As the Web Developer and E-commerce Designer, I was responsible for turning design concepts into a fully functional, easy-to-manage website, optimised for performance and conversion.
Context
Uncle Leo’s is a well-known artisan bakery based in New Zealand, celebrated for its nostalgic family recipes, high-quality handmade goods, and warm, community-first spirit. The brand approached me to modernise its digital presence while preserving its traditional identity.
I led the full website development process, including the creation of a user-friendly, responsive site and a custom seasonal e-commerce system that allowed the bakery to sell special items during key holidays such as Easter and Christmas.
Details
Time Frame:
Sept 24 – Nov 24
Role:
UI/UX Designer, Usability Researcher
Involvement:
Web Design, E-Commerce
Web & E-commerce Features
- Custom Seasonal Shop: Designed and developed an e-commerce module for time-limited product sales, including countdowns, stock limits, and flexible pricing.
- Pre-order System: Built-in scheduling for product availability with clear messaging and email notifications.
- CMS Customisation: Tailored admin experience for non-technical users to easily manage product catalogues and homepage updates.
- Mobile Optimization: Full responsiveness across devices with simplified cart and checkout experience.
- Analytics Integration: Setup of Google Analytics and Meta Pixel for performance tracking and retargeting campaigns.
Responsibilities
- Developing a responsive, SEO-friendly website using WordPress and WooCommerce.
- Building a flexible e-commerce platform tailored to seasonal and limited-time product offerings.
- Integrating pre-order functionality and promotional modules for holiday campaigns.
- Ensuring smooth user experience across desktop and mobile devices.
- Creating a scalable backend structure so the Uncle Leo’s team could update products, banners, and content independently.
Challenges Faced
- Developing a seasonal e-commerce flow that felt seamless and didn’t overwhelm the user.
- Creating a site that reflected the warmth and handmade essence of the brand through code and layout.
- Building a store that could support occasional, high-traffic periods without requiring constant maintenance.
- Empowering the client with tools to manage their content without external help.
Solutions Implemented
- Created a modular e-commerce setup using WooCommerce with advanced scheduling and inventory control.
- Used lightweight code and caching strategies for fast loading and reliable performance during holiday campaigns.
- Delivered detailed training and custom admin panels to allow the client full control of their shop and website.
- Aligned technical execution with the brand’s tone through thoughtful UI details like hover states, transitions, and content layout.
Results
- Significant increase in direct website traffic and longer user sessions post-launch.
- Successful Easter and Mother’s Day campaigns with strong sales and positive customer feedback.
- Simplified internal workflows, allowing the Uncle Leo’s team to update products and pages with confidence.
- Improved customer experience, especially on mobile, resulting in higher engagement and conversion.