About Yummy Colors
I've spent 20+ years designing digital experiences, most of it leading eCommerce for large brands and the agencies that serve them: brand strategy, UX, conversion design, and the design systems that keep all of it consistent across a catalog. I graduated from UCLA with honors, cum laude, in Design, focused on interactive, interface, and graphic design. The core problem has been the same ever since, and it extends well past how a site looks. Customers decide whether to trust a brand with their payment information based on how the entire customer journey holds together: consistent brand presentation at every touchpoint, an interface that behaves the way people expect, and each interaction reinforcing that they're in capable hands. Handled well, trust is established long before anyone reaches the checkout page.
Yummy Colors exists because that discipline shouldn't be limited to companies with agency budgets. Artists, local businesses, and mission-driven brands usually have the strongest story and the least support in telling it online, and the storefront is where that story turns into revenue.
We work as a small team. I lead customer discovery, design direction, and the design system. A development partner handles theme customization, app configuration, data migration, and quality assurance across browsers and devices. That division is deliberate: the design doesn't get compromised by what's convenient to code, and the build doesn't get compromised by a design that ignores how Shopify actually works.
The operating principles are straightforward. Good design solves a problem. I do what I say I'll do, I communicate directly even when the conversation is difficult, and I scope work honestly so you know exactly what you're getting before we start. I help you grow your business, because when you're successful, it's a win-win.
What clients and colleagues say
“Working with Annalisa and her team on the Nature Made website was genuinely one of the best agency collaborations I've had. They didn't just execute against a brief, they helped us articulate our vision, starting with a user journey mapping exercise that became the foundation for everything that followed, from optimizing UX flow to developing a scalable content hierarchy across the homepage, PDPs, and category pages. Their expertise was rooted in industry best practices but never one-size-fits-all, with recommendations tailored to our needs. When it was time to hand off to our internal team, they set us up with the detailed guidelines and specs to keep moving forward on our own.”
Kerri Kato Halsey, Fractional eCommerce Product Leader · client, Nature Made
“Annalisa is a rare combination: a deep e-commerce expert, a sharp mind for business, a genuinely talented designer, and a compassionate leader. She was our team's go-to on both the commercial side and the design side, and she shared what she knew freely.”
R. Rebecca Carter, Content Strategist and UX Content Designer
“At Guidance, she built an elite design team serving brands like Benefit Cosmetics, Nature Made, and James Perse. She was instrumental in sales pitches to C-level stakeholders and scoped work to ensure strong profitability. Simply put: having Annalisa in the room won us deals.”
Jon Provisor, Senior Vice President, Growth at OneMagnify
“She wants her clients to succeed, not just on paper but for real, and she'll consistently go the extra mile to do right by them. Annalisa gets what a client's creative vision and business goals are nearly instinctually, and has spent years building out the processes, documentation, and strategic frameworks that turn that instinct into a reliable foundation for creative work regardless of the client or vertical.”
Serena Illescas, Design Director
Kerri was a client on eCommerce work led at a previous agency. The others are colleagues and leaders I've worked with directly. None are Yummy Colors clients.