Evolution Of Smooth
Managed the ongoing development and optimization for Evolution of Smooth (EOS), a nationally recognized skincare and lip care brand, on their Shopify e-commerce platform. Translated detailed Figma designs into a responsive, mobile-first Shopify experience by customizing themes using Liquid, SCSS, and JavaScript. Implemented key user experience improvements across the homepage, product grid, and PDPs, while also managing third-party app integrations. Collaborated with internal and external stakeholders to support cross-functional initiatives, including campaign landing pages and loyalty features and additionally, used Google Tag Manager and Google Search Console to enhance analytics, conversion tracking, and SEO performance.
Key Responsibilities
Figma-to-Shopify Translation: Interpreted and implemented detailed Figma designs across homepage, product detail pages, and collections, ensuring precise visual consistency and a polished front-end experience.
Homepage and Layout Enhancements: Redesigned homepage structure, carousel behavior, and mobile CTAs (Fan Love, Rewards, Free-Of’s) for improved visual flow and usability across devices.
Product Grid & Collection Page Customization: Refined mobile product grid fonts, button styles, and banner alignment. Standardized filter dropdowns and sort options to match Figma layouts, ensuring a cohesive brand feel.
PDP Improvements: Implemented sticky “Add to Cart” behavior, updated tabbed content (Ingredients, Fan Love, etc.), and fixed anchor navigation on Ratings & Reviews for smooth UX flow.
Cross-Sell Logic Configuration: Customized Shopify’s recommended products using metafields and tag logic to better surface relevant suggestions and increase AOV.
Landing Page Development: Built custom landing pages using Shopify’s theme architecture for gift guides, loyalty promos, and subscription campaigns aligned with EOS's marketing calendar.
App Integration: Integrated Klaviyo, Postscript, and Yotpo for email, SMS, and reviews. Streamlined analytics setup using Google Tag Manager for centralized tracking of user interactions.
SEO Optimization: Resolved crawl issues in Google Search Console, improved structured data, added meta tags, and optimized alt attributes to increase visibility and technical health.
Site Maintenance & Optimization: Conducted routine bug fixes, QA testing, and performance enhancements to ensure uptime, fast loading, and mobile responsiveness.
Achievements
Translated Figma to Functionality: Delivered pixel-perfect implementation of Figma mockups across homepage, collections, and PDPs.
Improved Mobile UX: Enhanced layout and navigation across mobile, directly improving engagement and purchase flow.
Launched Custom Campaign Pages: Deployed high-converting landing pages tied to seasonal and loyalty campaigns.
Streamlined Analytics & SEO: Implemented GTM and resolved SEO issues in Search Console to support marketing insights and traffic growth.
Strengthened Brand Consistency: Ensured all visuals matched brand guidelines across responsive views and interactive sections.
Key takeaways
Design-to-Development Integration: Seamlessly brought Figma designs to life on Shopify using Liquid, SCSS, and JavaScript while preserving design intent and UX quality.
UX-Driven Shopify Enhancements: Improved usability and functionality across homepage, product grids, and PDPs through smart layout updates and mobile-first adjustments.
Performance & SEO Focus: Optimized performance through code improvements, GTM event tracking, and SEO enhancements via Search Console and structured data.
Custom Campaign Execution: Built reusable, on-brand landing page templates for time-sensitive marketing campaigns and product promotions.
Collaborative Workflow: Worked closely with both internal and external stakeholders to align technical work with evolving business and creative goals.