Elyse Breanne Design: Scaling Ecommerce for a Multi-Million Dollar Brand
Elyse Breanne Design’s rapid growth required a seamless ecommerce experience to support increasing demand and wholesale expansion. By optimizing the site’s navigation, restructuring product categories, and enhancing the checkout process, we built a scalable Shopify experience that improved conversion rates and positioned the brand for long-term growth.
Project Overview
Elyse Breanne Design, a rapidly growing e-commerce brand, needed a seamless and scalable shopping experience to support increasing demand from retail and wholesale buyers. I led UX research, site architecture optimization, and full e-commerce redesign to improve product discoverability, simplify checkout, and support high-volume transactions. The result was an intuitive, customer-friendly Shopify storefront that enabled the business to scale to a multi-million-dollar brand with confidence.
The Challenge: Outgrowing an Ecommerce Platform
As Elyse Breanne Design expanded into wholesale and national retail partnerships, its Shopify store struggled to scale efficiently. Challenges included:
Difficult Product Navigation – As the catalog grew, customers found it harder to browse and discover items.
Checkout Friction & Cart Abandonment – A clunky purchasing process resulted in lost sales.
Limited Wholesale Experience – Bulk buyers from major retailers lacked a streamlined way to place large orders.
To support business growth and multi-channel expansion, the site needed a UX overhaul that balanced consumer shopping with a scalable wholesale experience.
The Solution: A Shopify Redesign for Seamless Shopping & Wholesale Scaling
To support the rapid growth of Elyse Breanne Design’s ecommerce business, I implemented a user-centered Shopify redesign that optimized usability, engagement, and scalability.
🛍️ Product Navigation Overhaul – Introduced better filtering and categorization to help customers browse an expanding inventory.
💳 Optimized Checkout Experience – Reduced friction in the purchasing flow, minimizing cart abandonment and increasing conversions.
🏢 Wholesale-Specific Enhancements – Created a dedicated experience for bulk buyers, improving order efficiency for national retailers.
📱 Mobile-First UX Improvements – Ensured a seamless shopping experience across all devices for increased accessibility.
These enhancements resulted in a high-performing e-commerce platform that could scale alongside the brand’s growth while providing a seamless customer experience.
The Outcome: A Seamless Shopping Experience for Rapid Growth
The Shopify redesign created a high-performing e-commerce experience, supporting both direct-to-consumer and wholesale buyers.
🛍️ Enabled Multi-Million Dollar Growth – A scalable storefront allowed the brand to expand rapidly.
📈 Increased Conversion Rates – A streamlined checkout flow reduced cart abandonment.
🏢 Optimized for Wholesale Buyers – Bulk ordering features improved efficiency for large retailers.
📱 Improved Mobile Usability – A mobile-first experience enhanced shopping on all devices.
My Role & Involvement
September 2020 - December 2020
Understanding the Challenge
As Elyse’s reputation and customer base grew, she no longer felt comfortable keeping her business on Etsy alone. In addition to their rising listing costs eating into her bottom line, Elyse was starting to license her designs and sell them wholesale with bigger companies like Target and World Market. Elyse was ready for a site that not only put all listing power in her own hands but also helped her stand apart as an artist and shop owner.
User Personas
Defining the Problem Statement
Elyse needed a site that was easy to navigate, listed all of her products, and set her up as an emerging artist worth collaborating with. It was important that we keep the entire navigation process very streamlined so visitors could fill their carts and purchase easily.
Information Architecture
With the majority of the site being dedicated to the shop’s products and categories for easy navigation, I organized the content on the rest of the pages to highlight Elyse’s experience as an artist and her willingness to license her art and sell it wholesale, etc.
Full Site Design and Development
After confirming the full site layout with Elyse, I got to work building out every element in Shopify for Elyse’s new e-commerce site. After a few iterations and several rounds of custom coding to make the menu as easy to navigate as possible, we were able to launch just before the new year!
Project Team
This project brought together UX, ecommerce strategy, brand design, and Shopify development to create a high-converting online shopping experience.
Lessons Learned
This project reinforced the importance of balancing brand identity with ecommerce best practices. My key takeaways include:
Brand consistency builds customer trust – Aligning UI design with Elyse’s signature aesthetic created a seamless brand experience that strengthened customer loyalty.
Optimized checkout flows reduce cart abandonment – Streamlining the checkout process and removing unnecessary steps made purchasing easier, increasing conversion rates.
Mobile-first design is critical for e-commerce – Given that most shoppers accessed the site from their phones, prioritizing mobile usability was essential to the redesign’s success.
For future projects, I’d emphasize early scalability planning—ensuring that e-commerce platforms can seamlessly adapt to product expansion, seasonal surges, and evolving customer behaviors without requiring major redesigns.
