A selection of recent Shopify and ecommerce UI work, followed by a conversion-focused redesign showing how I move from evidence to hypothesis, interface decisions, and post-launch learning.
Each example was designed by me from initial structure through final interface execution, with attention to responsive behavior, merchandising needs, and build feasibility.
A premium collection experience that combines campaign imagery with a clear product grid. Editorial placements break up repetition without interrupting shopping, while filters, view controls, and product information remain restrained and easy to scan.
A high-consideration product page that organizes complex configuration choices without overwhelming the customer. The design gives equal attention to product imagery, financing, variant availability, promotional offers, and two distinct conversion paths: purchase or book a test ride.
A ground-up ecommerce experience created for Delta's centennial collection. I worked directly with the Delta team from wireframes through interface design and development. The launch generated approximately $800K in its first 24 hours.
A visual and structural refresh for a multi-brand beauty retailer. The system introduced clearer shopping paths, brand-led calls to action, reusable merchandising sections, and a more consistent interface across homepage, collection, and product pages.
This was a full-site optimization with post-launch review, not a controlled A/B test. The process combined Shopify data, Microsoft Clarity, UX analysis, and direct operational input from the owner.
Beautyhabit had loyal returning customers and a large catalogue, but the site had weak information architecture, low-contrast white buttons, and a homepage with competing content and no clear shopping hierarchy.
Featuring new inventory required coordination between products, collections, and one-off graphics. Hero images were difficult to keep consistent, and the owner could not easily place products into the right collection and have them appear automatically.
I reviewed Shopify data, Microsoft Clarity behavior, the existing navigation and collection architecture, and recurring merchandising problems described by the owner. Together, they indicated friction in both customer discovery and internal content management.
If the homepage reflected the ways people naturally shop beauty products, returning customers received a direct route to new inventory, and primary actions became more prominent, customers would reach relevant products with less effort.
Restructured the homepage around recognizable shopping modes and clearer routes into the catalogue.
Added “New” to the primary navigation for the loyal customers who regularly returned to see recent additions.
Replaced low-contrast white actions with selective, filled buttons using the brand palette.
Introduced New, Best Sellers, and Our Favorites as collection-driven homepage modules.
Created predictable hero and promotional patterns so new campaigns could be updated consistently.
Clarified PDP hierarchy and gave the add-to-cart action stronger prominence.
Following launch, Shopify reporting showed an increase in sales. Because multiple parts of the storefront changed together and there was no concurrent control, I treated that increase as directional evidence rather than attributing it to one UI decision.
Microsoft Clarity was used to review how visitors interacted with the new navigation, merchandising sections, and primary actions. Operationally, the owner gained a repeatable way to organize products into Shopify collections and surface them on the homepage without rebuilding the layout.
Low conversion was connected to weak CTA visibility, unclear product hierarchy, and missed opportunities in high-traffic editorial content. I added category-led discovery on the homepage and collection pages, introduced filled calls to action, and placed contextual commerce CTAs throughout blog content.
