PreSonus E-commerce Redesign
Project Background
PreSonus was the first brand to migrate from Salesforce to Shopify, serving as a pilot for future e-commerce migrations. This transition aimed to modernize the shopping experience, streamline merchandising operations, and set a scalable foundation for other brands under the umbrella.
The existing PreSonus site was outdated, rigid, and lacked automation, limiting merchandising flexibility and cross-selling opportunities. With 80% of sales coming from software and 20% from hardware, the business needed a more strategic approach to product discovery, bundling, and conversion optimization.
GOALS
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Establish a scalable framework to serve as a model for future migrations
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Improve product discoverability and conversion rates
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Optimize cross-merchandising opportunities to increase hardware sales
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Streamline operations for the merch team through a modular design system
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Align with Baymard best practices to reduce friction in the user journey
CHALLENGES
The existing Salesforce site lacked modern merchandising capabilities, making product discovery and cross-selling difficult. Merchandising requirements were still evolving mid-project, requiring continuous alignment. With only two months to complete research, design, and developer handoff, the timeline was tight. Additionally, a full design audit was needed to address major usability gaps and ensure Baymard compliance.
MY ROLE
As one of two Lead Product Designers, I was responsible for:
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Led UX research to identify friction points and validate design decisions.
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Designed core pages (Homepage, PLP, Cart & Checkout, My Account)
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Applied Baymard best practices to improve usability and drive conversions.
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Collaborated with engineering and product to support feasibility
The Process
Establishing for Scalability
We began by building a lightweight design system with modular components to ensure consistency across pages and streamline development. Integrated into Contentful, it empowered the merchandising team to update content dynamically without engineering dependency.
Ideation & exploration
Once I identified the core pages I'd be leading— I explored a variety of designs that balanced business goals, user needs, and a modern experience. I then presented my designs to stakeholders for feedback, refining the vision before aligning with leadership on the final direction.
Data-Driven UX Strategy & Research
I led user testing throughout the redesign, identifying pain points, incorporating stakeholder feedback, and refining the overall site vision. A key goal was making sure users immediately understood what PreSonus offers upon entering the site. The homepage I designed achieved a 99% confidence rate in user testing, validating its effectiveness.
MVP Final Designs
HOMEPAGE
I designed reusable global components to enhance cohesion and cross-merchandising across core pages. I also introduced a modern hero section supporting video or imagery, replacing the outdated carousel per Baymard best practices. The redesigned layout prioritizes product visibility above the fold and integrates storytelling elements, using brand-driven merchandising to engage users as they scroll.
PLP
The PLP featured multiple experiences tailored to PreSonus users. I designed flexible grid views for seamless browsing, implemented a systematic badging system for automation, and incorporated varied product angles to break up the rigid grid layout.
Additionally, I improved filtering to be more intuitive, making it easier for users to refine their search. I also introduced a compare function, allowing for side-by-side product evaluation to support more informed purchasing decisions.
Mini cart and cart
I designed the mini cart and full cart to support both digital and physical products, collaborating with development to integrate Recharge with Shopify. The design prioritized an intuitive experience, featuring digital and hardware upsells, clear cart visibility, and a streamlined flow that made it easy for users to return, review their items, and check out quickly.
Impact and Thoughts
We launched the pilot successfully, which led to the decision to move forward with Shopify. Within two months, we saw an increase in hardware sales, supporting our hypothesis that the improved UX and Shopify integration contributed to higher conversions.
Despite the positive impact, the tight timeline meant some areas still needed refinement. Over the next year, our focus will be on enhancing the live product with fast follow-ups, including significant front-end design improvements. Additionally, we’ll collaborate more closely with the merchandising team to automate workflows, streamline their processes, and ensure an optimal balance between operational efficiency and user needs.