Scope
The Challenge
Melo’s existing Square website offered limited flexibility for how the bakery wanted to sell online. Moving to Shopify created an opportunity to improve both the customer experience and the systems the team used to manage orders.
The new site needed to better showcase Melo’s products and physical bakery while making it easier for customers to browse, understand ordering requirements, personalize orders, and schedule pickup.
Strategy & Approach
I reorganized Melo’s product catalogue and navigation into clearer categories, making it easier to browse everything from pastries and savoury items to whole cakes and catering.
I also refined product pages and site-wide copy to clearly communicate options, preparation requirements, pickup details, and other information customers needed before placing an order.
Related products were introduced at relevant points in the shopping journey. For example, customers browsing celebration cakes could easily add candles to their order without having to find them elsewhere in the store.
I rebuilt the storefront in Shopify and structured the product catalogue, collections, variants, and ordering requirements around how Melo operates.
Where Shopify’s native functionality did not support a specific requirement, I researched and implemented third-party apps. This added features such as scheduled pickup dates and times and personalized messages for applicable orders.
I also refined customer-facing emails around order confirmation and pickup to make sure important information remained clear and consistent after checkout.
The redesign brought more of Melo’s physical space and personality into the website, creating a stronger connection between the online experience and visiting the bakery in person.
I provided direction for new photography, including product styling, composition, image ratios, and environmental shots of the space. This created a more consistent image library for product pages and larger visual moments throughout the site.
I paired this imagery with clearer product hierarchy and more intentional merchandising to better showcase both the products and the experience behind them.
Results
The move from Square to Shopify gave Melo a more flexible ecommerce foundation and an online storefront that better reflects the bakery itself.
Customers can more easily discover products, understand ordering requirements, personalize purchases, and schedule pickup. At the same time, the Melo team has a more practical system for managing products and fulfilling online orders.
