Project overview
Pelican, a leader in crushproof, military-grade protective cases for over 40 years, sought to strengthen its D2C presence—especially on mobile. Despite strong brand recognition, the digital experience didn’t fully reflect Pelican’s heritage or showcase its broad product ecosystem.
The redesign aimed to translate Pelican’s legacy into a scalable, site-wide experience that educated, inspired, and guided users while reinforcing the brand’s promise of protection.
Goals: unify the product ecosystem with a consistent design framework, educate and inspire users through meaningful storytelling, create a clear path to purchase, build trust by highlighting Pelican’s heritage, and develop flexible components to support future campaigns and launches.
My Role: I was the lead designer and executive sponsor and led Puffco’s end-to-end UX and UI strategy, from discovery through implementation. I defined the modular design system, content framework, and navigation structure, collaborating closely with developers, SEO specialists, and the client’s internal stakeholders. I also facilitated working sessions with leadership to align on priorities and brand voice, ensuring the final product was both highly functional and deeply reflective of Puffco’s culture and audience.
Services & Activities: Research & Strategy, UX/UI Design, SEO & Content Strategy, Modular Design System, Custom Shopify Build, CMS Implementation, Design QA & Dev Collaboration
Project overview
Pelican, a leader in crushproof, military-grade protective cases for over 40 years, sought to strengthen its D2C presence—especially on mobile. Despite strong brand recognition, the digital experience didn’t fully reflect Pelican’s heritage or showcase its broad product ecosystem.
The redesign aimed to translate Pelican’s legacy into a scalable, site-wide experience that educated, inspired, and guided users while reinforcing the brand’s promise of protection.
Goals: unify the product ecosystem with a consistent design framework, educate and inspire users through meaningful storytelling, create a clear path to purchase, build trust by highlighting Pelican’s heritage, and develop flexible components to support future campaigns and launches.
My Role: I was the lead designer and executive sponsor and led Puffco’s end-to-end UX and UI strategy, from discovery through implementation. I defined the modular design system, content framework, and navigation structure, collaborating closely with developers, SEO specialists, and the client’s internal stakeholders. I also facilitated working sessions with leadership to align on priorities and brand voice, ensuring the final product was both highly functional and deeply reflective of Puffco’s culture and audience.
Services & Activities: Research & Strategy, UX/UI Design, SEO & Content Strategy, Modular Design System, Custom Shopify Build, CMS Implementation, Design QA & Dev Collaboration
Project overview
Pelican, a leader in crushproof, military-grade protective cases for over 40 years, sought to strengthen its D2C presence—especially on mobile. Despite strong brand recognition, the digital experience didn’t fully reflect Pelican’s heritage or showcase its broad product ecosystem.
The redesign aimed to translate Pelican’s legacy into a scalable, site-wide experience that educated, inspired, and guided users while reinforcing the brand’s promise of protection.
Goals: unify the product ecosystem with a consistent design framework, educate and inspire users through meaningful storytelling, create a clear path to purchase, build trust by highlighting Pelican’s heritage, and develop flexible components to support future campaigns and launches.
My Role: I was the lead designer and executive sponsor and led Puffco’s end-to-end UX and UI strategy, from discovery through implementation. I defined the modular design system, content framework, and navigation structure, collaborating closely with developers, SEO specialists, and the client’s internal stakeholders. I also facilitated working sessions with leadership to align on priorities and brand voice, ensuring the final product was both highly functional and deeply reflective of Puffco’s culture and audience.
Services & Activities: Research & Strategy, UX/UI Design, SEO & Content Strategy, Modular Design System, Custom Shopify Build, CMS Implementation, Design QA & Dev Collaboration
The Need for a Redesign
Puffco’s site was no longer serving the needs of its users or business. Product storytelling was underdeveloped, navigation felt fragmented, and the brand’s elevated tone and aesthetic were missing from the digital experience. Internally, the site was difficult to update, creating friction when launching campaigns or new products.
Problem: The site did not reflect Puffco’s brand leadership, made product discovery and education difficult, and was overly reliant on developers for content updates.
Business Need: A high-performing, SEO-optimized Shopify site with flexible content tools and brand-consistent UX patterns.
User Need: A seamless cross-device shopping experience that educated, inspired, and converted users at all technical levels.
The Need for a Redesign
Puffco’s site was no longer serving the needs of its users or business. Product storytelling was underdeveloped, navigation felt fragmented, and the brand’s elevated tone and aesthetic were missing from the digital experience. Internally, the site was difficult to update, creating friction when launching campaigns or new products.
Problem: The site did not reflect Puffco’s brand leadership, made product discovery and education difficult, and was overly reliant on developers for content updates.
Business Need: A high-performing, SEO-optimized Shopify site with flexible content tools and brand-consistent UX patterns.
User Need: A seamless cross-device shopping experience that educated, inspired, and converted users at all technical levels.
The Need for a Redesign
Puffco’s site was no longer serving the needs of its users or business. Product storytelling was underdeveloped, navigation felt fragmented, and the brand’s elevated tone and aesthetic were missing from the digital experience. Internally, the site was difficult to update, creating friction when launching campaigns or new products.
Problem: The site did not reflect Puffco’s brand leadership, made product discovery and education difficult, and was overly reliant on developers for content updates.
Business Need: A high-performing, SEO-optimized Shopify site with flexible content tools and brand-consistent UX patterns.
User Need: A seamless cross-device shopping experience that educated, inspired, and converted users at all technical levels.
Discovery
Discovery
Discovery
Research & Competitive Insights
My team and I began with a deep discovery phase, spending significant time on research to fully understand Puffco’s niche audience, product complexity, and brand aspirations. We conducted competitive audits, stakeholder interviews, technical SEO reviews, and behavioral analysis to inform the site architecture, content structure, and UX priorities.
Key Questions
We asked: How do users at different knowledge levels shop for complex tech products? How can we guide discovery and purchase with minimal friction? What do returning vs. new users need most? These questions shaped the foundation of our decisions.
Key Questions
We asked: How do users at different knowledge levels shop for complex tech products? How can we guide discovery and purchase with minimal friction? What do returning vs. new users need most? These questions shaped the foundation of our decisions.
Key Questions
We asked: How do users at different knowledge levels shop for complex tech products? How can we guide discovery and purchase with minimal friction? What do returning vs. new users need most? These questions shaped the foundation of our decisions.
Findings
Users needed clearer pathways to understand product features, bundles, and add-ons. Cross-category navigation was underutilized, and SEO opportunities were being missed due to template limitations. Visual hierarchy, content design, and education were critical to conversion—especially for new users entering the cannabis vaporizer market for the first time.
Findings
Users needed clearer pathways to understand product features, bundles, and add-ons. Cross-category navigation was underutilized, and SEO opportunities were being missed due to template limitations. Visual hierarchy, content design, and education were critical to conversion—especially for new users entering the cannabis vaporizer market for the first time.
Findings
Users needed clearer pathways to understand product features, bundles, and add-ons. Cross-category navigation was underutilized, and SEO opportunities were being missed due to template limitations. Visual hierarchy, content design, and education were critical to conversion—especially for new users entering the cannabis vaporizer market for the first time.
Ideation
Design Approach & Validation
Our solution was guided by three principles: be premium, be adaptable, and be intuitive. We overhauled the IA to reduce decision fatigue and introduced a modular design library that gave content teams full control over campaign updates and product storytelling.
Key enhancements included:
A fully responsive design system with custom Shopify components
Flexible content blocks for product launches, landing pages, and SEO-rich content
Improved PDPs with educational modules, video, reviews, and accessories
"Build Your Own" shopping tools for increased interactivity and AOV
New CMS functionality with custom code and simplified workflows
Motion and microinteractions to reinforce product quality and personality
Designs were validated through rounds of internal testing and stakeholder feedback, ensuring alignment with brand standards and measurable UX improvement.
Ideation
Design Approach & Validation
Our solution was guided by three principles: be premium, be adaptable, and be intuitive. We overhauled the IA to reduce decision fatigue and introduced a modular design library that gave content teams full control over campaign updates and product storytelling.
Key enhancements included:
A fully responsive design system with custom Shopify components
Flexible content blocks for product launches, landing pages, and SEO-rich content
Improved PDPs with educational modules, video, reviews, and accessories
"Build Your Own" shopping tools for increased interactivity and AOV
New CMS functionality with custom code and simplified workflows
Motion and microinteractions to reinforce product quality and personality
Designs were validated through rounds of internal testing and stakeholder feedback, ensuring alignment with brand standards and measurable UX improvement.
Ideation
Design Approach & Validation
Our solution was guided by three principles: be premium, be adaptable, and be intuitive. We overhauled the IA to reduce decision fatigue and introduced a modular design library that gave content teams full control over campaign updates and product storytelling.
Key enhancements included:
A fully responsive design system with custom Shopify components
Flexible content blocks for product launches, landing pages, and SEO-rich content
Improved PDPs with educational modules, video, reviews, and accessories
"Build Your Own" shopping tools for increased interactivity and AOV
New CMS functionality with custom code and simplified workflows
Motion and microinteractions to reinforce product quality and personality
Designs were validated through rounds of internal testing and stakeholder feedback, ensuring alignment with brand standards and measurable UX improvement.
Final Designs
The New Experience
The new Puffco site delivered an elevated, mobile-first experience that matched the quality and design of its products. From the moment a user lands on the homepage, the brand’s tone, heritage, and innovation come through clearly. The modular system and improved backend workflows gave Puffco’s internal teams the power to launch quickly and scale confidently.
Results
A scalable design system built for storytelling and performance
Streamlined navigation and cross-category flows
SEO-optimized templates and landing pages
A custom Shopify build with CMS flexibility
Conversion-focused PDPs and accessories integration
Final Designs
The New Experience
The new Puffco site delivered an elevated, mobile-first experience that matched the quality and design of its products. From the moment a user lands on the homepage, the brand’s tone, heritage, and innovation come through clearly. The modular system and improved backend workflows gave Puffco’s internal teams the power to launch quickly and scale confidently.
Results
A scalable design system built for storytelling and performance
Streamlined navigation and cross-category flows
SEO-optimized templates and landing pages
A custom Shopify build with CMS flexibility
Conversion-focused PDPs and accessories integration
Final Designs
The New Experience
The new Puffco site delivered an elevated, mobile-first experience that matched the quality and design of its products. From the moment a user lands on the homepage, the brand’s tone, heritage, and innovation come through clearly. The modular system and improved backend workflows gave Puffco’s internal teams the power to launch quickly and scale confidently.
Results
A scalable design system built for storytelling and performance
Streamlined navigation and cross-category flows
SEO-optimized templates and landing pages
A custom Shopify build with CMS flexibility
Conversion-focused PDPs and accessories integration
Impact
Impact
Impact
The Results
This redesign elevated Puffco’s digital presence while laying the foundation for long-term growth. By simplifying complex customer journeys and making it easier for users to explore, learn about, and purchase products, my team created a more intuitive and engaging experience. The new platform allowed for faster product and campaign launches, supported broader content and SEO strategies, and helped position Puffco as a leader in premium cannabis eCommerce.
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