2018 - 2026
Flat Tummy Co
A Shopify storefront built and maintained for responsive merchandising and everyday ecommerce work.
Problem
Support a high-change Shopify storefront where campaigns, merchandising priorities, and responsive ecommerce requirements were constantly evolving.
What shipped
Maintained and extended a Shopify storefront that stayed flexible for merchandising while improving day-to-day usability across homepage, collection, and product experiences.
How impact was measured
Impact was measured through merchandising flexibility, rollout speed for new campaigns, and how smoothly the storefront supported product discovery and purchase paths.
Approach
- Worked from the realities of ecommerce operations rather than treating the site as a fixed design artifact.
- Prioritised reusable Shopify sections so campaigns and merchandising updates could move faster.
- Kept responsive behaviour and shopping-flow clarity central across ongoing changes.
What I designed
- Storefront patterns that supported merchandising, product discovery, and ongoing content changes.
- Responsive behaviours for key browsing and product-detail touchpoints.
- Reusable theme structures that reduced friction for future updates.
Testing
- Checked storefront updates across devices to make sure product browsing and purchase paths stayed clear.
- Reviewed changes against merchandising goals and campaign requirements before rollout.
- Validated that new sections could be reused cleanly without introducing layout drift.
What shipped
- Ongoing Shopify template and section development.
- Responsive improvements across homepage and product experiences.
- A more maintainable storefront foundation for continued campaign work.
Impact
- The storefront became easier to update under real campaign pressure.
- It also supported a steadier user experience despite frequent merchandising changes.