Digital Brand Experience

Case Study

Challenge

A premium baby sleepwear e-commerce brand specializing in bamboo essentials sought to improve its online shopping experience and conversion performance. Despite offering high-quality products, the store faced challenges with inconsistent product presentation, weak merchandising hierarchy, limited product education, underutilized lifecycle marketing, and a customer journey that created unnecessary friction before purchase.

The objective was to optimize the digital storefront while creating a more intuitive shopping experience that increased customer confidence, engagement, and revenue.

Overview

Led the creative direction and digital merchandising strategy across the Shopify storefront, designing a seamless shopping experience from discovery to purchase.

By combining visual design, merchandising strategy, content creation, and storefront optimization, I helped simplify navigation, improve product education, strengthen brand consistency, and create a more intuitive customer journey that supported conversion and long-term customer engagement.

Platforms:

Shopify
Klaviyo
Canva
Google Analytics
Meta Business Suite

Key Contributions

Rather than focusing only on visual design, I approached the project from the customer's perspective, asking how every touchpoint could better support purchasing decisions. My work combined creative execution with ecommerce strategy by improving both the customer-facing experience and the backend merchandising structure.

LANDING PAGE

PDP

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Store Experience

Redesigned Product Detail Pages (PDPs) to better communicate product features and benefits.
Created promotional landing pages for seasonal campaigns and product launches.
Designed homepage banners and merchandising assets that reinforced the premium brand identity.
Developed product storytelling through visuals, educational content, and merchandising layouts.
Produced creative assets for social media, email marketing, and digital campaigns.

Digital Merchandising

Reorganized collections to improve product discoverability.
Optimized storefront navigation and shopping flow.
Configured product filters and collection organization to simplify browsing.
Improved product information, descriptions, specifications, and merchandising content.
Managed catalog presentation to create a consistent shopping experience across the storefront.

Customer Journey

Designed lifecycle email campaigns supporting customer acquisition, retention, and repeat purchases.
Developed promotional campaigns across multiple customer touchpoints.
Applied cross-selling and upselling strategies to increase average order value.
Ensured visual consistency across Shopify, email marketing, and social media.

sKILLS

Digital Merchandising • Ecommerce Experience Design • Shopify • Conversion Rate Optimization (CRO) • Product Detail Pages (PDP) • Information Architecture • Visual Merchandising • Collection Strategy • Navigation Design • Storefront Optimization • Product Storytelling • Campaign Design • Landing Pages • Email Marketing • Klaviyo • Content Strategy • Canva • Google Analytics • Figma

RESULTS