Elevating the moment of conversion
across 20+ brands on Shopify
THE CHALLENGE
The Product Detail Page is where brand storytelling, product education, and conversion converge. With 20+ brands managing PDPs independently, experiences were fragmented, inconsistent, and difficult to maintain—making it nearly impossible to scale improvements across the portfolio.
IMPACT
I directed the development of a modular PDP framework in close partnership with UX, research, design systems, and UI teams—creating a flexible, content-driven structure that improved clarity, engagement, and conversion while empowering each brand to maintain its distinct voice and product storytelling approach.
Role
VP, Experience Design
Responsibilities
UX Direction / UX Research / UI Design / Design Systems / Cross-Functional Leadership
Brands
20+ ELC Portfolio
Year
2024 / 25
APPROACH & WIREFRAMES
These mobile-first wireframes established a unified foundation for product storytelling and purchase decisions—grounded in user research, Baymard standards, and UX best practices. Every design decision was documented and tied to its supporting rationale, ensuring clarity and confidence at every interaction.
PDP - SIZED PRODUCTS
PDP Variants and STATES
PDP Research support
Design decisions were thoroughly documented, linking each wireframe choice to its supporting user research, Baymard standard, or established UX best practice.
