Re-engineer the existing pages
I led the design work across every page of the existing store before establishing its shared design system.
Design case study / TOV Furniture
Re-engineering a storefront. Establishing its design system.
Led design for TOV Furniture’s existing Shopify store: re-engineered every page, then established the product’s design system. The mobile PDP overhaul increased mobile conversion by 15%; the design system reduced front-end development time by 20%.
My role
Senior Shopify UX Designer · Design lead · Contract · Remote
Timeline
Sep 2024 – Feb 2025
Platform
Shopify storefront · Mobile-first and desktop
01 / Context
An existing store without a shared foundation.
TOV Furniture already had a Shopify storefront, but there were no shared design guidelines or design system to follow. The work began with re-engineering the existing pages before establishing the system.
I worked as the design lead for this effort, covering every page of the storefront and then establishing its product design system.
FullStory session recordings and heatmaps informed the diagnostic phase, including the mobile product detail page work.
02 / Constraints
Designing within a Shopify storefront.
The work covered mobile-first and desktop storefront experiences using Shopify principles for customer-facing components.
03 / The approach
Re-engineer the pages, then establish the system.
Refine the mobile product pages
The mobile-first PDP overhaul included optimised image galleries and sticky add-to-cart CTAs, informed by FullStory.
Establish the design system
After re-engineering the pages, I established and governed a Shopify storefront design system for the product’s customer-facing components.
04 / Design system
A Shopify storefront foundation.
I established and governed a dedicated storefront design system based on Shopify principles and optimised for customer-facing components. Front-end development time fell by 20%.
05 / Outcomes
Two results, from two parts of the work.
+15% mobile conversion: attributed to the mobile-first PDP overhaul, including image galleries and sticky CTAs.
−20% front-end development time: attributed to the storefront design system.
06 / Evidence
The work behind the outcomes.
Live product: TOV Furniture ↗ — the current storefront may differ from this contract work.