2018 - 2026
Focus Factor Shopify
A Shopify storefront shaped around clearer purchase paths and flexible merchandising.
Problem
Shape a Shopify storefront that balanced brand presentation, product education, and clearer purchase paths for an established supplement brand.
What shipped
Delivered and evolved a Shopify storefront with stronger page templates, responsive usability, and a more flexible setup for merchandising and conversion work.
How impact was measured
Impact was measured through how clearly the storefront supported purchase journeys, how easily merchandising changes could be rolled out, and how well the site held up across devices.
Approach
- Treated the site as both a brand surface and an ecommerce system, not just a collection of pages.
- Worked from real product and merchandising priorities to shape the page templates.
- Built with enough flexibility to support ongoing optimisation and campaign changes.
What I designed
- Key storefront templates across homepage, landing, and product experiences.
- Responsive layouts that better balanced product education with action.
- A cleaner structure for promotions, merchandising, and purchase flow support.
Testing
- Reviewed the templates against conversion and merchandising goals before implementation.
- Checked mobile and desktop behaviour so the purchase journey stayed clear at every breakpoint.
- Validated that ongoing site changes could be made without breaking the overall system.
What shipped
- Production Shopify templates and supporting front-end implementation.
- Responsive improvements across major shopping flows.
- A more flexible storefront foundation for ongoing ecommerce updates.
Impact
- The storefront became easier to merchandise and evolve.
- It also gave the brand clearer purchase pathways without losing visual coherence.