Bespoke LED Lighting

Objective

Bespoke LED needed a complete overhaul of their ecommerce platform, trade customer system, and digital workflows. The existing experience lacked structure, automation, customer verification, and reliable pricing logic. The objective was to design and build a modern ecommerce solution that strengthened conversions, automated admin processes, and delivered a premium, trustworthy B2B+ retail experience.

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What I did

• Designed and built the full ecommerce site in Webflow.
• Built custom Firebase Authentication flows for sign up, login, approval, and verification.
• Developed dynamic pricing logic and category-based discounts using JavaScript.
• Integrated Mailchimp and Zapier for automated onboarding and trade-user notifications.
• Implemented SEO foundations, structured navigation, and improved content hierarchy.
• Managed technical fixes, schema, page performance, and Google Merchant integration.
• Created a scalable CMS structure for products, categories, blogs, and marketing pages.
• Ongoing UX, SEO, and data analysis to support the business post-launch.

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Creative Process

• Discovery: Identified weak points in the existing customer journey, catalogue complexity, and trade-user pain points.

• Experience Mapping: Planned a full end-to-end flow across browsing, pricing, cart logic, verification, and checkout.

• Technical Prototyping: Tested Firebase, discount scripts, and onboarding logic inside Webflow’s limitations.

• UI Design: Built clean, product-first UI components along with a product detail template optimised for clarity and conversion.

• Systems Thinking: Produced a unified CMS model, category mapping, and pricing architecture that could scale as inventory expanded.

• Automation: Designed the email automation ecosystem to reduce admin overhead and improve the onboarding experience.

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Results

• Delivered a fully automated trade-user onboarding system with Firebase, Zapier, and Mailchimp.
• Strengthened SEO structure, improving visibility for category and product terms.
• Eliminated major pain points around pricing, user verification, and cart behaviour.
• Improved site performance, navigation clarity, and product discovery.
• Delivered a scalable foundation for the brand’s ecommerce growth.

Conclusion

This project highlighted my ability to blend UX design, product thinking, and technical problem-solving. By designing the front end and building the backend logic, I created an ecommerce system that was modern, scalable, and significantly more automated for the business.