MarshallVapes - Zeeyad Monir

Overview

MarshallVapes is a Vancouver-based Shopify ecommerce store selling vape products and essentials. I led the storefront UX and conversion improvements across the homepage, collection browsing, merchandising components, and checkout readiness. The goal was to reduce time-to-product, increase trust, and improve completed orders as the business scaled past 1,000+ sales and $50,000+ revenue.

Design Process

01

Product Definition

Mapped the core customer journeys, returning customers shopping by product format, and new customers browsing deals and essentials. Prioritized fast discovery, promotion clarity, and trust signals above the fold.

02

Information Architecture and Layout

Structured the homepage into a repeatable hierarchy, hero promo → trending products → social proof → essentials categories → deeper collections. Built category groupings that match intent, Disposables, E-Liquids (Salt/Freebase), Pod Systems, and Deals.

03

Component System and Visual Consistency

Built reusable Shopify theme components for cards, carousels, and category grids to standardize spacing, typography, imagery, and CTAs. This improved consistency and made merchandising faster to maintain.

04

Feedback and Conversion Iteration

Used heuristic reviews, analytics, and session replays to find friction and iterate on navigation clarity, promo placement, and checkout confidence cues. These improvements contributed to a 15% lift in completed orders.

Art Direction

Color Scheme

Promo Red

#F23B38

Urgency, deal visibility, delivery incentives

Deep Black

#000000

Regulatory contrast, strong hierarchy

Warm Gold

#D4AF37

Checkout emphasis, premium accent

Charcoal Text

#1F1F1F

Primary readability, navigation, product info

UI Light Neutral

#F4F3F1

Clean browsing surface, product framing

Red surfaces promotions and delivery thresholds, black creates contrast for warnings and navigation, and warm gold adds a premium accent in checkout moments.

Typography

Aa Bb Cc

Primary Typeface: Clean Sans Serif / System UI

Used for headings, navigation, product cards, and checkout UI.

Heading

32–56px / SemiBold–Bold / Tight tracking

Body Text

16–18px / Regular / Comfortable line height

Section Label

12–14px / Medium / Uppercase tracking

Large bold headings create immediate hierarchy for promotions, while clean body text supports fast scanning across product grids and checkout flows.

Reasoning

Ecommerce design is behavior design. Each decision was made to lower cognitive load, increase information scent, and reduce hesitation during the path to checkout.

The Solution

Conversion-Optimized Homepage Structure

A homepage flow that front-loads the promo message, then moves users into trending products, proof, and clear category entry points to shorten time-to-product.

Category-Based Shopping, Built for Intent

A "Vape Essentials" grid that mirrors how customers shop by format, Disposables, Salt, Freebase, Pod Systems, Deals, improving findability and reducing browsing friction.