A full Shopify rebuild and a follow-up SEO pass: faster load, higher conversion, and stronger search ranking on key product pages.
The storefront couldn't keep pace with the brand.
Wuxly is a B-Corp certified Canadian outerwear brand selling across direct-to-consumer, corporate uniform programs, and tactical contracts. As the company moved to a digital-first retail model, its Shopify storefront had to carry more of the sales and brand weight than it was built for.
Product hierarchy was fragmented. Filtering didn't reflect how customers actually shop. Mobile conversion dropped under dense content. And the brand's strongest selling point, sustainable Canadian-made outerwear, sat below the fold instead of supporting the sale.
What the redesign had to do
- 01Grow traffic and conversion rate.
- 02Tell a consistent brand story.
- 03Communicate sustainability and materials clearly.
- 04Foreground Canadian-made, plant-based construction.
- 05Reorganize digital merchandising.
Audit, then rebuild
Over two co-op terms I audited the full storefront: homepage conversion hierarchy, product-detail decision flow, collection filtering, sustainability placement, mobile compression, CMS maintainability, and SEO structure. The problems were structural. Decision signals were buried on product pages, filtering categories didn't map to how people shop, and routine CMS updates took manual, inconsistent edits.
From there I rebuilt the commerce architecture system by system:
Built a modular template system
Rebuilt the Shopify theme around reusable CMS blocks spanning homepage, collections, product pages, and campaigns, so seasonal launches assemble from standard components instead of one-off layouts.
Reengineered the product page
Rebuilt the PDP around the buying decision: promoted the primary CTA, clarified variant and sizing logic, standardized temperature and technical specs, and moved reviews and sustainability into the decision zone.
Reconstructed collections and filtering
Rebuilt product taxonomy, tagging, and filtering so categories match how customers browse and the catalogue can scale.
Rebuilt the mobile experience
Rescaled CTAs, restructured accordions, resized tap targets, and compressed dense content so the product story survives a small screen.
Realigned SEO structure
Rebuilt meta hierarchy, collection naming, tagging, and internal linking to match product intent and give search engines a cleaner map of the catalogue.
Repositioned the sustainability story
Moved Wuxly's ecological and Canadian-manufacturing story into the storefront hierarchy so it works as a selling point, not a footnote.
A limited collaboration
Wuxly launched a limited collection with Bryan Adams. I designed and built the campaign landing page in Shopify: structured the narrative and product merchandising, coordinated photoshoot assets, and balanced storytelling with conversion under a tight deadline. I built the layout as reusable modules, so future drops start from a template.
