Data-driven UX/UI work across multiple live e-commerce storefronts

Context & Opportunity Endrock operates in a fast-paced agency environment where multiple clients run continuous experiments to improve conversion, engagement, and usability. Each designer was assigned a set of clients and worked exclusively on their storefronts, implementing UI/UX updates based on weekly insights and performance feedback. The main opportunity across projects was to: • Improve clarity in purchase flows • Increase visual consistency across storefront sections • Translate testing insights into effective design execution • Ensure responsive, scalable UI across different devices and brands Because these were live e-commerce products, design decisions needed to balance speed, accuracy, and consistency while aligning with each client’s branding and business goals. My Role E-commerce UI/UX Designer I was responsible for the UI/UX execution across multiple e-commerce storefronts, working closely with analytics and development teams. My responsibilities included: • Designing wireframes, mockups, and high-fidelity UI for storefront sections • Updating homepage layouts, product listings, collections, and product detail pages • Translating A/B testing insights and analytics feedback into UI/UX improvements • Ensuring visual consistency across desktop and mobile experiences • Collaborating with developers to implement designs directly into live platforms • Maintaining shared design libraries to improve speed and consistency across projects While I did not run experiments directly, I worked closely with teams responsible for testing and analytics, using their conclusions to guide design decisions and iterations. Process Data-Informed Design Execution The design process was strongly driven by data and collaboration. Each week, insights from analytics, user feedback sessions, and testing results were shared across teams. Based on these insights, I designed UI/UX updates focused on improving clarity, reducing friction, and strengthening visual hierarchy in key purchase flows. Design & Iteration Depending on the client and project, I worked through: • Wireframes to define layout structure • Visual mockups to explore hierarchy and branding • High-fidelity UI designs ready for implementation Designs were reviewed internally and approved by project managers before being handed off to development. Collaboration & Implementation We held regular syncs with developers and other designers to ensure alignment. Once designs were approved, changes were implemented directly into production environments. This tight feedback loop allowed for fast iteration and continuous improvement across storefronts. Due to the nature of agency work and live production timelines, this case study focuses on representative storefront examples and final design outcomes rather than archived wireframes or early-stage explorations. Design Execution Across Clients During this period, I worked on multiple e-commerce brands, including: • Eat Proper Good – Direct-to-consumer food brand • Neewa Dogs – Pet products e-commerce store • HB Elements Inc. – Architectural products and catalog-driven platform • Drink Loverboy – Beverage and merchandise storefront • Leeway Home – Homeware and lifestyle e-commerce brand Across these projects, I consistently worked on: • Homepage and hero section layouts • Product collections and category navigation • Product detail pages (PDPs) • Promotional and campaign sections • Responsive layouts for desktop and mobile Each brand required adapting the UI to different audiences and products while maintaining usability, clarity, and strong visual structure. The following links reference live e-commerce storefronts I actively worked on as part of the agency team during my time at Endrock Growth & Analytics. • Eat Proper Good — https://eatpropergood.com • Neewa Dogs — https://www.neewadogs.com • HB Elements Inc. — https://www.hbelementsinc.com • Drink Loverboy — https://drinkloverboy.com • Leeway Home — https://leewayhome.co