Redesigning the digital infrastructure of a lean multi-channel retailer
BACKGROUND
When a lean e-commerce company hit $1M in revenue selling surplus industrial parts, it found itself at a crossroads: how to grow beyond eBay, regain control over its customer experience, and build the infrastructure needed to scale.
GOALS
I was brought on as the company’s first and only designer, tasked with reviving its neglected Shopify site, integrating a centralized inventory system, and creating a consistent, scalable brand presence across digital channels.
OUTCOME
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389% increase in Shopify sales post-launch, stabilizing at over $5,000/month, or $60K+ annually
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4+ consistent brand touchpoints applied to Shopify, eBay, YouTube, and internal tools
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33% more products uploaded daily with a centralized workflow adopted by the team
ROLE
Product Designer (Web, UX, Systems)
Owned digital storefront design, Shopify customization, inventory integration workflows, internal documentation, and brand guidelines. Sole designer on a 6-person team.
DURATION
12 months
TOOLS
Shopify CMS, Shopify Flow, Liquid (code), 3D Sellers, Google Analytics, Canva, Excel, Loom, Figma (light)
COLLABORATORS
Daniela Urquiola — Director of E-Commerce
Kevin Duran — Product Strategist
Mafer Dompablo — Product Specialist
Cesar Anzola — CEO
UX TRUST-BUILDING
LED COMPLETE WEBSITE REDESIGN
Before and after comparison of the company's website home page.
AUTOMATIONS
VIBE-CODED CONDITIONAL CHECKOUT FOR PRESCRIPTION ITEMS
Using Liquid code, I customized the Shopify theme to achieve company-specific needs.
Conditional check-out to stay compliant and ease admin workload.
SCALING
IMPLEMENTED CROSS-PLATFORM LISTING RULES IN 3P SYSTEM
Built and tested cross-platform listing rules to ensure compatibility, enabling risk-free synchronization to multiple marketplaces.
Centralized inventory displays product data and active marketplace listings.
DESIGN CULTURE
PRODUCED DIGITAL-FIRST DESIGN SYSTEM
Defined accessible color scales, UI typography, and layout logic tailored to e-commerce needs.
Book included educational text and examples to help non-designers best.
BRAND TOOLS
MET NON-DESIGNERS WHERE THEY'RE AT
Built a team-friendly brand book, icon system, and editable templates for marketing assets.
Branded templates made on Canva for easier application.
SYSTEM ADOPTION
ESTABLISHED ACCESSIBLE DOCUMENTATION FOR TEAM
Developed internal documentation and training materials to support long-term team adoption.
Library of training videos for the new e-commerce standard operating procedure.