The Forged Flare Story
Building the Store
Creating the Digital Home for the Brand
I built the Forged Flare® Shopify store from the ground up and continue to manage and evolve the experience as the business grows. What began as an online storefront became the center of our e-commerce ecosystem, connecting product discovery, content, marketing, customer experience, and the systems that support the business behind the scenes.
My work spans the entire customer journey — from site architecture, navigation, and product pages to search, accessibility, SEO, conversion optimization, integrations, and ongoing improvements based on how customers actually use the site.
My Role
E-Commerce · UX/UI Design · Shopify · Site Architecture · Customer Journey · Conversion Optimization · SEO · Accessibility
Designing Around How Customers Shop
As the catalog expanded, one of the biggest challenges became helping customers find the right product without overwhelming them with choices. I continually refined site architecture, navigation, collections, filtering, search, and product organization around the different ways customers shop — by occasion, recipient, motif, collection, and meaning.
I used customer behavior, search patterns, support questions, and sales activity to identify friction and improve paths to discovery.
Helping Customers Find the Right Product
With hundreds of possible designs, finishes, themes, and gift occasions, traditional navigation couldn't solve every discovery problem. I developed additional pathways to help customers narrow their choices, including curated collections, related products, search optimization, recommendations, and a Product Finder Quiz.
Turning Product Interest Into Confidence
Because customers can't physically handle an ornament before purchasing online, product pages have to answer questions normally resolved by seeing the product in person.
I continually refined product pages to communicate scale, materials, personalization options, display methods, product details, shipping information, and the handcrafted nature of the work. Photography, video, reviews, related products, and clear calls to action work together to reduce uncertainty and help customers make confident purchase decisions.
The Goal
Answer the customer's next question before they have to ask it.
More Than a Storefront
The Shopify store became the center of a much larger customer journey. I integrated email marketing, reviews, personalization, analytics, social channels, marketplace tools, shipping, inventory, and other applications so information and customer experiences could move across platforms.
Designing for More Customers
I designed and maintained the storefront across desktop and mobile experiences while considering readability, hierarchy, color contrast, navigation, image content, and other accessibility best practices. Changes were evaluated not only for how they looked, but for how easily customers could understand and use them.
Solving Through Iteration
The store has never really been "finished."
Customer behavior, new products, platform changes, marketing campaigns, marketplace requirements, and business needs continually create new problems to solve.
I use analytics, customer feedback, search behavior, support questions, sales performance, and my own observations to identify friction and make improvements across the experience. Sometimes that means redesigning a page. Other times, the solution is changing navigation, rewriting content, adding an application, improving imagery, or simplifying a process.
Before / After Product Photography
Where Design Meets Operations
Building the storefront also meant understanding what happened behind it. I configured and managed products, variants, inventory, promotions, shipping, taxes, apps, marketplace connections, analytics, and other systems required to keep the business operating across multiple sales channels.
Shopify · Amazon · Etsy · Inventory · Shipping · Analytics · Apps · Marketplace Integrations
From Storefront to e‑commerce Ecosystem
What began as a place to sell our products evolved into the digital center of Forged Flare® — connecting product discovery, storytelling, marketing, customer experience, operations, and conversion within one continually evolving ecosystem.