Designing a warm, collector-friendly online store in 30 days

Designing a warm, collector-friendly online store in 30 days

End-to-end product strategy of a vintage ornament store, generating $7K+ profit in first 6 weeks

End-to-end product strategy of a vintage ornament store, generating $7K+ profit in first 6 weeks
Role
Product Design, Project Management, No-code Development
Timeline
October 2024 to January 2025
Skills
Competitive Analysis, Information Architecture, Design System

Over

Over

Over

the

the

the

years,

years,

years,

my

my

my

family

family

family

collected

collected

collected

500+

500+

500+

Christopher

Christopher

Christopher

Radko

Radko

Radko

ornaments

ornaments

ornaments

from

from

from

the

the

the

1990s

1990s

1990s

and

and

and

early

early

early

2000s.

2000s.

2000s.

I

I

I

was

was

was

tasked

tasked

tasked

with

with

with

finding

finding

finding

the

the

the

best

best

best

way

way

way

to

to

to

bring

bring

bring

this

this

this

large

large

large

collection

collection

collection

online,

online,

online,

and

and

and

connect

connect

connect

with

with

with

the

the

the

niche

niche

niche

community

community

community

of

of

of

collectors

collectors

collectors

who

who

who

value

value

value

these

these

these

rare

rare

rare

pieces.

pieces.

pieces.

Caribou

Caribou

Caribou

Christmas

Christmas

Christmas

is

is

is

the

the

the

trusted

trusted

trusted

source

source

source

for

for

for

vintage

vintage

vintage

Radko

Radko

Radko

ornaments,

ornaments,

ornaments,

offering

offering

offering

a

a

a

curated

curated

curated

experience

experience

experience

for

for

for

collectors.

collectors.

collectors.

Competitive Research

I

I

I

conducted

conducted

conducted

a

a

a

competitive

competitive

competitive

analysis

analysis

analysis

to

to

to

understand

understand

understand

how

how

how

people

people

people

buy

buy

buy

and

and

and

sell

sell

sell

vintage

vintage

vintage

Radko

Radko

Radko

online

online

online

and

and

and

found

found

found

3

3

3

selling

selling

selling

approaches.

approaches.

approaches.

Across

Across

Across

these

these

these

competitors,

competitors,

competitors,

I

I

I

discovered

discovered

discovered

an

an

an

inefficient

inefficient

inefficient

and

and

and

impersonal

impersonal

impersonal

buying

buying

buying

experience.

experience.

experience.
Design

I

I

I

designed

designed

designed

an

an

an

online

online

online

store

store

store

using

using

using

detailed

detailed

detailed

product

product

product

listings,

listings,

listings,

intuitive

intuitive

intuitive

navigation,

navigation,

navigation,

and

and

and

nostalgic

nostalgic

nostalgic

branding

branding

branding

to

to

to

help

help

help

collectors

collectors

collectors

shop

shop

shop

with

with

with

ease,

ease,

ease,

and

and

and

reconnect

reconnect

reconnect

with

with

with

cherished

cherished

cherished

holiday

holiday

holiday

traditions.

traditions.

traditions.
Collection Page
Product Page
Testing

I

I

I

launched

launched

launched

identical

identical

identical

stores

stores

stores

on

on

on

Shopify

Shopify

Shopify

and

and

and

Etsy.

Etsy.

Etsy.

After

After

After

6

6

6

weeks,

weeks,

weeks,

I

I

I

compared

compared

compared

store

store

store

performance,

performance,

performance,

and

and

and

discovered

discovered

discovered

customers

customers

customers

prefer

prefer

prefer

to

to

to

buy

buy

buy

vintage

vintage

vintage

ornaments

ornaments

ornaments

8x

8x

8x

more

more

more

in

in

in

a

a

a

resale

resale

resale

environment.

environment.

environment.
Shopify
Etsy
Shopify
Shopify
Etsy
Etsy
Overall
Overall
Orders
Orders
ORD
5
5
5
46
46
46
51
51
51
Sessions
Sessions
SES
3,222
3,222
3,222
2,768
2,768
2,768
5,990
5,990
5,990
Conversion Rate
Conversion Rate
CR
0.15%
0.15%
0.15%
1.7%
1.7%
1.7%
1.55%
1.55%
1.55%
Average Order Value
Average Order Value
AOV
$196.37
$196.37
$196.37
$135.83
$135.83
$135.83
$141.75
$141.75
$141.75
Average Order Size
Average Order Size
AOS
1.4
1.4
1.4
1.3
1.3
1.3
1.31
1.31
1.31
Advertising Cost of Sales
Advertising Cost of Sales
ACOS
49%
49%
49%
9.3%
9.3%
9.3%
13.2%
13.2%
13.2%
Store performance after first 6-weeks
Zoe Boosalis
San Francisco, CA
Zoe Boosalis
Work
Resume
Open to Work
Contact Me!
Zoe Boosalis
Open to Work
Contact Me!