Built for work.
Designed for growth.

• Establish FreemanTools.com as a sustainable DTC channel with healthier margins and greater pricing control than retail partners and Amazon Seller Central.

• Increase conversion rate by improving navigation, product hierarchy, mobile experience, and PDP clarity.

• Improve retention by helping customers easily find compatible tools, refill fasteners, and relevant add-ons for repeat purchase.

I restructured the homepage into a three-section layout to create clearer user paths, surface richer content, and strengthen trust signals - resulting in a smoother, more confident shopping experience.

• Replaced the outdated “Shop by Job” row with a fully responsive, modern category grid that better surfaces key product families.

• Used structured prompts to generate a scalable and reusable Shopify AI component, enabling consistent layouts across desktop and mobile.

• Added a guided “Tool Finder” quiz that helps users discover the right tool in under 3 minutes, reducing choice overload and improving engagement (currently iterating to boost completion rate).

• Positioned a dedicated promotional block at the top of the homepage to immediately highlight ongoing deals and high-value kits.

• Increased product discoverability by surfacing seasonal promotions and top-selling bundles before users scroll.

• Reduced browsing friction by grouping featured items into a single, scannable section instead of scattered rows across the page.

• Designed this section to strengthen credibility through pro endorsements, expert articles, and verified customer reviews.

• Curated SEO-optimized content (how-to guides, comparison posts, troubleshooting tips) to boost organic discoverability.

• Helps users feel confident in product quality while improving search visibility and overall brand trust.

To leverage existing social proof, I imported and centralized reviews from other platforms onto our site.

To help grow our DTC channel and improve retention, I introduced a new 10% off opt-in pop-up.

• My first version triggered after 5 seconds, but user behavior quickly showed that it disrupted early browsing.

• I iterated on the timing and increased the delay to 15 seconds, giving users more time to build trust before being asked to subscribe.

The flow below outlines how subscribers move from signup to their first order through timely reminders and targeted incentives, ensuring we maximize every touchpoint and reduce drop-off.

PS: I’ll continue monitoring performance data and adjusting the timeline to further optimize results.

• After a small set of customer interviews, I found that many users bring Amazon-style shopping expectations to our DTC site, specifically relying on rich, visual content to evaluate products before purchasing.

• To meet this behavior efficiently, I adapted our existing Amazon A+ assets into a Shopify-native A+ content system, powered by Shopify AI and structured backend attributes.

Freeman offers hundreds of fastener SKUs, which previously appeared as separate listings. This made it difficult for customers to find the right option and created overwhelming, repetitive category pages.

To simplify decision-making, related fastener variants were grouped into unified PDPs.

This reduced choice overload, improved discoverability, and made it easier for customers to confidently select the correct fastener, leading to stronger conversion.

Flexible quantity options and build-your-own bundles helped customers buy the right amount for their projects, making higher-value purchases feel intentional while increasing AOV, trust, and repeat behavior.

• Bulk purchasing is common for fasteners, but the previous experience made it difficult to buy the right amount efficiently.

• Introducing clear quantity tiers aligned pricing with customer intent, reduced decision friction, and encouraged larger orders, resulting in higher average order value without additional traffic.

• Flexible bundles paired tools with compatible fasteners, helping customers buy with confidence while increasing attachment rate and order value.

• With bundles and quantity breaks now driving larger purchases, I strategically increased the free shipping threshold from $35 → $75, with $99 planned as the next step.

• To support this transition without hurting conversion, I designed and implemented a free shipping progress bar in the cart.

A reward structure was designed to reinforce meaningful behaviors across the customer lifecycle, such as account creation, purchases, and referrals rather than relying on discounts alone.

By aligning rewards with actions that drive long-term value, the program encourages early engagement, repeat purchases, and brand advocacy while remaining simple and easy to understand.

A tiered loyalty system was introduced to reward ongoing commitment and give frequent buyers a clear progression path over time.

Each tier increases perceived value through incremental benefits, encouraging customers to consolidate spend with Freeman and strengthening long-term retention without heavy promotional pressure.

A lightweight entry point and centralized dashboard made loyalty status and rewards easy to understand, reinforcing progress and encouraging repeat engagement.

• Discovery: Introduces membership benefits at the right moment

• Clarity: Centralizes points, tiers, and rewards in one place

• Motivation: Makes progress and value visible over time

Rewards are accessible directly from the user’s profile, with clear redemption options based on available points.

Tier-exclusive discounts are automatically applied at checkout, ensuring eligible benefits are never missed and reducing cognitive load at the point of purchase.