As the sole UX Engineer on a marketing team, I led a full redesign and theme migration. The goal: boost sales, speed up the site, and reduce maintenance overhead.
Overview
Create Room is a multi-million dollar craft furniture brand with customers in the US, UK, and Canada. Their website was slow, hard to update, and lacked modern UX practices.
Goal: Increase sales by improving the web experience.
Role
Sole UX Engineer
Team
Marketing Team
Timeline
6 months
Problems
1. Slow Load Times
10+ second load times on flagship product pages caused high bounce rates
2. Cluttered UI
Users were overwhelmed by the amount of content on the page and couldn't find CTA buttons
3. Bloated, Unmaintainable Codebase
800+ messy, outdated files from years of outsourced development
Poor conversion funnel
High drop-off across the site and too many steps in the user flow
Goals
The key problems became opportunities to solve for during the theme migration & redesign
Slow → Fast
The new site should load in under 3 seconds and be responsive on all devices
Confusing → Clear
Unecessary steps in the user flow should be removed, and each page should be purposeful
Legacy → Modern
Legacy dependencies should be scrutinized and unnecessary code should be removed
Simple User Flow
I targeted redesigning each step in the user flow to be more intuitive and reduce friction. Sections on the homepage mapped to Cialdini's 7 principles of Influence to best increase conversion.
In addition to leading the redesign, I was the sole developer for the entire site.
Homepage
Product Page
Cart Page
Maintainable Component Library
Section components were created with TailwindCSS and Shopify Liquid. This allowed for new pages to be created quickly and easily.
Outcomes
A Faster Website
By migrating to a well-supported theme, optimizing assets, and removing tech debt, we were able to reduce load times across the site.
Stats
Ongoing Testing
AB testing is ongoing to improve the site
Takeaways
- UX engineering isn't just about visuals — performance is experience.
- Fast, clear flows drive real business results.
- Spending time to improve efficiency pays dividends in the long run.