Motion,
E-Commerce,
Post-production,
Social Media,
Email
2023-25
Collectables
Cadence Collection, a pioneer in performance-driven cycling apparel, engaged our lean four-person e-commerce and creative team to elevate the end-to-end customer journey. As E-commerce Manager & Staff Designer, I led the revamp of Shopify Plus product-detail pages (PDPs) and produced motion-graphic campaigns for 2-3 monthly drops. The mission: create visually immersive, information-rich shopping experiences that boost conversion, grow average order value, and drive down returns—all while meeting aggressive launch calendars with Art direction from Mike Pargas.
Shopify Plus PDP Redesign – Re-architected page hierarchy; introduced dynamic size-chart modals, fabric-tech iconography, and bundle modules using Liquid, HTML/CSS, and CRO best practices.
Data-Led CRO & Testing – Leveraged Hotjar heatmaps and GA-4 funnels to inform iterative A/B tests and prioritize high-impact UX wins.
High-Velocity Content Production – Created motion ads and carousel creatives in Adobe CC for Instagram and Facebook; synchronized launches with Klaviyo flows to support frequent product drops.
Lifecycle Email & CRM – Partnered with marketing to refine segmentation, automate back-in-stock alerts, and embed UGC, lifting engagement and revenue per recipient.
Cross-Functional Leadership – Bridged merchandising, production, and art teams; translated technical product specs into customer-friendly copy and visuals under tight timelines.
Agile Operating Rhythm – Instituted weekly data read-outs and sprint cadences, ensuring rapid iteration despite constrained resources.
Return & Exchange Reduction – Implemented fit-focused microcopy and size guidance, cutting exchange-related friction to a low-teens rate.
Average Order Value Growth – Introduced bundle logic that encouraged cross-sell of bib shorts, jerseys, and complementary accessories, driving a meaningful uplift in cart size.
Conversion Expansion – The redesigned PDPs delivered a notable percentage-point lift in conversion and materially increased revenue per visitor.
Paid-Social Efficiency – Feature-centric motion ads recorded markedly higher click-through rates and stronger return on ad spend than previous static creative.
Scalable Framework – Established templated PDP components and creative toolkits now underpin every Cadence launch, enabling the marketing team to spin up new collections in less than 48 hours without additional dev support.
Graphic design | E-Com | Marketing
E-Com | Post-Production
