Sabrina Kantor

MSCHF

lead frontend engineer

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As the lead developer on the MSCHF ecommerce website, I implemented a complete redesign of mschf.com. This included refactoring the site to use a new API for real time product data, implementing product variants and applying new visual design. I worked closely with design and product to build new features including carousels, variant selectors and product template pages. Beyond engineering, I participated in company-wide brainstorms.

MSCHF Redesign

My first project at MSCHF was a complete redesign of their e-commerce website. At the time, mschf.com was around six months old. Each product page was totally unique and built entirely by scratch. While this allowed us to create a fun new experience for each product, it had also become impractical to as MSCHF began to release more and more products. It was also hypothesized that creating a more standardized and easy to use product page would help conversions. In addition, the site while beautiful and clean, didn't quite fit with MSCHF's chaotic persona. These pain points resulted in the mschf.com you see today.

Experiments

- Shop and Work page switch
- Adding Featured Drop section to increase traffic to ongoing product pages
- Adding Cart feature
- Creating "Now Reading" section as a fun easter egg

Takeaways

There was a lot of room to play with in terms of keeping the site fun without any negative effects. Surprisingly, switching shop and work sections had a negligible improvment on evergreen sales. The power of MSCHF's brand meant users were not detered by extra clicks or intentionally odd UX (the cart experience for example). In fact, these elements only helped strengthen the brand and experience of the website.

Adding opportunites for discovery beyond products was very sucessful One intresting area of feedback we analyzed at MSCHF was the MSCHF reddit. The brand has a large group of incredibly dedicated fans. We watched in real-time as the MSCHF redditors discovered our updates to the site. Adding the additional easter eggs was immediatly noticed and great for engagment. Promoting the "Free Movie" project (a movie where each frame is drawn by a user) created enough traffic that the last thousand frames were finished in a week.

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Vimeo

fullstack software engineer

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Originally joining as an intern, I spent over four years working on the Vimeo web app. During my time at Vimeo, I worked in a multitude of different product areas including collaboration tools, teams and video management. I worked across the stack on features including commenting, video sharing, teams, video privacy, email notifications and much more.

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Bean

jewelry fabrication, web design, photography

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Bean has been my passion project for almost five years. I originally started making polymer clay jewelry during the pandemic but have since begun creating solid sterling silver and gold jewelry using the Lost Wax Casting process. Beyond learning the art of metal smithing I have picked up skills in photography, graphic design, packaging design, art direction, web design and much more. Website and more designs to come!

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