JMT BEAUTY · ECOMMERCE STRATEGY, UX & SHOPIFY
Turning a complex product catalogue into a clearer professional buying system.
JMT Beauty carried hundreds of professional products across nine brands, but overlapping categories made discovery difficult and store management fragile. I independently audited, redesigned, and rebuilt the Shopify experience around how beauty professionals find, evaluate, and purchase products.
- Role
- Ecommerce Marketing Specialist
- Timeline
- February–June 2025
- Scope
- Strategy, UX/UI, Shopify, merchandising, SEO, analytics
These figures describe project scale. Commercial performance data was not retained after engagement, so no unsupported revenue or conversion claim is made.
S / SITUATION
Professional buyers had many products to choose from—and no dependable way to navigate them.
JMT Beauty serves salons and individual estheticians through a professional ecommerce model.
Customers needed to discover products across nine brands, understand technical differences, apply for professional access, and return for recurring purchases.
Store structure worked against that journey. Categories overlapped, products repeated across navigation and collections, some products disappeared from expected paths, and mobile layouts made information harder to scan.
T / BUSINESS CHALLENGE
Catalogue complexity had become customer friction.
Customer side
Professional buyers could browse—but could not predict where products belonged.
Repeated categories and inconsistent collections made discovery slower and reduced confidence in navigation.
Operations side
Team could add products—but underlying structure made merchandising harder to maintain.
Promotions, clearance logic, product feeds, brand content, and market settings depended on inconsistent product data.
Core problem was not page design. It was missing product architecture behind shopping experience.
A1 / DIAGNOSIS
I traced friction from first visit to approved purchase.
I audited navigation, collections, product tags, product pages, mobile layouts, professional-account approval, educational content, market configuration, analytics, and Google Merchant Center.
Audit separated visible design issues from structural causes. Better layouts mattered, but consistent data and clearer collection logic had to come first.
Work used catalogue review, platform audit, brand materials, stakeholder input, responsive testing, and direct inspection of product and merchandising workflows.
A2 / STRATEGIC RESPONSE
One store. Three ecommerce moves.
Make product paths predictable
Replace overlapping technical categories with clearer collections organized by business unit, brand, and product purpose.
Respect professional access
Keep pricing protected until customers submit licence information and receive account approval—without making product discovery opaque.
Build for daily merchandising
Create maintainable rules for promotions, clearance, product content, market settings, feeds, and future optimization.
A3 / EXECUTION
Every layer supported discovery, purchasing, or store operations.
Working independently, I owned ecommerce direction, responsive design, and Shopify implementation. JMT Beauty’s marketing manager supplied brand materials and reviewed proposals; I translated them into final experience.
Commerce architecture
Reworked collections, tags, navigation, US market settings, and professional-account access across roughly 302 products and 500+ SKUs.
Shopping experience
Rebuilt homepage and key product layouts in Shogun, improved mobile hierarchy, and created clearer paths into brands and product types.
Content and search
Improved selected descriptions, metadata, alt text, product imagery, and Merchant Center information—including disapproved listings and missing business details.
Growth operations
Configured promotion rules, clearance automation, Shopify Email, GA4, Microsoft Clarity, and Meta connection for future acquisition and optimization.
Full-store audit; new collection logic; product-tag cleanup; homepage and product-page rebuild; responsive Shogun layouts; professional application review; price gating; US market configuration; education and event pages; image optimization; SEO updates; promotion apps; product-feed corrections; and analytics setup.
R / OUTCOME
Clearer discovery. Stronger commerce operations.
Connected ecommerce foundation
Rebuild brought catalogue structure, professional access, responsive UX, merchandising, content, product feeds, and measurement into one manageable Shopify system.
Product discovery
Collections and navigation gave customers more consistent ways to move through brands, business units, and product types.
Professional commerce
Licence review, account approval, and hidden pricing supported JMT Beauty’s professional-only purchasing requirements.
Store operations
Structured product data and merchandising rules made promotions, clearance, listings, and future updates easier to operate.
WHAT CHANGED
Store moved from fragmented catalogue pages toward intentional professional buying journey—while giving team cleaner foundation for merchandising, acquisition, and future CRO.
“Exactly what we wanted.”
Reported client feedback after delivery
Evidence boundary: Sales and product discovery were business goals. Store performance reports were not retained after engagement, so this case documents verified delivery and operational change—not unsupported revenue or conversion lift.
NEXT OPPORTUNITY
Connect structure to commercial performance.
Next phase would establish baselines for collection discovery, account approval to purchase, product-search success, conversion rate, and repeat purchase—then use those signals to prioritize merchandising and CRO tests.