Elyse Breanne Design: Scaling Ecommerce for a Multi-Million Dollar Brand
Elyse Breanne Design is a growing ecommerce brand known for colorful, botanically inspired products. They needed a UX strategy to boost conversions while staying true to their aesthetic. I redesigned the site’s information architecture, simplified the checkout experience, and optimized for mobile—creating a seamless, brand-aligned shopping experience.
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
The Shopify redesign created a high-performing ecommerce 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.
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!
“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
This was a solo project supporting a fast-growing ecommerce brand at a pivotal inflection point. Elyse Breanne Design had scaled rapidly, and the site needed to evolve without losing the creative spirit that fueled early growth. As both UX strategist and designer, I had full ownership of the redesign—from research and IA to visual design and implementation.
We moved fast. With a tight timeline and a lean team, I had to focus on design decisions that delivered both immediate improvements and long-term scalability. Shopify’s platform flexibility helped, but also introduced limitations—especially around layout customization and dynamic content.
The biggest challenge? Balancing a seamless customer experience with a brand rooted in creative expression. Every change had to feel elevated, not clinical.
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.
