Led the full redesign and migration of Greenlane’s wholesale Ecommerce site from BigCommerce to Shopify+ with zero downtime. As the project lead, I was responsible for both the creative and technical execution—rebuilding the site architecture, crafting new UX/UI layouts, and developing a fully customized Shopify+ theme tailored specifically for wholesale buyers.
This project also required complex operational integrations with Microsoft D365 to sync customer accounts, order data, and custom pricing structures. The result was a faster, more stable, and more intuitive wholesale buying experience.
Tools / Skills: Shopify+, Wholesale Ecommerce, UX/UI Redesign, Theme/Template Development, HTML/CSS, Custom Pricing, Data Migration, CRM Integration, Site Speed Optimization, Project Management
Focus: Delivering a modernized wholesale Ecommerce experience with improved UX, accurate custom pricing, and a scalable Shopify+ foundation built for performance and operational efficiency.
Led the full site redesign, including wireframes, UI layouts, and content structure.
Built and customized all Shopify+ templates, components, and wholesale UX flows.
Managed complete migration with no service interruption.
Migrated product catalogs, categories, customers, and pricing tiers.
Collaborated with IT to scope, test, and validate all data-sync workflows.
Optimized theme code and app usage to significantly improve site speed.
Performed end-to-end QA for wholesale accounts, pricing visibility, and checkout.
Created documentation and provided training for internal teams.
• The Greenlane wholesale site features a modern redesign that enhances the ecommerce user experience with improved wholesale UX and clearer buying paths.
• The launch ensured zero downtime, allowing for uninterrupted customer access during the Shopify migration transition.
• Site speed has significantly increased due to theme optimization and a reduced reliance on apps.
• Wholesale accounts and custom pricing are now accurately synced through D365.
• This update provides a more scalable and maintainable foundation for future brand and content updates.
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