All workCase study · Shopify
Homegrown
Market
E-commerce UX Audit
& Storefront Redesign
An independent review and redesign direction for an established multi-brand store that needed a clearer, more seamless shopping experience.
Project overview
- Project
- E-commerce UX Audit & Storefront Redesign
- Platform
- Shopify
- Role
- E-commerce Consultant / Digital Experience
- Scope
- UX audit, information architecture, storefront design direction, functional requirements, developer coordination and implementation
01 · Challenge
The existing website had become visually overwhelming, difficult to navigate and needed to provide a more user-friendly and seamless shopping experience.
Rather than providing a predefined list of changes, the client asked me to independently review the entire website and recommend what should be improved.
02 · Approach
I reviewed the Shopify store page by page from both a customer and e-commerce perspective. The review identified opportunities across navigation, catalog organization, visual hierarchy, page structure, responsive layouts, product discovery and functionality.
I developed a new storefront direction starting with the homepage, improving the overall visual hierarchy and creating a clearer path into the shopping experience. I also restructured the Women and Men shopping journeys around clearer categories and subcategories, refined collection layouts across desktop and mobile, reorganized product-page information and improved product discovery across the store.
From there, I translated the proposed direction into detailed page-by-page design and functional requirements for implementation.
Homepage
Women / Men
Navigation & category architecture
I restructured the navigation around distinct Women and Men shopping journeys, with clearer categories and subcategories to make the large multi-brand catalogue easier to browse.
Requirements excerpts
I translated the approved direction into detailed page-by-page design and functional requirements for development.
Navigation
Restructure the shopping journey into distinct Women and Men experiences, supported by clear categories and subcategories.
Collections
Create consistent collection-page structures across desktop and mobile, with clearer hierarchy and easier product discovery.
Product pages
Reorganize product information so essential shopping details are easier to scan and understand.
Responsive behavior
Document the intended layout and interaction behavior for each key storefront page across screen sizes.
Functionality
Define the custom development needed beyond the existing Shopify theme and coordinate its implementation.
03 · Implementation
From approved direction to the live Shopify store.
The recommendations were presented to the client and refined following feedback. Once the direction was approved, I hired and managed an external developer for the custom development required and remained responsible for the experience through implementation and delivery.
The approved redesign was implemented on the live Shopify store.
04 · Post-launch
The storefront continued to evolve.
Following the initial redesign and implementation, the client returned with new requirements as the store evolved. I continued to support the storefront, working through additional functionality including a custom gift-wrapping experience at checkout and more advanced product filtering beyond the limitations of the existing Shopify theme.