OVERVIEW

I led the research, design, and project management of a custom Shopify store leading to 20% sales increase and $30 average order value increase.

FULL DETAILS

Better Life Bags had built a successful business model in metro Detroit, but their old website couldn’t keep up with their needs. To support their growth, I redesigned their web experience from the ground up, focusing on a seamless custom bag-building experience.

As the researcher, design, and project manager, I led the effort to create a first-of-its-kind bag customization experience on Shopify, working closely with the development team to push the platform’s capabilities beyond its standard offerings while also maintaining the timeline and making decisions that balanced functionality with cost. My research included user testing and feedback sessions with both current and prospective customers to ensure the builder was intuitive and feature rich.

The primary user experience upgrade was the new custom bag builder, which provided an interactive, real-time preview of design choices. Using the builder, customers could customize up to 7 different parts of their bag step by step. This not only improved user confidence in their purchases but also created upsell opportunities by showcasing premium fabrics and customization options.