SHOPIFY PROJECTS

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MY ROLE

As a Staff Product Designer at Shopify, I held a lead role in shaping the user experience for the Marketing Tab within Shopify's web platform. My responsibilities encompassed collaborating closely with cross-functional teams, contributing to product strategy, and leading design efforts that would empower merchants to market their businesses effectively.

CHALLENGE

Shopify operates in a dynamic and ever-evolving e-commerce landscape. The challenge was to continually innovate our platform to meet the evolving needs of online businesses, entrepreneurs, and consumers. This required adapting to emerging technologies, scaling to accommodate growing user bases, and ensuring the user experience remained intuitive and efficient.

My challenge was to simplify the marketing process for merchants. We needed to seamlessly integrate various marketing tools into one unified platform while ensuring that merchants could maintain their brand identity effortlessly.

SOLUTION

Leveraging user research and iterative design processes to consistently deliver user-friendly and scalable solutions.

To address the challenge of empowering businesses of all sizes to thrive through marketing, I spearheaded the design of several key features within the Marketing Tab:

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ADS & CAMPAIGNS

• We made it quick and straightforward for merchants to start marketing by offering ready-to-use campaign strategies with pre-selected marketing tools and activities.
• Branding elements such as logos, product images, and store colours were automatically applied to templates, ensuring a cohesive and branded marketing approach.
• We integrated the best marketing platforms and tools, streamlining the process for merchants and boosting their sales.
• Our goal was to simplify marketing, so we enabled merchants to create beautifully branded ads in just a few minutes and publish them with a few clicks.


EMAIL & AUTOMATION

• We automated marketing processes, allowing merchants to turn repetitive tasks into automated growth opportunities.
• Pre-built templates, including welcome, winback, and upsell emails, simplified the setup process with pre-selected conditions, triggers, and actions.
• For more advanced users, we offered custom workflows, enabling them to tailor automations to their unique needs.
• We also provided a comprehensive email creation, sending, automation, and tracking platform, all within Shopify.


MARKETING ANALYTICS

• We offered a daily snapshot of marketing effectiveness and channel performance, giving merchants valuable insights at a glance.
• Visualizations showcased the performance of top channels (organic and paid) over time, providing an overview of results in one place.
• Granular channel reporting allowed merchants to dig deeper, seeing a complete list of marketing activities related to each channel. This empowered them to validate the most effective strategies and make informed decisions about future investments.

Through these initiatives, Shopify's Marketing Tab became a comprehensive, user-friendly platform that empowers merchants to efficiently market their businesses, automate marketing tasks, and gain valuable insights into their marketing performance—all in one place.