Graze Life California is a Bay Area–based charcuterie and grazing table business specializing in elevated, made‑to‑order spreads for events, celebrations, and corporate gatherings.

As demand grew, the owner needed more than a beautiful website. She needed a system that could support custom orders, date‑based availability, and capacity limits without creating operational chaos.

The Role

UX Designer & Project Lead — end-to-end ownership from strategy through launch.

• Led discovery, brand, and content audit
• Defined UX architecture and navigation
• Built and customized Shopify theme and structure
• Designed product taxonomy and collection logic
• Rebuilt and standardized all product imagery in Photoshop
• Designed booking workflow (request → approval → payment)
• Executed mobile-first, responsive UX
• Implemented SEO foundations, GA4, and Search Console
• Collaborated closely with client on menus, content, and product details

‍

The Challenge

No viable off‑the‑shelf e‑commerce flow: Orders were custom, date‑specific, and capacity‑dependent. Immediate checkout simply didn’t work.

High operational risk: Accepting payment before reviewing availability could lead to overbooking, refunds, and customer frustration.

Inconsistent product imagery: Photography arrived in multiple sizes, formats, and backgrounds. AI‑assisted edits distorted food styling. A trust breaker for a food‑based brand.

Premium positioning required: The brand needed to feel elevated, intentional, and editorial, not templated or transactional.

‍

This wasn’t a design problem alone — it was a workflow problem.

‍

The Strategy

I approached the project as a UX + operations system redesign.

Request‑First Ordering Model
Instead of forcing a standard checkout flow:

• Customers submit an order request with a preferred date
• No payment is collected upfront
• The owner reviews availability and capacity
• Payment is requested only after approval

The website mirrors real‑world operations without exposing complexity to the customer.

Execution: Capacity Controlled Booking Logic

Custom Shopify + BookThatApp Configuration

• Date selection with capacity rules
• Owner approval before payment
• Calendar syncing to prevent conflicts
• Reduced manual coordination

Visual System Reset
Every product image was rebuilt in Photoshop:

• Standardized square canvases for Shopify
• Clean masking to preserve food styling
• Cohesive backgrounds aligned to brand tone
• Optimized for speed, accessibility, and consistency

The Solution

• Fully custom Shopify website aligned to brand and business model
• Approval‑based booking workflow
• Clean, consistent product catalog
• Backend setup designed for busy seasons and growth

The site now functions as both a marketing asset and an internal tool.

‍

‍

The Results & Impact

Operational Efficiency

• ↓ Manual emails and scheduling back‑and‑forth
• ↓ Risk of overbooking and refunds
• Faster approval and payment cycles

User Experience

• Clear expectations at checkout
• Higher trust through consistent visuals
• Friction‑free request process

Performance (Early Indicators)

• Improved booking clarity and fewer customer questions
• Stronger engagement with product pages
• Scalable foundation for seasonal menus and catering

Good UX doesn’t just convert — it reduces workload.

Key Takeaway

• Design follows operations. The booking experience was built around real capacity, timing, and approval needs — not a default checkout.
• Request-first flows reduce risk. Delaying payment until approval prevents overbooking, refunds, and customer frustration.
• Consistency builds trust. Standardized product imagery materially improves perceived quality in food-based e-commerce.
• Good UX saves time. Fewer emails, clearer expectations, and faster approvals benefit both customer and owner.
• Scalability matters early. The system supports seasonal menus, catering growth, and busy periods without rework.

When UX aligns with how a business actually runs, conversion and operations improve together.

‍

‍

‍

‍

‍