Alice Cares – Website
Built and launched the Alice Cares Shopify website, creating an optimized for conversion, email marketing, and integrated tracking across platforms.
CATEGORY:
Print and Graphic Design
CLIENT:
Alice Cares (Founder-led project)
ROLE:
I led the development of the Alice Cares website, crafting a DTC experience built on Shopify to serve both U.S. and Singapore customers. The goal was to translate the brand identity into a cohesive, shoppable experience that conveyed the product’s quality and purpose.
I designed the full site architecture, page layouts, and product taxonomy, maintaining a cohesive brand voice and visual identity. The site was developed with conversion in mind – simplifying the checkout flow, adding product education touchpoints, and making the mobile experience intuitive.
To support retention and lifecycle marketing, I integrated Klaviyo for automated flows, including welcome series, cart recovery, and post-purchase emails. I also implemented Google Tag Manager, GA4, and Meta tracking to support performance monitoring and ad retargeting.
Through this project, I brought together branding, UX, and marketing automation to launch an eCommerce site that could scale across markets and support ongoing growth.
Product collection & visual grid
Homepage section combining ecommerce functionality with lifestyle imagery to drive clicks.
Wireframes to final design
Figma-based wireframes translated into a fully branded Shopify site, blending UX with design.
Design system & components
A complete website design system – typography, colors, buttons, and content modules – to maintain consistency and scale.
Designed mobile-first
Built with a mobile-first mindset for a touch-friendly experience that supports discovery and conversion on any device.
CHALLENGE & OBJECTIVES:
Create a responsive and visually consistent Shopify website aligned with the Alice Cares brand identity
Design a simplified customer journey optimized for mobile and conversion
Build a scalable product architecture and checkout flow to serve U.S. and Singapore customers
Set up Klaviyo email flows for welcome, abandonment, and retention
Integrate Google Tag Manager, GA4, and Meta Pixel for performance tracking and optimization
DELIVERABLES:
Full Shopify website design and build, including homepage, PDPs, FAQs, and collections
Custom mobile-responsive layouts and navigation UX
Email marketing setup in Klaviyo with triggered flows and branded templates
Tag management system using Google Tag Manager for tracking across platforms
GA4 and Meta Pixel integration to support ad measurement and audience retargeting
Site copywriting for product storytelling, brand narrative, and conversion
Reusable building blocks
A complete website design system – typography, colors, buttons, and content modules – built to maintain consistency and scale.
Product education & merchandising
Sustainability messaging and product details integrated across PDPs and landing pages to guide user decisions and support conversion.
TOOLS:
Strategy & Planning
Notion – for task tracking, QA checklists, and launch timelines
Google Workspace – for coordination, asset collection, and collaboration
Branding & Creative Direction
Figma – for desktop and mobile wireframes and UI design
Miro – for sitemap planning and content mapping
Adobe Photoshop – for asset prep and page visuals
eCommerce & Site Platforms
Shopify – for website build, CMS, and inventory management
Klaviyo – for email automation and segmentation
Performance & Optimization
Google Tag Manager – for integrated analytics and marketing pixels
Google Analytics (GA4) – for tracking user behavior and conversion events
Meta Pixel – for retargeting and campaign performance attribution
The Alice Cares website launched as a clean, conversion-focused destination with strong UX and full mobile functionality. Early analytics showed high engagement on the product pages and strong cart activity, supported by integrated tracking and Klaviyo-powered email flows.
This project demonstrated how thoughtful eCommerce design – combined with backend integrations and brand storytelling – can create a digital home that supports both acquisition and retention in a global DTC launch.