Web Director & UX Designer
The Mysterious Package Company.
“The coolest thing you can get in your mailbox,” says Neil Patrick Harris. Immersive story experiences, delivered by mail.
Rebuild on Shopify instead of patching five years of custom code.
- Outcome
- Improved conversion rates by 15%+ on average
- Landing pages generating $30–50K daily in direct sales
- Design decision time cut from 1–2 weeks to 1–2 days
- Dramatically reduced fulfillment times through automation
- Problem
- A five-year-old custom eCommerce build was clunky for customers and brutal to maintain, with manual fulfillment eating the team’s week.
- My role
- Directed all aspects of UI and web development · User testing via A/B split testing · Rebuilt the flagship eCommerce store on Shopify · Custom fulfillment automation inside the new site
- Key calls
- Put fulfillment automation inside the store itself
- Weekly A/B tests over big-bang redesigns
- Stack
- Shopify · custom fulfillment app · Google Optimize A/B testing · design system
The rebuild.
MPC had spent five years on a custom build that was clunky for customers and brutal to maintain. I rebuilt the flagship store on Shopify: mapped the old front-end and back-end flows, cut what did not earn its place, and shipped a storefront where the story comes first and the path to purchase is obvious.
Wireframe to design system.
Wireframes to a full design system to prototypes. One system in the brand’s antique-occult voice carried the homepage, catalogue, membership flow, and checkout, across desktop and mobile.
Fulfillment automation inside the store.
The team was losing a week to manual fulfillment. I mapped the entire member journey, from public homepage through membership approval, experience requisition, checkout, and the fulfillment workflow, then built automation into the store itself so orders moved without hand-holding.
Weekly A/B tests, real lifts.
I treated conversion as a habit, not a project. Running Google Optimize experiments week over week, conversion climbed 3 to 5% week over week for a month straight, and 15%+ on average. These are the actual experiment readouts: homepage copy lifted conversion 18.8% across more than 70,000 sessions, and a homepage button test lifted it 31.6%.
Hand-coded, before AI.
I built the experience landing pages by hand in 2017, years before AI could write a line of them. No frameworks, no page builders, no generators, just HTML, CSS, and hand-animated SVG. Nearly a decade later they still hold up, and that is the point: get the fundamentals right and the work does not date. These are the real pages, rehosted and running right here, open one and look around. Also live: the members’ sub-page and a self-drawing SVG icon.
