A storefront rebuilt around warmth, trust & conversion.
Wuxly is a B-Corp Certified, Canadian outerwear brand operating across DTC, corporate uniform programs, and tactical contracts. The storefront needed structural clarity: product hierarchy was fragmented, filtering logic inconsistent, sustainability messaging under-leveraged, and mobile conversion flow weak.
Across two terms, I conducted a structural audit and rebuilt the Shopify commerce architecture — spanning homepage systems, collection taxonomy, PDP hierarchy, mobile interaction, CMS governance, SEO alignment, and campaign deployment. The work combined UX architecture, digital merchandising, direct Shopify implementation, and later SEO analysis and improvement.
Five goals
- 01Increase site traffic and conversion rate.
- 02Establish a consistent brand story.
- 03Improve communication of sustainability and materials.
- 04Highlight Canadian-made, plant-based clothing creation.
- 05Reorganize digital merchandising.
Reconstruction, not surface polish
The existing system relied on fragmented layouts and inconsistent hierarchy. Product detail pages buried decision signals, filtering behaviour lacked structural logic, mobile hierarchy collapsed under content density, and sustainability and material expertise were visually secondary. I audited homepage conversion hierarchy, product-detail decision flow, collection filtering, sustainability placement, mobile viewport compression, CMS maintainability, and meta/SEO consistency — then rebuilt from the structure up.
Seven systems
Modular Template System
Rebuilt the Shopify theme into a reusable template architecture across homepage, collections, PDPs, and campaign environments — replacing ad-hoc layouts with standardized structural patterns and CMS blocks for scalable seasonal launches.
Product Detail System, Recreated
Reengineered the PDP into a decision-led hierarchy: CTA dominance, clarified variant logic, standardized temperature and technical communication, reviews repositioned within the decision zone, and sustainability surfaced earlier — across desktop and mobile.
Collection & Filtering Framework
Reconstructed product taxonomy, tagging logic, and filtering architecture to resolve inconsistent categorization and weak discoverability, establishing a scalable hierarchy for navigation and merchandising.
Mobile Interaction, Rebuilt
Rebalanced mobile hierarchy through CTA scaling, accordion restructuring, tap-target recalibration, and content compression — reducing friction in constrained viewports while preserving technical clarity.
Campaign Landing Infrastructure
Architected a modular landing system for the Bryan Adams collaboration, integrating narrative sequencing, product merchandising, and conversion hierarchy directly in Shopify CMS under tight launch timelines.
Structural SEO Alignment
Rebuilt meta hierarchy, collection naming, tagging consistency, and internal linking to align crawl structure with product intent and reduce architectural fragmentation.
Brand Voice & Sustainability
Integrated Wuxly's ecological sustainability, Canadian manufacturing, and materials expertise into the storefront hierarchy — from peripheral storytelling to conversion-adjacent value communication.
A limited collaboration
Wuxly launched a limited collection with Bryan Adams. I designed and implemented the campaign landing page in Shopify — structuring narrative sequencing and product merchandising, coordinating photoshoot assets, and balancing storytelling with conversion logic under tight deadlines. The landing architecture was modular, built for future campaign replication.
