Unifying product discovery across
20+ brands on Shopify

THE CHALLENGE
20+ brands managed product listing pages independently—creating fragmented experiences that were inconsistent and difficult to scale. The organization needed a unified, flexible framework that could improve performance and accelerate time to market without flattening each brand's distinct identity.

IMPACT
I directed multidisciplinary teams across UX, research, design systems, and UI to define and deliver a modular PLP framework—moving from a decentralized execution to a shared system that improved consistency and accelerated speed to market. The flexible component system allowed each brand to maintain its visual identity through configurable typography, color, and spacing within a unified enterprise foundation.

Role
VP, Experience Design

Responsibilities
UX Direction / UX Research / Design Systems / UI Design / Cross-Functional Leadership

Brands
20+ ELC Portfolio

Year
2024 / 25

APPROACH & WIREFRAMES
These Shopify wireframes established a mobile-first foundation grounded in user research, Baymard standards, and UX best practices—streamlining navigation, filtering, and product discovery while preserving each brand's unique creative expression.

Every design decision was documented and tied to its supporting rationale.

PLP VARIANTS & STATES

PLP Research support

Design decisions were thoroughly documented, linking each wireframe choice to its supporting user research, Baymard standard, or established UX best practice.