SHOPIFY WEBSITE REDESIGN
The 2024 website refresh was a major Shopify upgrade designed to improve performance, usability, and long-term scalability across the ecommerce experience for Black Sheep Performance Apparel.
This work supported a pivotal shift in how running and cycling collections were integrated across the site.
I led the redesign project working closely with our development partner: ebb+flow, to deliver immediate improvements to conversion rate, site speed, and internal systems. The refresh created long-term efficiencies across launches, merchandising, and ongoing site updates.
A key responsibility was managing the migration of product data from legacy templates to a new structure, including the rollout of new data entry points across more than 600 products.
Customer feedback from both new and long-term users informed design decisions throughout the process. The project was delivered on time and rolled out seamlessly, a significant achievement for a small, high-performing team.