Three years on the Shop app at Shopify
When I joined the Shop app team in 2022, the app was mostly a package tracker with plans to become a shopping destination. Three years later it was a key part of Shopify’s mission to “make commerce better for everyone”, driving millions in sales and connecting shoppers with merchants worldwide.
I started in Growth, working with product leads on acquisition and retention. As the teams changed shape, I moved to Buyer and then Marketing, taking on what each one needed from design. Most of my work sat between product and marketing.
Email design system for Shop CRM
I designed the email design system for Shop CRM and helped build it, so every email, from product or marketing, felt like the app. It went into the CRM as well as Figma, so a team without a designer could still put one together without starting from scratch.
Email campaigns and automations
I designed the core emails: welcome, abandoned cart, post-delivery recommendations and Shop Cash notifications. They ran as automated flows with multi-variant tests on activation and retention. When a variant won, I made it the default in the library, so every team got the result, not just one email.
Shop Cash, on the web
I worked with product managers, engineers, data scientists and marketing to plan and run campaigns. I led the UX for the Shop Cash giveaway flow. As a team we made it web-based, so people could sign up before they had the app and be prompted to get it after, and I designed it as a template so it could run again. It went on to power many campaigns and helped grow engagement and sales.
Campaigns
I designed whole campaigns across in-app, onboarding, app store listings, ads, social and email, and storyboarded product videos. With the Growth lead, I ran ad tests on Google and Meta, and used the results to shape the next round.
What Shopify taught me
Shopify made testing a habit. With data scientists and product teams, I ran A/B tests on flows and campaigns, and let the results decide what came next.
Working across engineering, product and marketing showed me how much better work gets with more perspectives on it.
Reflection
I helped the Shop app grow from an early idea into a place where merchants connect with the people who love what they make, and where a small business can stand alongside the biggest brands. I did it with some brilliant people, and I’m proud of the impact we had.
