DTC ecommerce · Shopify

WU Nutrition

End-to-end ecommerce leadership: Shopify storefront, acquisition, analytics, and applied AI connected into an experience that converts and the team can operate.

Contribution: As Chief Ecommerce Manager, I lead ecommerce strategy and work hands-on across design, Shopify development, UX/CRO, acquisition, analytics, and automation.
Focus: Shopify · Liquid · HTML

DTC ecommerce

01 / The challenge

Understand the business before designing the solution.

WU Nutrition sells supplements through Shopify DTC and marketplaces. The operation needs campaign promises to continue through discovery, purchase decisions, cart, and the post-purchase relationship.

Turn fragmented growth initiatives into a consistent, reusable ecommerce system that can evolve without adding unnecessary complexity for the team.

02 / The approach

A clear direction for product, experience, and operations.

01
Design one continuous journey across campaigns, landing pages, catalog, product, and cart.
02
Build configurable Shopify components so the team can operate campaigns and content independently.
03
Use AI and automation inside workflows grounded in validated commerce data and human decisions.

03 / What I delivered

From product judgment to a solution the team can use.

Modular landing-page, home, PLP, PDP, and trust-component system.
Cart drawer with value progression, recommendations, and Shopify-synced states.
Conversational assistant, CRM flows, and a growth and measurement operating system.

04 / Signals

Evidence translated into visual reading.

Acquisition and message20%
Paid media, creatives, and continuity into the destination.
Discovery (home / PLP)20%
Quiz, commerce navigation, and card-level signals.
Decision (PDP)25%
Gallery, trust, and sticky add-to-cart.
Conversational assistance20%
Daniela with server-verified commerce data.
Cart and CRM15%
Drawer, value progression, and Klaviyo.

Relative experience-system weights; not spend or commercial outcomes.

Entry / quick replies25%
Guided intents in the client.
Worker / guardrails30%
Scope limits and policy.
Verified commerce data30%
Prices and promos outside the model.
Generative response15%
Writing and structuring only.

Methodological flow diagram; no usage metrics are published.

05 / The product

The experience in context.

01 / 05Mobile home with the summer campaign, quiz banner, and access to Daniela.

02 / 05Product grid with discounts, verified reviews, 60/120-cap variants, and 24–48h delivery.

03 / 05Daniela recommends PAZ and builds the 2x1 Calma Total combo with direct add to cart.

04 / 05UGC story with verified purchase and a product card to add without leaving the video.

05 / 05Cart with progressive rewards bar, cross-sell, and secure-payment signals.

06 / Outcome

What the project put in place.

A reusable component system for campaigns, catalog, cart, and conversion.
A connected operation across storefront, acquisition, CRM, analytics, and automation.

Principles applied