Paperless Life moved from Etsy to an independent Shopify store and continued evolving after launch. I worked across information structure, interface design and technical implementation, including a major relaunch and ongoing improvements. New requirements arrived in the middle of an operating business, where each addition had to make sense alongside what already existed.
Process
2019/2020
Establish the independent store
Following the Etsy phase, I developed the Shopify structure, including product and collection pages. This established the framework for presenting and selling the range through an independent store.
Ongoing
Help customers make the choice
Product pages required repeated judgments about useful detail, credibility, product presentation and the route to purchase. Additional content earned its place by helping the customer decide.
Ongoing
Make the range easier to explore
Collection pages combined search-oriented content, tag-based navigation and availability information. My work addressed how customers could explore the range before committing to an individual product.
Ongoing
Accommodate different kinds of purchase
Digital and physical products bring different expectations to the purchase. I designed and implemented structures for those differences, alongside additional content about the business and its tree-planting projects.
Relaunch
Update the store’s foundation
A relaunch on Shopify Online Store 2.0 introduced a new theme, revised architecture and an updated interface. The ongoing product work extended into the store’s technical foundation.
WIP
In ProgressExplore a guided customiser
The customiser is work in progress. The intended flow combines guided configuration, visual feedback, sharing and purchase. Work includes representing configurations, managing the choice load and connecting orders to the correct digital output.
WIP
In ProgressRevisit the accumulated navigation
User signals suggest difficulty with the accumulated navigation. The revision in progress explores routes by product and customer need, clearer labels and breadcrumbs. Its effect has yet to be established.
Methods
Work through the trade-offs
Detail, navigation and technical practicality affect one another. I considered them in the context of the purchase being supported.
Keep the store coherent
Product pages, collections and supporting content need to remain coherent as the store evolves.
Interpret the signals
Analytics, heatmaps and direct feedback supplied questions and priorities for subsequent improvements.
Understand the platform’s constraints
Theme structure, product representation and digital fulfilment shape the options available to the product.
Visuals
Product information and purchase options on the product page.
A collection page for exploring the range.
Supporting content about Paperless Life’s tree-planting projects.
The customiser during development; the illustrated flow remains work in progress.
The work produced an independent store, a subsequent theme-platform relaunch and years of incremental development. At the documented stage, the customiser and navigation revision remain in progress. This case demonstrates sustained involvement across product thinking and implementation, without claiming a measured revenue or conversion lift.