A One-Week Restructure of a Two-Country D2C Storefront

JustKiddies is a D2C kids fashion brand run by its founder, shipping from two warehouse locations, one in the US and one in Germany. The brief arrived as a list of fixes. The actual problem was structure: the store had grown item by item, and customers had to work to find their way through it.

A short diagnosis showed where the friction sat. Navigation had accumulated instead of being designed. The homepage buried the products. Language and currency selection was hidden where international shoppers would never look. And shipping rates ignored where inventory actually lived, which meant wrong costs depending on the warehouse.

In one week I restructured the store around how customers actually move through it:

Streamlined the navigation to a small set of clear top-level menus, with individual headings grouped into logical sub-headings

Rebuilt the homepage around user guidance: cleaner structure, slideshows, an integrated Instagram feed

Repositioned language and currency selection so international customers see it immediately

Set up inventory locations and shipping profiles so rates follow stock availability in the US or German warehouse

Checked and linked the store policies in the footer, and built an "On Vacation" micro-page that pauses ordering during holiday periods without taking the shop offline

The engagement closed with a 60-minute training session: category changes, shipping rates, locations, the changes she'd need most often. The goal was that the founder wouldn't need me for day-to-day operations.

The store was small. The approach was the same one I bring to larger products: understand how users move through the thing, restructure around that, and leave the owner in control.