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Redesigning from the ground up


Lead UX designer


10 internal engineers

4 Shopify engineers

3 product managers


2 months


Desktop, mobile web


Live site:


How do we redesign a whole shopping experience from scratch, on an extremely accelerated timeline?


BevMo! was a 30 year old brand with a 20 year old e-comm site.

BevMo! has been around since 1994, and its digital presence... showed its age, with users unable to properly shop for their alcohol needs. With past experiments building previous brands like Ben & Jerry's under our belt, a group of designers, devs, and Shopify engineers came together to migrate and improve the entire BevMo! experience.

Key research insights

We listened to our most dedicated BevMo customers to define what we built.

When starting from scratch, the first thing we did was ask our power users what their biggest grievances were. It made knowing where to begin very easy.


experienced hitting a “dead end”, having to return back to homepage or search for products again due to incorrect results.


reported abandoning cart due to unforeseen prices, fees, and order requirements that surfaced closer to checkout.


reported buying the same products, but expressed interest in purchasing new or even private label brands.


Shopping for your favorite alcohol should feel easier than going into store, especially with instant delivery.

Defining the 0-1 process

As the sole designer on a new cross-functional and cross-organizational team, I defined a rough working roadmap with my product and engineering partners.


Outline foundational work

Define problem statement
Clarify what's in scope and what's out of scope
Set expectations for design work

Design, develop, test

Design & build core experiences

Establish backend infrastructure
Determine LOE and potential pitfalls

Design, develop, test

Align with users & stakeholders, prioritize key revisions

Stakeholder feedback (CEO, CTO, head of retail)
Prioritize resourcing for revisions and iterations

Design, develop, test

Design secondary experiences

Aligning secondary screens to core experience
Outline needs and requirements for fast follow

Design, develop, test

QA and final testing

Bug bashing
Prioritizing fast follows

Launch MVP

Designing-while-engineering to MVP

The first priority was defining navigation architecture. This outlined every major experience I needed to design, and simultaneously set stakeholder expectations.

Core shopping experiences were highest priority, such as homepage. I devoted more time to core experiences since it was how the bulk of our revenue would be generated.

Even in an accelerated timeline, I constantly collected feedback from users and stakeholders so we could iterate and ship experiences that aligned with our users and market.

MVP Homepage that we landed on, including marketing and imagery for the holidays

I identified and flagged certain elements like navigation headers for iteration and extra engineering attention. These components were vital to users and single-handedly improved profit margins.

In other cases, I had to make the tough decision to design for foundational functionality instead of best-in-class design, so we could meet tight product deadlines.

Example: Sign in & sign up pages, refreshed to incorporate current marketing creative as a minimum.

All the way to the very end, every little detail was tweaked such as product tile metadata. This ensured that we would be able to communicate BevMo!'s prices and value more accurately to customers, improving order sale volume.

Successful results

Major decrease in CS calls related to .com

Noticeable increase in conversion rate

Improved e-commerce comparable sales

Learn more

Due to a few confidentiality restrictions, I'm not able to share things like actual numbers or some designs. Please reach out for even more at or on LinkedIn


Initial estimates of work were around 6 months. Condensing that amount of work into 2 months required me to not necessarily be a designer, but also become a product manager and at times an engineer.

Were I to take something like this again under such circumstances, I would seek to define certain expectations as early as possible. There are some instances, ex. filter functionality where we left designs and implementation strategy too late in the process, and ended up shipping something unideal. Something to consider the next time an e-commerce site is on its last legs.