- Business
- MeUndies
- Relationship
- In-houseDirector, Product Management
- Industry
- DTC apparel · Shopify
A digital transformation onto Shopify, with custom apps built from zero.
Led the move to Shopify, built custom Shopify apps and an internal CMS from zero, then added a testing program that lifted subscriptions 33% in four weeks.
- 0 → 1Custom Shopify apps and internal CMS
- +33%Subscription rate in 4 weeks
- +2%Average order value
This was in-house work Shawn led as Director, Product Management at MeUndies.
The challenge
MeUndies, a subscription-led DTC brand, was going through a digital transformation: moving its commerce onto Shopify and replacing tools that no longer fit how the business ran.
The new setup had to support the subscription business from day one and give the team a way to keep improving it.
What was done
- 01
Owned the product vision, strategy, roadmap and delivery for the transformation, working with engineering, marketing, design and operations.
- 02
Led the migration to Shopify, writing the roadmap and PRDs with stakeholders so the move was driven by what the business needed.
- 03
Built custom Shopify apps from zero on the Shopify APIs, plus a new internal CMS, where off-the-shelf apps couldn't do the job.
- 04
Set up a testing roadmap and measurement method on the new platform, with ideas drawn from user interviews, customer feedback and behavioral data.
The result
A modern Shopify setup with custom apps and an internal CMS built 0 → 1, and a testing program that lifted the subscription rate 33% within four weeks and AOV 2%.
The platform move came first, then the custom tools, then the testing that proved it was working.