Westmore Beauty

A Shopify rebrand and redesign — strategy, architecture, and a custom shade-selector experience.

OVERVIEW
Westmore Beauty needed a Shopify experience that could match the brand and scale with it. I led the strategy and architecture for a theme rebrand and redesign — homepage, PDP, navigation, and a custom shade-selector experience — defining the structure and the build direction the developers executed against.
client
Westmore beauty
westmorebeauty.com
DELIVERABLES
site strategy
information architecture
theme rebuild direction
pdp & shade selector strategy
design to dev handoff
YEAR
2026
Role
ecommerce strategy and build lead

THE WORK

I owned the strategic architecture of the redesign: how the store was structured, how the PDP and shade selector should work, and how the design translated into a buildable Shopify theme. The work spanned homepage, product pages, navigation, footer, and a custom shade-selector modal with sticky add-to-cart — documented into a build-ready handoff so development moved without guesswork.

The shade selector was the centerpiece: a custom color-matching modal that helps customers find their match and move to cart without friction — the kind of guided-buying experience that turns a complex beauty decision into a confident one.

Key Results

Following the rebuild, the store saw meaningful lift across the metrics that matter — sales, order volume, and average order value — alongside faster performance and a smoother path to purchase.
Specific figures withheld at the client's discretion.

What I Led

• Defined site strategy and information architecture for the rebuild
• Directed PDP and shade-selector experience strategy
• Owned the design-to-development handoff
• Set the build direction the dev team executed against

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