Project Overview

Shopify.com Global Redesign

Shopify is the world’s leading ecommerce platform, supporting millions of merchants from solo entrepreneurs to enterprise clients.

This project involved defining Shopify’s evolving brand identity, building new visual and content design strategies, and overhauling the entire Shopify core website to align with the new strategy. This required a complete overhaul of the core website and global navigation menu, as well as localizing and translating content for more than 30 unique locales, and working closely with engineering teams to migrate the new site to a better-optimised code base. Additionally, we built an atomic Design Library to equip design teams across the org to quickly spin up new assets to complement the new site, and an internal CMS tool to facilitate efficient page updates.

My role:

- User research and analysis
- Content strategy for home page and core product pages
- Content guidelines for Design Library
- Audience messaging framework MVP
- Localization
- Terminology
- Usability testing

The Results:

This redesign resulted in a user-to-customer conversion rate increase of 3% across the global site, 6.47% across core product pages, and 24% for Shopify's free trial landing page.

Drag

The Process

Conduct deep user research to understand where the current site experience was failing to engage users, and find the areas with the greatest need for improvement.
Analyse website visitor data and audience insights to determine the best content strategy for the most engaged audience segments.
Design messaging frameworks to guide the narrative strategy on Shopify.com core pages.
Determine branding and design strategy in conjunction with senior stakeholders.
Redesign a set of core website pages to match the new Shopify branding.
Design and test a new information architecture strategy to apply to a redesigned global navigation menu.
Manage pre-launch quality assurance checks for content accuracy and seamless functionality across all redesigned pages.
Ensure all redesigned pages are translated and localised across more than 30 regions worldwide.
Develop a comprehensive design library to equip creative teams across Shopify to create or update pages to complement the new Shopify branding and website design.
Design internal CMS to enable seamless updates to site pages.