Standardizing a modular content system across 20+ brands on Shopify
THE CHALLENGE
20+ brands were managing dozens of unique content blocks independently—creating fragmented, inconsistent experiences that were difficult to maintain and nearly impossible to scale. A standardized, reusable system was needed that could streamline development while preserving each brand's distinct storytelling approach.
IMPACT
I defined and directed a scalable library of 12+ modular enterprise content blocks—auditing existing experiences, identifying standardization opportunities, and validating components for usability and clarity. The resulting system balanced consistency with flexibility, accelerating time to market while enabling each brand to maintain its unique voice.
Role
VP, Experience Design
Responsibilities
UX UI Direction / Content Strategy / Design Systems / Cross-Functional Leadership / Stakeholder Presentation
Brands
20+ ELC Portfolio
Year
2025 /26
THE SYSTEM IN PRACTICE
Banner BLOCK
Anchors key brand moments across homepage, landing, and editorial experiences through immersive imagery, motion, and cinematic video. Built for flexibility—balancing premium creative expression with scalable performance across the enterprise platform.
video block
Delivers high-impact storytelling through motion and sound—enhancing engagement and strengthening message retention. Validated for seamless playback and flow across the enterprise platform.
GET THE LOOk BLOCK
Bridges inspiration and commerce—guiding users from editorial storytelling to shoppable products. Research-driven refinements addressed clarity challenges surfaced in user testing, improving comprehension and engagement.
regimen BLOCK
Shows consumers how products work together to amplify results—building confidence and guiding more informed purchase decisions. Refinements reduced information overload and clarified product relationships through iterative testing.
CARD base BLOCK
Supports secondary content and product highlights across homepage, PLP, PDP, and editorial surfaces. A scalable, reusable layout that maintains clarity while adapting naturally to each brand's visual system.
