ShredFin

Project overview

ShredFin wanted a Shopify store that reflected its bold fishing-apparel brand while making the shopping experience clearer and easier to navigate. I redesigned and developed the core storefront around product discovery, confident buying decisions and a smoother path to checkout.

The objective

The goal was to combine a strong visual identity with a practical customer journey. The redesign needed to introduce the brand clearly, make the product range easier to explore and give shoppers the information they need before purchasing.

• Align the storefront with ShredFin’s visual identity.
• Improve navigation and flow between key pages.
• Make products and collections easier to understand.
• Support purchase decisions with clearer presentation.
• Build a consistent experience from homepage to cart.

My role and scope

I designed and developed five core areas: the homepage, product pages, collection pages, cart and About Us page. After the redesign, the client returned for a second project focused on further conversion-rate optimization.

Designing around the customer journey

The work considered how anglers move through the store, from discovering the brand and browsing collections to evaluating individual products and reviewing their cart. I worked closely with the client through feedback and video calls, refining the experience until it matched the brand and business goals.

Observed performance

Shopify analytics supplied for the project showed a 30-day baseline of 8,948 sessions, $12.4K in sales, 185 orders and a 1.82% conversion rate. During a later October 2–12 window, the store recorded 3,185 sessions, $4,991 in sales, 77 orders and a 2.16% conversion rate.

In the first 10 hours and 42 minutes after publishing, the store recorded $150 in sales, three orders and a 5.76% conversion rate from 52 sessions. These windows differ in duration and the launch sample is small, so the figures are presented as observed snapshots rather than proof of sustained or redesign-only impact.

Client feedback

“He designed/developed our home page, product page, collection page, cart, and About Us page. He took my vision and totally exceeded expectations.”

ShredFin, verified Fiverr client

“Second time we’ve hired Ifti. He does outstanding work and goes above and beyond! Has a deep understanding of CRO and builds/optimizes websites with conversions in mind. Highly recommend!”

ShredFin, verified Fiverr client

Project outcome

ShredFin received a cohesive Shopify storefront covering the main shopping journey and brand story. The client’s decision to return for further CRO work turned the initial redesign into an ongoing collaboration focused on continued refinement.