MarshallVapes
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.
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.
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.
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.
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.
Ecommerce design is behavior design. Each decision was made to lower cognitive load, increase information scent, and reduce hesitation during the path to checkout.
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.
Reusable Shopify UI Components
A modular component system inside Shopify theme architecture that keeps spacing, typography, CTAs, and card layouts consistent across the site.
Checkout Readiness Improvements
Conversion-focused tweaks informed by replays and heuristics, clarifying incentives, reducing uncertainty, and tightening the path into checkout.
See it live
MarshallVapes is live and growing. Check out the store.
Visit MarshallVapes