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Project Overview
Project Overview
To modernize the digital shopping experience and improve site performance at Day’s Jewelers, I led a strategic migration from Magento to Shopify. The project focused not only on transferring content and products, but on reimagining the user journey to create a faster, more intuitive, and conversion-driven ecommerce experience.
This initiative combined platform migration, UX restructuring, SEO preservation, and conversion optimization into one cohesive digital transformation effort.
The Challenge
The Challenge
The previous platform limited flexibility, scalability, and user experience enhancements. Key challenges included:
Outdated site architecture and navigation
Slow page load speeds
Inefficient product categorization
SEO risk during migration
Inconsistent brand presentation across templates
Friction in the checkout experience
The goal was not just to migrate — but to improve performance, usability, and long-term scalability without disrupting revenue.
The Strategy
The Strategy
The migration strategy focused on three pillars:
1. Customer-Centered UX Redesign
Mapped the customer journey from homepage to checkout to identify friction points and drop-offs. Simplified navigation and restructured product collections for intuitive discovery.
2. SEO & Data Preservation
Developed a URL redirect strategy to maintain rankings and organic traffic. Audited metadata and implemented optimized page structures within Shopify.
3. Conversion-Focused Architecture
Prioritized clean product templates, clear calls-to-action, trust signals, and mobile responsiveness to reduce bounce rates and increase add-to-cart activity.
Execution
Execution
Conducted a full content and product audit prior to migration
Rebuilt site architecture and collection hierarchy
Implemented 301 redirect mapping to protect SEO
Optimized product descriptions for search and readability
Standardized product photography formatting
Streamlined checkout process
Conducted cross-device UX testing (desktop + mobile)
Collaborated with internal teams to ensure brand consistency
Every step of execution was guided by both data insights and user behavior analysis.
Results
Results
Improved site speed and mobile responsiveness
Clearer navigation leading to improved product discoverability
Reduced friction in checkout flow
Stronger brand cohesion across all pages
Maintained SEO integrity during platform transition
Created a scalable ecommerce foundation for future campaigns
Key Takeaways
Key Takeaways
Migration is an Opportunity, Not Just a Technical Task
Migration is an Opportunity, Not Just a Technical Task
Platform transitions are strategic moments to refine UX and elevate brand presentation.
Customer Journey Mapping Drives Smarter Design Decisions
Customer Journey Mapping Drives Smarter Design Decisions
Navigation and structure should reflect how customers actually shop - not internal organization
SEO Planning Must Happen Before Execution
SEO Planning Must Happen Before Execution
Redirect mapping and metadata audits are critical to preserving digital equity during migration
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