Elyse Breanne Design: Scaling Ecommerce for a Multi-Million Dollar Brand
Elyse Breanne Design had built a loyal following with its bold, botanically inspired products—but the site’s structure was holding the brand back. Shoppers struggled to navigate the catalog, especially on mobile, and the checkout experience introduced unnecessary friction.
I led a full UX redesign—restructuring the site’s architecture, optimizing for mobile, and refining the checkout flow to support higher conversions without compromising the brand’s creative voice.
The result was a shopping experience that felt as joyful and intentional as the products themselves—ready to scale with the brand’s rapid growth.
The Challenge: Outgrowing an Ecommerce Platform
Elyse Breanne Design’s rapid growth had outpaced its existing ecommerce platform. As new products launched and demand surged, the site struggled to provide a seamless, scalable experience—especially on mobile.
Key blockers included:
Limited Flexibility for Expanding Products – The site wasn’t built to support a growing catalog or seasonal drops.
Checkout Friction – A clunky, multi-step checkout process risked abandoned carts and lost revenue.
Mobile Experience Gaps – Inconsistencies across devices weakened the shopping experience and undermined conversion rates.
To keep pace with growth and reinforce the brand’s creative, modern feel, the site needed a UX overhaul focused on streamlined shopping, scalable structure, and conversion-ready design.
My Role in This Project
I led the end-to-end UX strategy, design, and development for this multi-channel ecommerce transformation—partnering directly with Elyse, the founder, to scale her Shopify site for rapid business growth.
Working independently, I conducted a full UX audit, mapped user journeys, and designed a streamlined shopping experience that aligned with the brand’s visual identity and operational needs. I also collaborated on content structure, guided key platform decisions, and ensured the site could support both wholesale and direct-to-consumer expansion.
This case study reflects a solo project—where I served as both strategist and designer—grounding creative decisions in real business priorities.
This early design brief mapped out brand and user priorities, ensuring the redesign aligned with evolving product goals and e-commerce scaling needs.
Designing for — Fans, First-Timers, and Fast Growth
Elyse Breanne Design serves a wide spectrum of customers, from everyday stationery lovers to boutique buyers and business owners. While each user group comes to the brand with different goals, they share a common thread: a deep appreciation for beauty, quality, and thoughtful design.
Key user groups included:
Intentional Everyday Shoppers: These users were drawn to the visual appeal of Elyse’s products and often shopped for gifts, seasonal decor, or personal inspiration. They needed a site experience that made browsing feel joyful—and checkout feel frictionless.
Boutique Owners & Wholesale Buyers: These customers shopped with intention and volume. They needed clear product information, trust in fulfillment quality, and easy access to wholesale terms, all without sacrificing the brand’s premium feel.
We grounded the experience in two flexible personas—Jules, a creative and detail-oriented customer shopping for herself and others, and Tessa, a small business owner curating her shop’s seasonal displays. Their motivations helped shape the site into something as functional as it was delightful.
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 ecommerce platform that could scale alongside the brand’s growth while providing a seamless customer experience.
The Outcome: A Seamless Shopping Experience for Rapid Growth
This redesign didn’t just refresh the brand’s digital presence—it unlocked the operational scale and user experience needed to support explosive growth.
✅ Scalable Storefront for Multi-Million Dollar Growth — The new Shopify architecture supported a surge in traffic and sales volume—without breaking under pressure.
✅ Higher Conversions, Lower Abandonment — Refined product flows and a simplified checkout experience helped reduce drop-off and boost purchase completion rates.
✅ Streamlined Ordering for Wholesale Buyers — A tailored wholesale experience made it easy for large retailers to browse, bulk order, and return—without manual back-and-forth.
✅ Optimized for Mobile, Built for All Screens — Responsive design and performance improvements ensured a smooth, intuitive experience across devices.
“The new site finally feels like it reflects where the brand is headed. It’s easier to shop, easier to update, and better aligned with our wholesale and direct-to-consumer goals.”
Scope & Constraints
Scope:
This solo project supported Elyse Breanne Design, a fast-growing ecommerce brand navigating a critical scale-up moment. As both UX strategist and visual designer, I led the full redesign process—from early research and IA through high-fidelity mockups and Shopify implementation.
The goal was to evolve the site’s structure and shopping experience while preserving the creative brand essence that fueled the company’s growth.
Constraints:
Tight Timeline, Lean Team: With a small team and high urgency, every design decision had to deliver both immediate value and long-term scalability.
Shopify Flexibility (and Limitations): While Shopify supported faster iteration, layout customization and dynamic content constraints required thoughtful workarounds.
Full Design Ownership: As the sole UX lead and implementer, I had to balance deep strategy with efficient execution across multiple disciplines.
Creative Brand Identity: Every update needed to elevate usability without stripping away the playful, expressive tone that defined the brand—making nuance essential at every step.
Lessons Learned
This project reinforced the importance of balancing brand identity with ecommerce best practices.
My key takeaways include:
Looking ahead, I’ll apply focused iteration strategies that flex with product growth—supporting seasonal pivots, wholesale scaling, and evolving customer journeys without compromising cohesion.
The Real Win
Scaling the experience behind a multi-million dollar brand—without sacrificing what made it personal.
Referenced Frameworks & Reading
A few resources that influenced my approach on this project:
