Store Details
Migration

The Shopify Plus Admin had its own Store Details page — a legacy surface that had grown disconnected from the main Shopify admin over time. As part of the broader Plus migration, we needed to consolidate it into a single, unified settings experience.

The challenge wasn't just technical. The two surfaces had accumulated duplicate content, conflicting hierarchies, and a blurred line between organization-level settings and store-level settings. Getting this right meant untangling years of compounded decisions — and building a framework that would hold up as Shopify continued to scale.

I led content design across the full project, from discovery through to delivery — owning the content audit, the guiding principles framework, and the final shipped copy.

Integrating the Plus Store Details page into the main admin posed a specific challenge: two pages existed that covered much of the same ground, but from different angles. One lived at the organization level, one at the store level — and neither drew a clear line between them.

The guiding principles for the migration were clear from the start: build scalable products, improve navigation and hierarchy, and — the thorniest one — avoid duplication.

Discovery started with the people who knew the pain best — Merchant Success Managers. Their day-to-day support interactions gave us a ground-level view of where merchants got confused, what they couldn't find, and what they kept asking for help with.

We ran a feature audit comparing the Store Details pages at both the store and org levels, and a content audit to separate what was internal-facing from what was external and buyer-facing. This gave us the raw material to make real decisions about what should move, what should stay, and what should be cut entirely.

The most important output of the ideation phase wasn't a design — it was a set of guiding principles for what belongs at the organization level versus the store level. These were published internally, received approval from the VP of UX, and became the framework for every settings decision that followed.

After design jams, naming explorations, multiple wireframe iterations, and stakeholder alignment — we shipped a consolidated Store Details experience that drew a clean line between org-level and store-level settings for the first time.