Rugs USA Shopify Replatforming

As the lead on multiple workstreams, I oversaw the replatforming of Rugs USA to Shopify, ensuring a seamless transition in UX/UI and data restructuring. My responsibilities spanned managing the integration of a new "View In Room" vendor, Roomvo, leading the UX/UI design direction, and coordinating between third-party design and engineering firms. This project involved extensive documentation of current site functionalities, creative direction, and alignment with leadership expectations.

Throughout the six-month process, I also led the QA and UAT efforts, prioritizing critical tickets, facilitating user testing, and ensuring a successful launch despite tight deadlines. This replatforming improved key site metrics, including traffic, conversion rates, and average order value, and consolidated the tech stack to support company M&A projects, like Annie Selke.

ROLE
UX/UI Design Lead
Vendor Manager
QA & User Testing Lead


TIMELINE
7 Months


TOOLS
Figma, Jira, Asana, Roomvo, Okendo, Shopify, Salsify, Algolia


GOALS
Enhanced User Experience: Transition Rugs USA’s site to Shopify while improving UX/UI, site structure, and functionality for better customer engagement.

Vendor Integration: Successfully integrate a new “View In Room” feature (Roomvo) to enhance the online shopping experience and streamline the backend process.

Tech Stack Consolidation: Align the platform’s technical structure for easier scalability and future mergers and acquisitions, starting with Annie Selke.

User Testing & QA: Lead the UAT process, user testing, and final validation to ensure a smooth launch, focusing on resolving critical issues and improving site performance.

Pages/Features: Before & After

Before After
Before
After

Homepage:

As part of the Rugs USA Shopify migration, we’ve implemented several significant improvements to the homepage, focusing on a refreshed brand identity, better performance, and enhanced flexibility. Below are the key updates:

Brand Refresh: We introduced a new logo and neutral color palette, creating a more modern and cohesive look.

Improved SEO: Text is now live and indexable on all banners and homepage components, improving SEO and making the site more accessible.

Modular Layout: The fully modular design allows us to easily update and rearrange sections without developer support, keeping the homepage adaptable.

Product Displays: We can now highlight specific collections and assortments with product card displays, offering a more tailored shopping experience.

Before After
Before
After

PLP:

Product Listing Page (PLP) improvements are key to providing a better browsing experience for users. Here are the main changes:

Enhanced Filters: We’ve introduced robust filtering options, allowing users to quickly find products by size, color, material, and more.

Quick View: A new Quick View feature enables users to preview product details without leaving the listing page, improving the shopping experience.

Product Labels: Custom labels (e.g., “Best Seller,” “New Arrival”) make it easier for users to spot popular or new products.

Improved Load Times: Performance optimizations have been applied to ensure fast load times even with a large number of products displayed.

Before After
Before
After

PDP:

We’ve made major updates to the Product Detail Page (PDP) to improve both functionality and visual design. Below are the key updates:

Expanded Product Images: Larger, higher-quality product images allow users to see more detail, improving decision-making.

Detailed Descriptions: Improved product descriptions, including material information and care instructions, provide more value to the customer.

Customer Reviews: A new integrated review system encourages user engagement and builds trust by displaying feedback from verified buyers.

Recommendations: Personalized product recommendations based on browsing history and preferences have been added to increase cross-sell opportunities.