Lillipop
Shopify Build + Ongoing Marketing Support
A playful, brand-forward eCommerce experience built to support growth from launch and beyond.
Project Snapshot
Platform: Shopify
Engagement: Shopify build + ongoing optimization and marketing strategy
Focus: Brand experience, UX, merchandising structure, conversion strategy, and lifecycle marketing
Deliverables: Website design and build, template development, conversion optimization, and email campaign support
Lillipop is a playful, kid-safe, elevated beauty brand built around color, confidence, and clean ingredients. The goal was to translate that bold personality into a high-performing eCommerce experience that felt expressive and fun, while remaining structured and intuitive to shop.
Beyond aesthetics, the site needed to support thoughtful merchandising, campaign flexibility, and long-term growth. From homepage hierarchy to product architecture and lifecycle marketing alignment, every decision was made with scalability and conversion in mind.
Overview
Lillipop needed more than a visually appealing storefront. As a growing direct-to-consumer brand, the site had to balance playful, kid-forward energy with the clarity and trust required to convert parents.
The challenge was creating an experience that felt premium without losing its fun, expressive personality, while speaking to two audiences at once. The tone and visuals needed to excite kids, while the structure, product messaging, and ingredient transparency needed to reassure moms.
At the same time, the backend architecture had to support growth: product expansion, bundles, promotions, and lifecycle marketing. Navigation hierarchy, collection strategy, and merchandising needed to work together seamlessly to support both storytelling and conversion.
The Challenge
I approached the build as a brand system first (not a set of pages) so the experience could support long-term growth and ongoing marketing.
Brand-first UX - Designed a visual rhythm that feels playful yet premium, with clear hierarchy and easy scanning.
Merchandising structure - Organized products and collections to support browsing, bundling, and seasonal promotions.
Ingredient transparency - Ensured clean, kid-safe messaging was consistent across product pages, collections, and marketing, so parents could shop with confidence at every touchpoint.
Conversion support - Optimized key touchpoints (navigation, product pages, cart moments) to reduce friction and drive action.
Lifecycle thinking - Built with email marketing and product launch moments in mind so campaigns and site experience stay aligned.
The Approach
Shopify website design + build (theme setup + customization)
Brand-forward UI decisions (typography, color system, layout rhythm)
Homepage, collection, and product page structure
Merchandising + navigation strategy
Bundle / promo structure guidance
Klaviyo integration + email signup setup
Signup incentive strategy + implementation
Social media integration
Launch support + ongoing site optimization
Email marketing strategy + campaign execution (retainer support)
Automation flows (welcome series, abandoned cart)
Monthly marketing retainer (ongoing social calendar, email newsletters + campaign support & analytics)
Scope of Work
Built a bold, brand-forward shopping experience that still prioritizes clarity and ease.
Ongoing partnership: continued refinement across site + marketing to support long-term growth.
Designed a flexible product and collection structure that keeps the store easy to shop and easy to manage - so adding new products won’t disrupt the flow or function.
BRAND CAMPAIGN
PRODUCT PAGE STRUCTURE
MERCHANDISING
SIGN-UP INCENTIVE
NEWSLETTER
ABANDONED CART
The result is a digital experience that feels unmistakably Lillipop: bold, playful, and confident while supporting conversion and long-term growth. With ongoing optimization and marketing support, the site continues to evolve alongside the brand.
Outcome
Kind Words
“Alexis came highly recommended, and from day one, she truly ‘got’ my vision. She didn’t just build a beautiful Shopify site; she became a vital part of my team. She is responsive, an absolute expert, and incredibly fair with her pricing. As a fellow business owner, she understands the hustle and constantly goes above and beyond to bring ideas to life. I still run almost everything by her for a second opinion because I truly trust her advice and insight. Alexis is an all-around great human, and I feel so lucky to have found such a partner for this wild journey!”
—Adrianna Cañez Abbott, Founder and Owner, Lillipop
Ready to build something that performs as beautifully as it looks?
Let’s talk about your brand, your goals, and what growth looks like next.