I joined Electro as a design executor — and later led a UX-focused product update that repositioned it for a new market segment and drove real business growth.

Electro was originally designed to serve medium-sized merchants in electronics, home improvement, and other spec-heavy product verticals. Its clean layout and modern structure made it practical, but it lacked advanced UX features that larger catalogs required.

When I joined the team, the visual and UX direction had already been defined — so my initial role was to translate that vision into polished interface design, animations, and spec-ready components.

But it was the second chapter where I truly stepped into ownership:
I led a major product update that expanded Electro’s capability into the large catalog niche — through more powerful comparison, search, and product layout systems tailored to high-spec stores.

Phase 1 — Execution with Excellence

• Delivered high-fidelity UI design based on an existing art direction and UX flow
• Produced detailed spec documentation and component interactions
• Designed and documented micro-interactions and motion patterns for smoother UI feedback
• Worked closely with developers to ensure visual accuracy and animation performance

This stage taught me to work within existing boundaries — and still ship with care and polish.

Phase 2 — Leading the UX Evolution

Later, I identified clear limitations in Electro’s market positioning — it couldn't serve merchants with large or complex catalogs. I proposed and led a major update focused on expanding its capability and appeal.

My key contributions:

• Redefined product direction toward high-SKU merchants (e.g. electronics, tech gear, industrial tools)
• Designed an enhanced product comparison system — scalable, accessible, and highly configurable
• Introduced a flexible search system and filter logic tailored for spec-heavy product discovery
• Rebuilt the product layout architecture to support long-form specs, technical content, and buyer guidance
• Provided merchants with multiple layout options to adapt to product complexity or sales focus
• Refined internal structure for variant linking, upsell logic, and decision-making clarity

• Dynamic product comparison with toggleable attributes
• Customizable PDP layouts based on product complexity
• Flexible collection and grid structure with display logic
• Improved mobile filter/search UX
• Lightweight metafield support for complex product specs
• Quick add-to-cart with spec preview and variant logic

• Increase in sales and merchant installs on the Shopify Theme Store
• Improved ranking due to better retention and merchant satisfaction
• Expanded reach to a new audience: large-catalog merchants
• Internal team adopted new UX patterns as reusable logic across future themes

This update didn’t just patch the product — it gave Electro a second life in the market.