UX Researcher · UX Designer · Brand Strategist · Shopify Developer
From brand strategy to Shopify operations.
I helped shape the brand experience, design the Shopify storefront, structure product customization, develop pickup and delivery workflows, and automate recurring promotions.
Pickup or delivery?
Postal code checkedPOS · Order ready
A cookie business needed more than a pretty website.
Launching an e-commerce food business meant solving brand, product, fulfilment, customer experience and operational challenges at the same time.
Each decision had to work not only for the customer, but also for the team fulfilling the order behind the scenes.
- Question 01
How should Fat Cat stand apart in a crowded premium cookie market?
Build a distinct retro, flavour-forward identity with bold colour, playful copy and product-led photography, while keeping navigation, hierarchy and shopping patterns familiar enough to make ordering effortless.
- Question 02
How can customers build multi-flavour boxes without losing track of their selections?
Turn the product page into a guided configurator: select a box size first, choose flavours through clear quantity controls, show a live running total, and prevent selections once the box limit is reached.
- Question 03
How should pickup and delivery work across multiple cities with different fees and availability?
Validate postal-code eligibility before exposing fulfilment options, then dynamically show the correct delivery fee, available dates, pickup locations and order cut-offs based on operational rules.
- Question 04
How can weekly promotions run consistently without staff having to remember each offer?
Translate every promotion into defined product, quantity and timing conditions, then automate activation and expiry through Shopify Flow so the correct offer is available at the right time with less manual intervention.
- Question 05
How can the brand feel playful without making the shopping experience harder to use?
Put personality into colour, copy, photography, microinteractions and subtle animation while preserving clear hierarchy, accessible contrast and familiar e-commerce controls.
- Question 06
How can customer selections reach the store accurately and remain easy for staff to fulfil?
Structure order data so box size, flavour quantities, packaging, fulfilment method and delivery date remain attached to the Shopify order, giving staff one clear source of truth.
Create a distinctive cookie brand and build the digital and operational ecosystem required to run it efficiently.
Competitor study
Understanding the premium cookie landscape
| Competitor | Personality | Visual style | Discovery | Customization | Promotions | Pickup / Delivery | Loyalty | Gifting |
|---|---|---|---|---|---|---|---|---|
| Premium Cookie Brand A | Refined | Neutral | Curated | Limited | Seasonal | Both | Rewards | Yes |
| Premium Cookie Brand B | Polished | Minimal | Collection-led | Preset | Campaign | Delivery | Yes | |
| Boutique Bakery | Warm | Craft | Flavour-led | Simple | Occasional | Pickup | None | Limited |
| Delivery-first Dessert | Energetic | Social | Fast | Preset | Frequent | Delivery | Offers | No |
| Fat Cat Opportunity | Playful, fun + a little chaotic | Retro-bold | Flavour-first | Guided | Automated | Both | Connected | Scalable |
Minimal premium
- →Neutral colours
- →Premium photography
- →Clean layouts
- →Luxury positioning
Fat Cat opportunity
Playful, fun and a little bit chaotic.
Playful indulgence
- →Bright colours
- →Casual copy
- →Exaggerated photography
- →Social-first branding
Make the product the hero
Flavour-first browsing and oversized photography create appetite appeal.
Make box building easier
A live counter removes the mental arithmetic from multi-flavour orders.
Add personality to the journey
Microcopy, motion and reactions replace a generic commerce experience.
Design operations with the interface
Delivery, promotion and order logic must be legible to employees too.
Brand story
Building a personality, not just a bakery website
Bold
Oversized cookies, expressive flavours and confident messaging.
Playful
Humour and unexpected interactions make the brand approachable.
Indulgent
The extra cookie is celebrated instead of made overly serious.
Colour
Typography
Big flavour.
Clear systems, playful expression.
Interaction
Business process development
Designing the business before designing the interface
Customer
Shopify
Store operations
Shopify product architecture
Turning a product page into a lightweight configurator
Mid-fidelity prototype · Product configuration
Interaction logic before visual polish
Choose box size
Choose your assortment
Choose flavours
4 / 12
cookies selected
Before
- × Customers remember the running count
- × Variants become complicated
- × Order details reach staff inconsistently
After
- Guided configuration
- Visible quantity counter
- Maximum-selection prevention
- Structured order properties
Pickup & delivery UX
Designing fulfilment around what the business can actually deliver
location
Delivery pricing changes with distance and postal-code coverage. The interface needed to expose only options the business could actually fulfil.
Zapiet was integrated with Shopify to manage pickup and delivery scheduling.
Employee experience
Designing for the people fulfilling the order
Order #1042
Delivery- Box size
- 12 cookies
- Flavours
- 4 varieties
- Packaging
- Classic box
- Date
- Friday · 2–5 PM
Good UX also means reducing the number of things employees have to remember.
Discount automation
Automating daily promotions instead of relying on memory
10% off Baker’s Dozen and 1.5 Dozen
Students get 15% off when buying 2+ cookies
Double rewards on all purchases
Buy one 24-pack, get a second 24-pack 15% off
10% off orders of 48+ cookies
10% off orders of 48+ cookies
10% off orders of 48+ cookies
Manual system
Automated system
E-commerce ecosystem
The storefront was only one part of the system
Customer-facing systems
Product Customization
Cookie boxes, gift tins and configurable orders
Loyalty
Rewards and repeat purchase incentives
Zapiet
Pickup and delivery scheduling
Shopify
Core commerce platform connecting the storefront, fulfilment and internal operations.
Operational systems
Shopify POS
In-store transactions and daily promotions
Delivery Rules
Postal-code coverage, fees and fulfilment logic
Fulfilment
Preparation, packing and courier / pickup workflows
Designing for growth and scalability
Business processes that can carry more volume
Growth was treated as an operational design problem: reduce exceptions, standardize information, and make repeatable work easier to hand off.
Standardize product choices and order properties so higher volume does not create ambiguous requests.
Outcome
A connected brand and operating system
UX Research
Identified market opportunities and category patterns.
Brand Strategy
Created a distinctive personality across digital touchpoints.
E-commerce UX
Designed product configuration and fulfilment journeys.
Business Process
Connected customer actions to store operations.
Shopify Development
Built the storefront and supporting product architecture.
Automation
Reduced repetitive operational decisions.
The customer experience does not stop at the interface.
A perfect checkout still fails when an order reaches the store incorrectly.
An exciting promotion still frustrates when employees must remember complicated rules.
A convenient delivery option still damages trust when the business cannot honour it.
The result was not simply a Shopify website. It became a digital operating system for a growing local brand.
I was not only designing a storefront. I was designing how the business works.
- My role
- UX Researcher · UX Designer · Brand Strategist · Shopify Developer · Business Process Designer
- Tools
- Shopify · Shopify Flow · Shopify POS · Zapiet · Figma · Liquid / CSS
- Areas
- Research · Brand · IA · E-commerce UX · Configuration · Operations
- System
- Customer Experience · Employee Experience · Business Experience