Henry joel

A UX-driven redesign of a Shopify store focused on conversion, brand perception, and premium product experience

Discovery / Research

The project started as a Shopify Plus store built on a paid template priced at approximately $400. The main challenge was to preserve the core visual style of the selected theme while eliminating the generic “template-store” feel. From a business perspective, the goals were to reduce bounce rate, improve the overall shopping experience, and elevate the perception of the brand as a luxury product.

Impact

Time on Site increased

0%

Bounce Rate decreased

0%

Conversion Rate grew

0%

Product Page Engagement increased

0%

Add to Cart Rate improved

0%

Problem Definition

The original solution had several limitations. The visual design felt templated and lacked a sense of premium quality. The product detail page functioned as a simple product display rather than a conversion-focused sales page. Category structure and filtering were basic and did not support efficient product discovery. Additionally, the store did not communicate the value of an expert-led, personal brand — a professional hair stylist launching his own cosmetic line. The key objective was to transform a standard Shopify store into a branded, high-end eCommerce experience.

User Flows & Information Architecture

The standard Shopify user flow was analyzed and restructured. Navigation across categories and subcategories was optimized, filtering logic was refined, and a clear user journey from discovery to product detail page and add-to-cart was established. The primary focus was minimizing friction and simplifying decision-making throughout the purchase flow.

Wireframes

The site structure was redesigned from the ground up. The homepage was reoriented to highlight brand identity and the founder’s expertise. Collection pages were rebuilt with a clear visual hierarchy. The product detail page was reimagined as a standalone conversion-focused landing page, with carefully structured trust elements, persuasive content blocks, and a deliberate scroll narrative.

UI Design

The redesign follows a modern, minimalist approach with an emphasis on clean typography and premium visual hierarchy. The visual “cheapness” typical of off-the-shelf Shopify themes was removed while preserving the core DNA of the original template. The final design reinforces the status of a personal, expert-driven brand and elevates the perceived quality of the product line.

Design System

A scalable component-based design system was created, including buttons, forms, and product cards with fully defined states (hover, active, disabled). The system was built to support future product line expansion while maintaining visual consistency across the entire store.

Prototyping

Interactive prototypes were created for key user scenarios, including the full purchase flow from the product detail page. Mobile experience was treated as a priority due to its importance as a primary traffic channel. Prototyping allowed for early validation of logic and interactions before development.