Defining a scalable Shopify PDP content framework for 20+ global brands
THE CHALLENGE
Shopify's flexibility created a new problem—without predefined structure, modular content blocks could be combined endlessly across 20+ brands, leading to inconsistent layouts and diluted storytelling. The organization needed a standardized framework that could guide how product stories are structured and scaled while preserving each brand's distinct approach.
IMPACT
I defined and directed five intent-driven PDP templates—structured around product storytelling objectives rather than category constraints. Working across Design Strategy and Product teams, we established a scalable content architecture that strengthened clarity, improved governance, and ensured consistent execution across the portfolio.
Role
VP, Experience Design
Responsibilities
UX UI Direction / Content Strategy / Design Systems / Cross-Functional Leadership / Stakeholder Presentation
Brands
20+ ELC Portfolio
Year
2025 /26
Intent-Driven TemplateS
banner forward
Anchored by full-bleed video or static hero visuals, this template layers supporting content blocks to deliver immersive brand storytelling—building emotional connection and driving conversion through elevated creative expression.
video first
Places video at the center of the PDP experience, supported by select content blocks for narrative reinforcement. Built to maximize emotional impact and drive confident conversion through cinematic brand expression.
Image grid
A balanced template that uses an equal mix of visual and content blocks to showcase product variety. Built to highlight visual diversity and support conversion through structured comparison and storytelling.
card stacking
A visually driven template using stacked cards and concise content to spotlight what shoppers scan for—key benefits, ingredients, usage, and social proof. Built to elevate scannability and support confident conversion through structured visual hierarchy.
content forward
A benefits-focused template built for skincare and haircare — centered on the information shoppers need to make confident decisions: results, ingredients, usage, and social proof. Structured to build trust, reduce friction, and drive conversion through clarity-led content hierarchy.
WORKSHOP OUTPUT
All output was informed by primary and secondary research and close collaboration across Online Business, Product, UX, and Brand Creative teams—ensuring alignment with both user needs and commercial objectives.
Category Priorities
Category Nuances
