Shipped and maintained production site modules supporting core conversion paths (Storefront, Book a Demo, content pages)
Built a reusable theming and module system to reduce rework and speed up iteration
Owned end-to-end delivery across strategy decisions, UX execution, and implementation
CLIENT
SWAP COMMERCE
ROLE
DESIGN ENGINEERING, STRATEGY
RESPONSIBILITIES
DESIGN, DEV, STRATEGY
YEAR
2025
Measured across 4 weeks after release, via GA, Midas, and Hotjar.
MY CONTRIBUTIONS
Defined conversion journey and content architecture (Storefront, Book a Demo, Product Pages, Partnerships)
Built CMS-driven module system and theme-scoped styling for rapid iteration
Implemented production UI and interactions in Next.js (with performance constraints)
Partnered with marketing to clarify positioning and messaging based on use cases
Established patterns to reduce regressions and speed delivery (reusable modules, tokens, conventions)
Selected screens across the conversion journey. Modules are CMS-driven and theme-scoped to support rapid iteration without regressions.
Constraints
Small team with limited time and handoffs
Production safety, changes could not break conversion paths
CMS constraints, marketing needed control without engineering bottlenecks
Performance budgets, heavy pages would hurt paid traffic efficiency
Ongoing roadmap, messaging and modules had to evolve post-launch
Brand consistency while repositioning, new story without visual chaos
DECISIONS
CMS modules with locked patterns and editable content
Theme scoping to isolate changes and prevent cascade breakage
Conversion-journey architecture to keep pages coherent as products expanded
Performance-first build choices and simplified layouts
PROCESS
STRATEGY ALIGNMENT
Auditing and reimagining core insights were missing. I focused on what a prospective customer needs to know and how Swap can do it for you.
I wanted to ensure that we covered all types of commerce teams, as well as ensuring use case specific information was laid out cleanly and made to understand easily.
DESIGN
Using Swap's existing ecosystem, we updated styles, created new naming conventions to clarify dependencies and ensure consistency.
DEVELOPMENT
Configured modules to utilize multiple functionalities for the most latitude in how the website will grow along with its product offerings.
ADDITIONAL RESOURCES
Additional efforts towards creating a bespoke calculator to better show how Swap can save you money was entirely created in-house.
This was one of the broader strategies to align what the typical customer would want to see when making decisions
The existing website created a unified message for prospective customers but needed to be rethought as products expanded.
Focusing on use cases, identifying which KPI's were valuable to track and iterating the messaging based on new data coming in allowed us to target the right customers and ensure we told them what Swap does and why they succeed.
T E Hulme
© JACKWILSONDESIGN
© 2024