E-commerce UX & Launch Strategy

Surly Squirrel
I worked as a strategist, advising the business on the right platform (Shopify, etc.) and defining the overall strategy for online selling
Surly Squirrel

E-commerce UX & Launch Strategy

Project Overview:‍
The relationship with Surly Squirrel evolved organically over several years of frequent vendor interactions at local markets and events. My genuine passion for the founder's brand and product quality led to the decision to help consult on and launch their digital sales journey.

The goal was to launch their quirky family-run apparel brand from concept to market, ensuring the digital storefront reflected the brand's unique identity (comfort, humor, and whiskey culture) while establishing an efficient, scalable sales pipeline.
Role:
Digital Strategy & E-commerce UX Consultant
Information Architecture
Chief Humor Officer
Tools:
Shopify
Figma
Freehand sketching (pen, napkins & paper)

Solution and impact

— Platform Strategy: Advised on and implemented Shopify as the core e-commerce platform, selected for its scalability, robust app ecosystem, and ease of use for a small team.
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— Conversion Flow Design: Defined the end-to-end user flow (homepage to checkout) to ensure a frictionless shopping experience. Focused on clear, mobile-first navigation and a simplified checkout process to maximize conversion rates.
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— Information Architecture (IA): Structured the site layout and categorization to effectively showcase the unique product lines ("quirky graphics" and "comfy shirts") while ensuring the "good humor and good whiskey" mission was clear and integrated throughout the brand story.
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— Outcome: Established a professional, high-converting digital storefront that successfully captured the brand's playful spirit and provided the foundation for their initial market growth.