does not instantly change the live site.

Bring the experience into the browser.

Working with Oliver through ChatGPT, I translated the direction into website source, page copy, layouts and product content. I used the build as a working product: review what is there, identify friction, make a specific change and review again.

I kept an explicit backlog for updates and treated publishing as a separate decision from creating. The launch work also included an all-black countdown page so the public-facing message could be managed while store updates continued.

Build the operating system behind the pages.

The source also includes a server-side order-request flow and a Cloudflare D1 database for orders and notification state. Checkout validates selected products and current catalogue prices, checks delivery eligibility and overlapping bundle components, and stores a request for review. Retry handling is designed to avoid saving the same request twice.

I designed an owner review workflow around stock confirmation, invoicing, verified payment and delivery. The database holds order requests; it is separate from the imported inventory catalogue.

One idea, across the whole experience.

I extended the brand into Facebook page copy and cover creative, campaign concepts, contest creative and launch messaging. Each touchpoint needed to feel like part of the same Pixs experience, with a clear hierarchy and a reason to keep looking.

The iteration itself became part of the story: show the creative versions, explain the judgment behind a change and make the human decisions visible. The LinkedIn and blog series is being developed to share those lessons, including the practical limitations encountered along the way.

My judgment. More room to make.

Oliver is the collaborator I have shaped through ChatGPT with my instructions, brand standards, feedback and repeated refinement. I supplied the ideas, subject knowledge, strategy, creative direction and approvals. Oliver helped develop options, draft copy, generate and refine creative, and implement website changes.

The concept, strategy, branding, writing, design, build and social work were created by me with Oliver. No outside agency, designer, copywriter or developer was brought in to deliver that work. The human contribution was continuous: choosing what mattered, challenging weak outputs and deciding what was ready.

End-to-end ownership.

Pixs brings concepting, experience strategy, brand development, writing, visual direction, product design, implementation and social creative into one connected body of work. It shows how I use AI within a disciplined creative and product process.

The project continues to evolve through launch and store updates. The useful lesson so far: these tools can help me execute across disciplines, while the quality still depends on the thinking, standards and judgment I bring.