Case Study
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Transforming the Shop App at Shopify

When I joined Shopify’s Shop app team in 2022, the app was still in its early stages, initially a package tracking tool with plans to become a shopping destination. Three years later, it had evolved into an important part of Shopify’s mission to “make commerce better for everyone”, driving millions in sales and connecting shoppers with merchants worldwide.
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As a Senior Marketing UX Designer, I worked across both product and marketing teams. I started in the Growth team collaborating with product leads to optimise user acquisition and retention, later moving to the marketing team focusing on scaling user engagement through campaigns and Email/CRM initiatives. Throughout, I bridged gaps between teams and helped shape the app into a thriving platform for both merchants and shoppers.

Key Contributions

  • Email Design System for Shop CRM

    Designed and helped implement an email design system, bridging product and marketing teams and ensuring consistency between app UX and email campaigns. This system became the foundation for scalable email strategies.
  • Email Campaigns and Automations
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    Delivered key email campaigns, including Welcome emails, Abandoned Cart, Post-Delivery Recommendations, and Shop Cash notifications. Implemented automated workflows and multi-variant testing to improve activation and retention.
  • Cross-Functional Collaboration



    Partnered with product managers, developers, data scientists, and marketing teams to strategise, design, and execute data-driven email campaigns. Led the UX design for the web-based Shop Cash giveaway flow, working closely with the team to align user needs, business goals, and technical feasibility. This flow was later adapted for multiple campaigns, playing a key role in driving engagement and GMV growth.
  • Marketing Design & Campaigns



    I contributed to full-scale marketing campaigns by designing a range of assets, from in-app marketing materials and onboarding flows to app store listings, ads, and social media content. I also designed emails for various marketing initiatives and storyboarded product marketing videos, ensuring consistency across all assets. Additionally, I collaborated with the Growth lead to conduct ad testing via Google and Meta, gathering quantitative insights to optimise campaign performance.

Lessons Learned

At Shopify, I refined my approach to data-driven design and hypothesis testing, focusing on making design decisions based on user behavior. Working with data scientists and product teams, we ran A/B testing campaigns to test ideas, iterate on designs, and improve UX flows. This process helped validate what worked and led to meaningful improvements in the user experience.

My experience with cross-functional collaboration reinforced the value of diverse perspectives. Collaborating with engineering, product, and marketing helped me create designs that were not only visually effective but also practical and aligned with business goals.

Reflection

Working at Shopify wasn’t just about UX and UI design — it was about contributing to a product used by millions of merchants and shoppers. Seeing the Shop app grow from an early idea to a key part of Shopify’s ecosystem was a rewarding experience. I also had the opportunity to work with incredibly talented people across different teams, which made the experience even more valuable.

Collaborating across teams broadened my understanding of how design fits into the bigger picture, and how to balance user needs with technical and business goals. Whether it was refining the Shop CRM, improving workflows, or contributing to cross-functional projects, I’m proud of the impact I had and the experience I gained along the way.

Get in touch

If you’d like to learn more about my work or discuss potential opportunities, let’s connect.

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