About The Brand

Artisans & Agency is a beloved Santa Cruz boutique showcasing handcrafted items from local and global artisans. When foot traffic dropped during the pandemic, they partnered with me to digitally transform their storefront—showcasing more products, improving navigation, and boosting online sales.

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My Role

As UX designer and project lead, I oversaw the end-to-end digital transformation:

• Discovery & research
• Shopify e-commerce site redesign
• Product taxonomy & filtering system
• UI/UX design (Figma → Shopify)
• SEO optimization & analytics setup
• Collaboration with Amanda Altice (Graphic Designer) and Linnaea (Artisans & Agency Owner)

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The Challenge

Artisans & Agency’s original site displayed only ~35% of inventory—even pre-pandemic it failed at telling the brand story. With in‑store traffic reduced, the online store needed to:

• Display full product range (5,000+ SKUs)
• Feature a curated, art-inspired UI
• Offer intuitive category navigation and filters
• Improve search rankings through SEO optimization

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The Solution

• Product Discovery & Taxonomy: Uploaded and tagged 5,000+ products into clear categories and custom tags → improved browsing and internal search
• Navigation & Faceted Filters: Designed sidebar filters and intuitive menus for effortless product exploration
• Striking Visual Design: Created an artisan-inspired aesthetic using rich photography, clean layouts, and subtle transitions
• SEO & Performance Enhancements: Applied SEO best practices, improved keyword structure, and launched with 97–100% site health score

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The Result

• 900% increase in online revenue during the first year
• 55.3% funnel conversion rate, industry-leading
• Maintained a consistent 97–100% site health score
• Reinforced community engagement and sustained sales during pandemic-driven closures

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Key Takeaway

This project highlights the power of deep catalog strategy, user-friendly e-commerce UI, and SEO synergy. By restructuring the product experience and optimizing for discovery, we helped Artisans & Agency thrive online—even when in‑store visitors decreased.

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