Context
Flat Tummy Co is a DTC consumer brand, part of the same in-house team that runs Focus Factor. Long-standing engagement on the Shopify storefront - design and frontend development across the homepage, collection pages, product pages, and the section system the team ran merchandising from.
Brief
Keep the storefront moving at the pace the business needed - frequent campaigns, promo rotations, and merchandising changes - without every change becoming a dev job. Storefront patterns had to hold up across campaigns and read cleanly on mobile, where most of the traffic sat.
Work
Homepage and collection patterns
Structured the homepage around the campaign cycle rather than a fixed hero layout. Merchandising slots, promo banners, and story blocks each lived as their own section, so the team could reorder or swap them through the theme editor as campaigns rotated.
Product template
Reworked the product template around the buying decision - hero, price, add-to-cart, then benefit content, ingredients, and social proof close below on mobile. Kept the primary action visible while still giving the visitor everything they'd want to check before buying.
Reusable Shopify sections
Built the section library the team merchandised from. Configurable content, images, links, and layout options so campaign work happened in the theme editor. Custom Liquid where the built-in behaviour wasn't enough, plain JS for interactivity kept light.
Conversion-focused frontend detail
Worked through the small storefront details that add up on a shopping site - cart drawer behaviour, form states, mobile tap targets, image loading order, and layout stability. Not a redesign, just the ongoing polish that kept the storefront feeling responsive.
Outcome
The storefront ran on the templates and section library I designed and built. The team shipped promotional and merchandising updates through the theme editor without dev involvement. Multi-year engagement.
Tools
- Shopify
- Liquid
- HTML
- CSS
- JavaScript
- Theme sections