Tags
Ecommerce · UX/UI · CRO · Design System · Shopify · Product Strategy
Client
Tropicfeel
From Kickstarter to €22M eCommerce
I led the shift from a post-Kickstarter site to a scalable, modular, conversion-led eCommerce.
For five years, I led the end-to-end evolution of the ecommerce: UX/UI, CRO, Design System, and custom Shopify modules that allowed us to launch pages in days instead of weeks.
Business Impact
📈 +11x growth: from 2M€ → 22M€ in 3 years
🛒 Orders: from 22k → 150k
💶 AOV: from 89€ → 150€
🔁 Conversion rate: from 1.1% → 1.5% (all-time high)
⚡ Time-to-market: weeks → days thanks to the modular system I designed
Key Strategic Decisions
Hybrid “Kickstarter meets Ecommerce” model to balance storytelling with purchase clarity.
Custom Shopify modules & Design System, so the designers could build landings and PDPs without relying on development.
Value-driven PDP, focused on real use, benefits and social proof to reinforce the premium positioning.
Role & Process
Ongoing research (GA4, Hotjar, Clarity), definition of flows, wireframes and prototypes, creation of the Design System, design of scalable Shopify modules, and A/B testing to continuously optimize conversion and personalization.
Key Learning
This has been one of the most transformative projects of my career. It pushed me to go beyond layout and make decisions that directly impacted revenue, scalability and efficiency.
I learned how to balance storytelling and conversion, and how to guide a brand born from crowdfunding into a mature, solid ecommerce ready to grow.
In short, it wasn’t just about improving a website; it was about designing a digital system that could power Tropicfeel’s growth all the way to 22M€.
