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E-Commerce UX/UI Design
Silvercoin Artworks – E‑Commerce UX/UI Optimization & Ongoing Support
My role at Silvercoin Artworks was to make the webshop more future-proof and conversion-oriented during the ongoing development phase through targeted UX and UI improvements.
At that time, the client and an external developer were working on the webshop, which is based on a heavily customized Shopify architecture. The biggest challenge was to quickly understand the existing Shopify and shadcn structure while implementing focused UX and UI improvements in parallel with development.
As a first test for the collaboration, I was asked to optimize the homepage. For this, I analyzed the webshop as a whole, identified the main pain points of the entry page, developed a clearer page structure and extended the existing Silvercoin Artworks brand appearance with a new UI. The result was a more intuitive user experience and a more premium overall impression.
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Before/after comparison
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Homepage – Silvercoin Artworks
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Customizable silver bars – PDP
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Print products – Silver certificate
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Print products – Voucher flyer
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Social Media & Google Display Ads
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Since both the client and the developer were convinced by the improved homepage, I was commissioned to redesign the entire webshop. This comprehensive redesign included:
- the homepage
- global navigation
- global footer
- several product detail pages (PDP) with dynamic content
- a product listing page (PLP) for the limited-edition silver bars
- a 404 page to reduce potential bounce rate
- a campaign landing page
- UX/UI optimization of the newsletter popup
A central part of the project was also the concept and design of the online product configurator for customizable silver bars and coins. The configurator was first developed with its full feature scope and then translated into a scalable MVP version.
In addition, I conducted a holistic analysis of the existing UX and UI and used this as a basis to define concrete opportunities for the further development of the webshop. This included approaches for expanding existing pages, adding further product categories and exploring potential collaborations. The goal was not only to prepare the webshop for launch, but also to create a scalable structure for future growth.
Project Completion & Ongoing Support
As the project continued, I was also commissioned to design additional assets alongside the UX/UI optimization. These included a full redesign of the silver certificates, the development of a voucher flyer and the creation of over 100 graphics for social media and Google Display Ads. To implement these assets efficiently, at a high visual standard and in a cost-effective way, I optimized my design process through the targeted use of AI tools such as Google Gemini, ChatGPT and Adobe Firefly.