As the brand’s digital presence expanded, I took ownership of the website’s design, structure, and overall eCommerce experience, ensuring that the online environment reflected the same level of precision and craftsmanship that defines the equipment itself.

I led the UI/UX direction of the Shopify site, refining navigation, product discovery, and content hierarchy to better guide both first-time visitors and returning studio owners through the purchasing journey. This included redesigning the homepage as the primary storytelling and conversion hub, balancing brand heritage with clear pathways to key equipment categories, educational content, and purchasing options.

Special attention was given to the primary product collection pages, the second most visited pages after the homepage. I restructured these collections to improve clarity and usability—developing visual hierarchy, refining filtering logic, optimizing product card layouts, and ensuring consistent product imagery and metadata. These improvements helped customers quickly understand equipment types, compare options, and navigate toward the correct apparatus for their studio or practice.

Beyond visual design, I managed the broader eCommerce ecosystem, including product architecture, merchandising strategy, page performance, and conversion-focused content placement. Working within Shopify, I implemented layout improvements, optimized page load performance, and introduced clearer purchasing flows that supported both made-to-order equipment and time-sensitive inventory initiatives like Available Now.

This work unified the brand’s historical storytelling with a modern digital commerce experience, transforming the website into both a credible educational resource and an effective sales platform for a highly specialized product category.