Partnering with Nexus Capital, a UK-based sales growth agency, I led the complete redesign and front-end redevelopment of American Hoists’ Shopify store — a major U.S. manufacturer of industrial hoisting equipment. The goal was to elevate their online presence through a more intuitive, visually engaging, and conversion-oriented user experience.

Drawing on over 7 years of experience in software development and e-commerce design, I began with in-depth research into the hoist industry, customer profiles, and brand identity. This strategic groundwork allowed me to approach the redesign from the perspective of a business owner, ensuring every design decision aligned with both user needs and commercial goals.

I worked directly with the store’s Liquid source code, building custom Shopify sections, dynamic animations, and new UI components tailored to their brand. Each feature was engineered to enhance clarity, product presentation, and overall engagement.

The result was a transformed storefront that impressed both users and stakeholders — earning direct praise from American Hoists’ CEO, who described the new site as having a genuine “WOW factor.” The project not only strengthened Nexus Capital’s reputation for delivering high-impact e-commerce solutions but also showcased my ability to blend technical precision with strategic design insight.