Manic Panic, a leader in e-commerce hair dye since 1997, enlisted our help to realign their brand and completely overhaul their e-commerce site. By transitioning from WooCommerce to Shopify, I aimed to enhance user experience, increase conversions, and support future growth, all while staying true to the founders' iconic vision.

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Workstreams

Brand

Website

Product

Development

Duration

14 months

Process

Brand Realignment & Strategic Vision

‍ Manic Panic, with its iconic founders Tish and Snookie, needed a fresh take on its e-commerce presence without losing the essence of its brand. Our goal was to leverage best practices while maintaining the founders’ vision, which was crucial for their loyal and established user base.‍

Challenge of Transitioning Platforms

The existing WooCommerce site was a complex mix of various components, making it challenging to manage and scale. Transitioning to Shopify required buy-in from multiple teams, which meant we had to clearly demonstrate the limitations of the current platform and the benefits of a new, more robust solution.

Data-Driven User-Centered Design

‍ Leading the research and ideation phase, I focused on data aggregation and rigorous user testing. It became clear that while brand popularity sustained the old site’s profitability, there was a significant opportunity to increase conversions, reduce churn, and encourage repeat purchases through a data-driven, user-centered design approach.‍

High-Fidelity Design & Stakeholder Buy-In

‍ After wireframing and prototyping, we moved into high-fidelity design, creating style scapes that resonated with both the founders and cross-functional teams. These visual representations were instrumental in selling the vision of the new UI, ensuring that all stakeholders were aligned with the project’s direction.

Implementation & Results

‍ The result was a completely streamlined e-commerce solution that increased overall sales by 31% within three months. Additionally, the foundation was set for further improvements, including updated abandoned cart campaigns and segmented email strategies, which led to a 51% increase in conversions within six months.

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Outcome

The successful transition to Shopify not only boosted sales but also positioned Manic Panic for future growth. The clients were thrilled with the outcome, and I continued to support the founders with business development consulting, further solidifying the long-term impact of the project.