I led the redesign of Shopify Fulfillment Network website, which includes Overview, Features, Pricing and FAQ pages. Fulfillment can be complex to understand, especially for growing merchants, so it was equally important to analyze their perspective to determine what our marketing drivers should be for these pages.

I conducted interviews with merchants to collect feedback based on the page's content, design and information architecture. Internally, I ran a workshop with around a dozen people across engineering, marketing and design to participate in a competitive landscape audit and page building exercise.

In our research, we learned that pricing is one of the first things a merchant asks about when considering SFN. Transparent and simple pricing is one of the key differentiators between Shopify and its competitors. In order to reach merchants further up the funnel, I collaborated with our product team to create a simple pricing calculator that works similar to a shopping experience. There are options to enter your own item or use real, eligible products and it will estimate the costs for fulfillment and storage.

It was vital to create stories that offered reasons to believe and real world examples of SFN in action. I worked with the video team to create and tell Shopify Fulfillment Network merchant stories. With a limited budget and accelerated timeline (we built this video in two weeks), I designed frame by frame art boards to allow production to work quickly.

I led the creation of our team’s UI component system. There are several detailed areas of the fulfillment process within the app like inbounding, inventory and orders that require simplified views for marketing purposes. We created this master library with guidelines on how to use, as well as contextual examples.

This work led to a bigger initiative at Shopify to create a source of truth for all marketing UI styling. Several teams within Shopify used this library for their own needs.

Shopify Fulfillment Network was featured in the Shopify app store, and I created illustrations to represent product benefits like order fulfillment, storage, returns and freight with the goal to generate leads at more top of funnel marketing.

These UI components came into play when creating deliverables like paid ads. I designed and animated our ad sets for Instagram, Facebook and Google.

During my time on the SFN team, we saw an increase in product adoption at every step of the funnel. Targeted marketing initiatives increased leads by +110% and 3 times as many app installs. All of this work helped inform what was next for Shopify: an expansion of the fulfillment network into full service logistics.