Cendré

As a freshly-signed client of the top-tier ecommerce agency, Bedford Lane, Cendré needed a Shopify store redesign that went beyond the usual “sell more” brief. The store had to support the brand as a cultural hub, build brand value, and drive engagement while still giving the team a practical direction for the redesign.

I worked as Senior Ecommerce Strategist and facilitated two discovery workshops with client stakeholders and agency specialists. I also researched personas using real-world data and analytics, compared the current store against competitors, and translated the outputs into a rough scope of work prioritised with an ICE matrix.

The brief had multiple layers that could easily pull the project in different directions. The team needed to define the right business goals, make the persona definitions realistic, understand how those personas interacted with the current and competitor stores, and turn all of that into a prioritised redesign scope.

The first workshop set the business direction, including the brand ambition and early persona descriptions. Between workshops, I researched those personas against store analytics and demographic data to test whether the assumptions held up.

The second workshop focused on how those personas interacted with the current store's UX and their competitor's experiences. From there, I converted the workshop outputs into a rough scope of work and used ICE prioritisation to separate what was essential from what was nice to have.

Workshop 1 established the strategic frame: business goals and initial persona thinking.

Between the workshops, I validated persona assumptions with analytics so the team was not relying on abstract audience language.

Workshop 2 went deeper into interaction patterns, comparing the current store against competitor experiences and using that contrast to surface the redesign opportunities that mattered most.

I then pulled the findings into a scope direction and ranked it with ICE so the team could see which ideas had the strongest case.

I used analytics to pressure-test persona claims, because realistic audience definition mattered more than polished assumptions.

The process was collaborative, fun, and hugely valuable in defining the right problems to solve. It gave the team a clearer redesign direction and supported decisions with data rather than opinion.

The work proved that Cendré's team knew their audience intimately, which made the workshop outputs stronger and the strategy more grounded.

This project proves that delivering discovery workshops well can align people, validate assumptions, and turn broad ambition into a defensible ecommerce brief.