Role: E-Commerce Developer & Product Manager Timeline: 5 Weeks (Development to Launch) Tools: Shopify, Klaviyo, HTML/CSS, Canva, Google Analytics Skills: CMS Management, Theme Customization, UX/UI Design, Email Automation
Shop Utopua E-Commerce Build
Shop Utopia is the proprietary e-commerce destination for the Utopia ecosystem. I designed, developed, and launched the full online store to support multi-currency transactions, product drops, and digital content distribution.
My goal was to create a seamless shopping experience that mirrored the brand's bold aesthetic while optimizing for mobile-first conversion.
The ChallengeBuilding a brand store isn't just about picking a theme. I needed to solve for:
Customization: Modifying standard Shopify themes to match Utopia’s specific typography and layout needs.
Conversion: Ensuring product pages (PDPs) were persuasive without being cluttered.
Retention: Setting up automated flows to capture leads and recover abandoned carts.
Operations: Integrating inventory management for both physical and digital products.
I approached the build with a user-centric mindset. The site needed to feel less like a transaction and more like an extension of the magazine.
Visual Hierarchy: Prioritized large imagery and bold typography to align with our editorial style.
Mobile Optimization: Focused heavily on mobile UX since 85% of our traffic comes from Instagram/TikTok.
Scarcity Tactics: Implemented low-stock alerts and countdown timers for drops to drive urgency.
EXECUTION & VERTICALS
Shopify Architecture & Theme Customization
I customized the Shopify theme using Liquid/HTML/CSS adjustments to create unique section layouts.
Homepage: Built dynamic sections for "New Arrivals," "Best Sellers," and "From the Magazine" to cross-pollinate content.
Navigation: Simplified menu structure to reduce friction for first-time visitors.
2. Product Page (PDP) Optimization
I structured Product Detail Pages to maximize "Add to Cart" rates.
Content: Wrote compelling, benefits-driven product descriptions.
Visuals: Integrated high-res zoom functionality and size guides.
Trust: Added shipping policies and easy return info directly on the page to reduce purchase anxiety.
3. Lifecycle Marketing (Klaviyo Integration)
I set up the email marketing infrastructure to nurture customers beyond the first visit.
Welcome Series: Designed a 3-part automated flow for new subscribers (introducing the brand + discount).
Abandoned Cart: Created recovery emails with dynamic product blocks to bring high-intent users back.
Pop-ups: A/B tested exit-intent pop-ups to capture emails.
Results and Impact
Optimized CX
Achieved a mobile-friendly, branded storefront that handles spike traffic from viral drops.
Operational Efficiency
Automated inventory syncing reduced manual work by 50%.
Retention Engine
Klaviyo flows now account for a significant portion of recurring revenue.
Conversion
validated the "Beauty Tech" hybrid concept through high engagement on UI concepts and digital Maintained healthy conversion rates during peak campaign periods.
What I learned
