From blank canvas to branded store: A modular theme system
Empowering store owners to create unique and engaging online stores by developing a theme builder and store editor, similar to industry-leading platforms like Wix, Squarespace, and Shopify.
Where
USA
When
2021-22
Industry
E-commerce
Team
PMs, Developers, QA
Business scope
The goal was to provide merchants with a platform that offered the same level of customization and control found in industry-leading solutions like Shopify and Wix. By developing a modular theme system, we aimed to empower users to create unique and engaging online stores, ultimately driving sales and customer satisfaction.
Problem & Solution
Limited design flexibility and customization options within the platform hindered store owners' ability to create distinctive brand experiences, negatively impacting customer engagement and sales. To address this, a modular theme system was developed. This system provided store owners with the tools to easily customize their storefronts, aligning with industry best practices for user experience and conversion rate optimization.
My role
Collaborated with product managers and developers to align design with business goals.
Conducted in-depth user research and competitive analysis to inform design decisions.
Designed along with a colleague the user interface for both the store editor (admin panel) and the theme builder.
Created the modular components and pre-built templates for various store segments.
Conducted iterative design refinements, and oversaw implementation and quality assurance.
How the problem was solved
System analysis: Evaluated the platform's technical capabilities and limitations to inform system architecture and developers.
In-depth research: Conducted comprehensive research on e-commerce platforms and user behaviors to identify key design elements and pain points.
Component definition: Defined core theme components based on industry standards and user needs, including hero sections, product displays, navigation, footers, color palettes.
Design and development: Created a flexible and scalable theme system using modular components, prioritizing user experience and conversion optimization.
Testing and iteration: Thoroughly tested the system to ensure optimal performance and user satisfaction.
Results - Example of a template
Template for handicrafts using the pre-built components and standard pages such as Home, Product listing and Checkout page. The store owners could customize colors, main sections, hero, navigation style etc…
Template for handicrafts segment
Collection page
Checkout page
Impact & Implementation
A successful MVP was launched and validated in partnership with pilot stores such as Farmers Cart and Pier 1. The modular theme system significantly enhanced design flexibility, accelerated theme creation, and ultimately drove increased conversion rates, demonstrating a positive impact on both store owners and customers.