CLIENT
Southern Pride BBQ Smokers
ROLE
UX/UI, Web Design, Photo Editing
AGENCY
FoxFuel Creative
Creative Direction, Michael Hutzel
At FoxFuel, I led the full redesign of Southern Pride’s website, overhauling their visual system and designing a custom “Smoker Builder” experience. I handled the UI/UX from the ground up, turning a complex product line into a clear, intuitive configuration tool for buyers.
The redesign centered on clarity and usability. I cleaned and standardized hundreds of smoker images, built a scalable component system, and mapped a configuration flow that mirrors how operators actually shop. The Smoker Builder became the anchor feature, guiding users through options, accessories, and specs with a clean, frictionless UI.
