Built with Webflow
Landing Page for Shopping Tool as a Shopify Browser Extension
Max Martinez
Helping conscious shoppers discover independent brands that share their values
Goodbuy makes it easier to shop with intention by connecting consumers with independent and minority-owned brands that align with what they care about.
The core product and brand were already established. My role was to extend that system into new campaigns, landing pages, and digital experiences designed to grow both sides of the marketplace.
Role: Digital Designer
Scope: Creative Direction, UI/UX Design, Website Design, Webflow Development
Location: Boise, ID
Team: Cara Oppenheimer (Co-Founder), Mia LeBlon Noir (Head of Product), Mika Unger (Creative Director)
Timeline: Aug 2022 – Nov 2023
Context: Extending the brand beyond the core product
Goodbuy already had a strong point of view and a recognizable visual identity. The opportunity was to give that brand more places to perform.
As the company expanded, new audiences and campaigns needed their own focused experiences without feeling disconnected from the main product. That led to a series of projects across merchant acquisition, conversational shopping, and seasonal commerce.
Small Shops: Helping independent brands join the marketplace
Goodbuy wanted to grow its network of Shopify merchants. The landing page needed to explain the value of joining quickly: reach shoppers who actively want to support small businesses, increase discovery, and create another acquisition channel.
The experience stayed visually close to the core brand while using motion, floating compositions, and clear conversion points to make the offer feel more immediate.
From outreach to self-service
Before the landing page, the team had onboarded only a small number of businesses and relied more heavily on direct communication. The new page gave merchants a place to understand the offer on their own.
Goodbuy later grew the marketplace to more than 1,500 brands, and the team continued using the page as a high-converting acquisition tool more than a year after launch.
Wingwoman: Turning gift discovery into a conversation experience
Goodbuy Wingwoman explored a different kind of shopping experience. Instead of browsing categories or filters, shoppers could describe who they were buying for and get gift ideas through a conversational interface.
The landing page needed to explain that interaction almost instantly. So the hero became the product demo. Animated prompts and results played directly inside a phone interface, while featured shops moved subtly behind it. The primary action stayed above the fold: enter a phone number and try Wingwoman.
Holiday Catalog: Bringing the feeling of a print catalog online
For the holiday season, Goodbuy wanted a more immersive way to help shoppers discover gifts from independent brands. The result was a digital catalog inspired by print editorial design but built around the advantages of the web: motion, interactive navigation, live marketplace products, and direct paths back into shopping.
The timeline was short, so the system had to be expressive without becoming difficult to produce or maintain.
Navigation: Making the catalog easy to explore
The experience contained more than 40 curated collections, over 20 featured small-business owners, and additional influencer picks. That amount of content needed more than a standard page scroll.
Navigation borrowed from both websites and print catalogs: a table of contents for jumping between chapters, contextual controls, and floating actions that connected products back to Goodbuy's marketplace.
Commerce: Connecting editorial storytelling back to shopping
The catalog was not a static holiday lookbook. Product data was pulled directly from Goodbuy's marketplace through a custom API integration. That allowed the team, featured brands, and influencers to curate real products while keeping every page connected to the core shopping experience.
Mobile: Designing for the way people actually shop
The catalog was available across screen sizes, but mobile was the primary experience. Layouts became more vertical and gesture-friendly. Navigation controls stayed close to the thumb. Tap areas were generous. And content moved naturally from immersive editorial pages back into product discovery.
Development: Moving from idea to live campaign quickly
The Small Shops page, Wingwoman launch experience, and Holiday Catalog were all built in Webflow. For the catalog, that also meant integrating marketplace API calls so products and actions could connect directly back to Goodbuy's core platform.
Working across design and implementation made it easier to refine motion, interactions, responsive behavior, and content while the projects were still taking shape.
Outcome: One brand, several ways to grow
The work helped Goodbuy extend its brand beyond the core shopping app into several focused experiences: a merchant acquisition page that continued driving sign-ups, a conversational AI product launch, and a large seasonal shopping experience combining editorial storytelling with live commerce.
Each project had a different audience and purpose, but all of them stayed recognizably part of Goodbuy.
"Max took the time to understand our goals and consistently brought unique ideas and solutions."
— Mika Unger, Creative Director
Media by M-ART Production.
Full case study (with videos): https://www.maxmartinez.com/work/goodbuy
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Posted Aug 3, 2026
Campaigns and landing pages for Goodbuy, a marketplace for independent and minority-owned brands. I designed and built in Webflow a merchant acquisition page, a conversational gifting launch, and an interactive holiday catalog powered by live marketplace products.
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Timeline
Aug 1, 2022 - Nov 30, 2023
Clients
goodbuy
