Shopify

Personalised, data-driven recommendations on the Shopify admin home, helping existing merchants make better decisions and grow their business.

Goal: turn patterns in merchants' own data into insights they can act on, improving their commerce metrics and cross-selling Shopify products that help them grow.

My role: I championed end-to-end UX for this complex, data-driven project, which introduced a brand-new component to Shopify. I designed the insights with content, presented them in stakeholder reviews, and worked through concerns from UX, content, engineering, data and senior leaders across the Core and Growth orgs.

Outcome: shipped the MVP. The insight card reached a 12–15% engagement rate, versus 0.2% for other home cards.

A single-panel setup guide that makes it easy for merchants to move between the tasks they care about, replacing a multi-layered guide that was hard to navigate.

Goal: make it easier to move between tasks in the guide, improving navigation and overall task completion.

My role: I designed the original MVP in 2021, then championed the experiments that kept improving guidance through 2023. I designed the single-panel UI/UX across multiple iterations and stakeholder reviews, addressing key interactions, usability concerns and edge cases.

Outcome: the single-panel design was approved as the next improvement to persistent guidance.

Letting merchants mark setup tasks complete themselves, so the guide reflects their real progress, not just whether they visited a page once.

Goal: tasks like adding products or editing a theme are ongoing, not one-time clicks. Giving merchants control over completion makes the guide more useful and their progress more accurate.

My role: I championed the UX end to end. I led a UserZoom study and concept testing that showed merchants wanted more control over their tasks, presented the recommendations, pitched the hybrid model to the team, and designed every interaction for desktop and mobile web, down to the checkmark animation.

Outcome: launched as an experiment, then fully released. It's live across all guides.

An internal tool for teams across Shopify to create, edit and manage the tasks that appear in merchant guides.

Goal: a simple, intuitive interface so Shopifolk across many teams could manage guide content without friction.

My role: in 2022 I co-designed the MVP with another designer on Polaris. I then redesigned the platform on Material UI, refreshing the interface and improving the task-creation flow, usability and content.

Outcome: the redesign was approved as the next improvement to the dashboard.

Every task in a guide needs an illustration. What started as a team effort became mine to own as guidance grew, and I supported other teams as they launched new guides.

My role: I designed illustrations as new tasks were created, set guidelines based on Shopify's brand for other designers to follow, and reviewed and collaborated on new illustrations across teams.

Outcome: 40+ illustrations, and a consistent, high-quality visual language across onboarding guides.

Annual plans save merchants up to 25%, but most never found them in the existing pricing design.

Goal: make annual savings more visible on the pricing page, and test showing annual plans earlier in the billing flow to lift adoption.

My role: I ran a competitive analysis, designed UI improvements to the plan picker and pricing flow, updated the marketing landing page, and designed multiple variants for the experiment.

Outcome: a lift in annual plan adoption, which led to further experiments on the pricing flow.

An internal CMS for Shopify's Education team to upload course content to Compass.

Goal: uploading a course used to take days and a developer. The aim was an MVP workflow that let course producers upload an average course within a day, with no dev support.

My role: I championed the UX end to end. I audited the existing experience, mapped the platform's IA, proposed a simplified workflow and built a component prioritization matrix to define the MVP scope. Then I prototyped and refined the CMS on the Polaris design system.

Outcome: shipped the MVP. Course producers could upload a course within a day, with zero dev support.

A paid experiment giving merchants 1:1 time with experts from Shopify's partner ecosystem, for deeper, more actionable learning.

Goal: go beyond tutorials and courses by connecting merchants with instructors who could help them directly.

My role: I mapped the user journey across pre-event, event day and post-event to define needs and requirements, designed the landing page and email assets, and built the event landing page on Splash.

Outcome: a successful experiment. Participants called out the value of the expert sessions and how much the custom store audits improved their stores.

A six-video series with the Try Guys to support people starting businesses during the pandemic.

Goal: help new and aspiring merchants get started with Shopify, and drive traffic to Shopify Learn with landing page content designed to convert after the series.

My role: I designed the landing page and social media assets for this short project.

Outcome: the series launched on YouTube, reaching Zach's 8M+ subscribers and driving new traffic to Shopify Learn.