the shop app is the best way to shop from your phone
but buyers have no way of learning about or trusting merchants they find on shop.
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lead product designer, partnering with our research and engineering teams.
competitive analysis, prototyping, visual design, QA -
while the initial metric for our first experiment into merchant branding was just “don’t ruin what we have”, we actually yielded a statistically significant +5% in add to carts just from manually changing the background color of merchant heroes.
we’re currently waiting to ship rich media next. -
we launched our M1 to the world in early february, and we saw over 6,000 merchants go into the editor to update their branding. i sat at brunch one day scrolling through the app seeing all these much better branded stores and it made me feel so proud.
up to this point, most of the current merchant branding in the app has been borrowed from various other places in shopify and is either out of date, off-brand, or off-spec.
the low-quality of these assets resulted in a lackluster experience that degrades the trust of buyers on the platform. additionally, the limited amount of assets limited our ability to design merchant focused content for other places in the app.
we knew that we needed a way to gather a limited and easy to get brand kit for merchants that could be used all over the app. we also wanted to make sure that our null state for merchants who don’t upload there kit is still high quality.
the default state before
the new four possible options a store could support
