03 · Product marketing
2019–2022 · Shopify
Shopify Fulfillment Network website.
I led design for the Shopify Fulfillment Network website across four years and many iterations, shaping the marketing story in step with a product that was still taking form.
How it started
Shopify Fulfillment Network launched in June 2019. As part of the Shopify shipping team, we built the full go-to-market kit around it: press announcements, help docs, app walkthroughs, sales assets, and email. The site itself went through many iterations in those early months. In 2021 we began a major redesign, and I led it end to end, including art direction for the photoshoots that would supply imagery across the site and dozens of other touchpoints.
Iterating alongside the product
Shopify Fulfillment kept changing: who it was for, what it offered, how it priced, and what the network could do. The website evolved right alongside it, so the story a merchant read always matched the product they would actually get.
A pricing calculator merchants could use
Pricing is one of the first things a merchant asks about, so we built the first merchant-facing pricing calculator for Shopify Fulfillment in marketing. Working early with content and product design, we shaped an interactive tool that fit the site structure and returned a single, all-inclusive price per item, exactly as the pricing model promised. As the model matured, the calculator matured with it.
Making the pricing model make sense
Next to the calculator, we built a pricing section that explained the model visually, with real product examples. Abstract per-item math became something a merchant could see and relate to their own catalog.
A proof-points experiment
Through competitive analysis we saw that concise proof points (around growth, time, and cost) could strengthen the top of the page. I designed and animated a set of proof-point modules for the top fold and we ran them as an experiment, exploring how a more data-forward message helped the story land.