eCommerce Web Design Melbourne
eCommerce design that turns browsers into buyers
I design and build eCommerce websites that make browsing feel natural and buying feel easy. From WooCommerce builds to custom checkout flows, every decision is made with the customer journey in mind — reducing friction, building confidence, and making it simple to complete a purchase.
Why design matters in eCommerce
A great product deserves a store that sells it properly
Most eCommerce stores lose customers not because the product is wrong but because the experience gets in the way. Confusing navigation, slow load times, a checkout that asks for too much — these are design problems with real commercial consequences. I build stores around how customers actually shop, so the design works as hard as the product does.
Reduce Cart Abandonment
Most abandoned carts are a design problem. Unexpected costs, confusing checkout steps, unclear error messages, too many required fields — these are all fixable. I design checkout flows that reduce friction at every step and give customers the confidence to complete their purchase.
Build Trust Through Design
Customers decide whether to trust a store within seconds. A polished, consistent design signals that the business is credible and professional. This matters especially for stores without the brand recognition of a household name — good design does the trust-building work that a big logo would otherwise do.
Improve Product Discovery
If customers cannot find the product they want quickly, they leave. Good catalogue design — filtering, sorting, search, related products, clear categories — keeps people browsing and moves them toward a purchase. This is especially important for stores with large or complex product ranges.
Who I work with
I work with businesses and organisations that want direct access to senior design, and with agencies that need a reliable eCommerce design partner for client projects.
“Ash’s professional approach and experience allow him to seamlessly collaborate with both our team and our clients. His ability to deliver exceptional work across various disciplines has consistently impressed clients, who always rave about his creativity and professionalism. We couldn’t ask for a more reliable team player.”
Josh Hall
Art Director @ MKTG Sports + Entertainment
“Working with Ash is always a pleasure. His expertise in CSS and JavaScript animation libraries add a polished touch to projects. His handovers are clear and thorough, and he’s great to collaborate with during a build to keep everything on track. It’s rare to find someone with such a strong grasp of both design and development.”
Rao Abid Ali
Lead Developer @ BJM Digital
“We’ve been working with Ash for years now and he never disappoints. His wealth of web and UI experience has been invaluable to our digital offering, and clients love him for it. He brings an extra layer of craft and polish to everything he touches.”
Chris Harris
Creative Director & Founder @ Redkite.Design Agency
Chris Harris“Working with Ash was one of those rare experiences where the work comes back better than you imagined. His ability to bring motion and storytelling into a digital experience is genuinely impressive, and he does it without making it feel overdone. Real craft.”
Lee Mate
Head of Digital @ Excite Media Agency
“Ash is the definition of a pro. His creativity is consistent, industry-leading, and bang on time. Clients love when Ash is at the helm; he always listens intently where you feel totally heard, all the while his capabilities and understanding give total confidence in the design direction and execution of every project.”
Senior UX Designer @ GS1 Australia
“Working with Ash as a fellow designer was a great experience. He understood the brief quickly, worked confidently within the existing brand, and produced work that genuinely elevated what we had. His handovers were clean and well-considered, which made the whole process feel collaborative rather than transactional. I’d work with him again without hesitation.”
Product Designer @ TIG Freight
“Ash made the whole process straightforward from start to finish. He took the time to understand what TIG needed, asked the right questions, and came back with a site that genuinely reflects who we are as a business. Communication was clear throughout and the end result has made a real difference to how we present ourselves online.”
Marketing Manager @ TIG Freight
“Ash was a strong addition to the ThreeScoops team. He operates at a senior level across web, UI and brand, and consistently delivered work that clients were genuinely excited about. He fits into an agency environment naturally, takes direction well, and brings his own ideas to the table when it counts. Reliable, talented, and great to work with.”
Art Director @ ThreeScoops Creative
“From a developer’s perspective, Ash is exactly who you want designing the things you have to build. His files are well-organised, his components are logical, and he actually understands how things get built. He’s easy to collaborate with during a build and always open to a conversation if something needs to be adjusted. It genuinely makes the development process smoother when Ash has done the design work.”
Senior Developer @ BJM Digital
“Ash was a core part of the BJM Digital team for six years and his contribution to the agency was significant. He brought a level of craft and consistency to every project that clients noticed and appreciated, and he played a real role in helping us grow our digital offering. He’s the kind of designer who takes ownership of his work and makes everyone around him better. I’d recommend him without reservation.”
Director @ BJM Digital
“Ash is one of the most reliable designers I have worked with. He hit his deadlines, communicated clearly, and consistently produced work that clients got excited about. The feedback we received from clients about working with Ash was always positive, which says a lot.”
Digital Optimisation @ DuluxGroup
“Working with Ash was straightforward in the best possible way. He understood briefs quickly, delivered work that rarely needed significant revision, and clients genuinely enjoyed working with him. We regularly got unsolicited positive feedback from clients about Ash specifically, which is not something you can say about every designer.”
Senior Project Manager @ Jetstar
eCommerce design and build process
From product catalogue to checkout, here is how I build stores that sell
Tools & Apps
01. Discovery & Strategy
Before any design begins I want to understand the product range, the target customer, and what the store needs to achieve. Who is the customer, how do they shop, what does a successful visit look like? This stage shapes every decision that follows.
Customer Journey Mapping
Understanding how your customers find products, evaluate them, and decide to buy. The better this is defined, the more effective the design.
Competitor Review
Looking at what competitors are doing well and where there is an opportunity to offer a better experience or a clearer value proposition.
Conversion Goals
Agreeing on the metrics that matter — average order value, conversion rate, repeat purchase rate — so the design is built toward outcomes, not just aesthetics.
02. Information Architecture
Structuring the store so customers can find products quickly and search engines can understand what each page is about. Category hierarchy, navigation, and product groupings all planned before visual design begins.
Category & Product Hierarchy
A logical product structure that makes browsing intuitive and helps customers narrow down to what they want without effort.
Filter & Search Design
Filtering and search experiences that let customers find products by the attributes that matter to them — size, colour, price, type — without friction.
SEO-Structured Architecture
Category and product page naming, URL structures, and content built with search intent in mind so the store ranks for the terms your customers are actually searching.
03. Design & Prototype
High-fidelity designs in Figma covering every key template — homepage, category, product, cart, and checkout. Interactive prototypes let you test the full purchase journey before a line of code is written.
Product Page Design
High-converting product page layouts that give customers the information and confidence they need to buy — imagery, specifications, reviews, and related products structured properly.
Checkout Flow Design
A streamlined checkout designed to reduce abandonment. Minimal steps, clear progress indicators, logical field order, and useful error messages.
Mobile-First Design
The majority of eCommerce browsing happens on mobile. Every template is designed mobile-first, with touch-friendly interactions and layouts that work on smaller screens without compromise.
04. WooCommerce Build
Custom WooCommerce theme built on the approved designs. Every template — shop, category, product, cart, checkout, account — styled consistently with the brand throughout. Clean, well-structured code that performs well and is straightforward to maintain.
Custom WooCommerce Theme
Bespoke WooCommerce build designed to match the approved designs precisely. No off-the-shelf themes, no visual compromise.
Payment & Shipping Integration
Payment gateways, shipping calculators, and tax configurations set up and styled to match the store design throughout — no jarring third-party interfaces breaking the brand experience.
Third-Party Integrations
Inventory management, CRM, email marketing, and other integrations configured and styled to work seamlessly within the store environment.
05. Performance & SEO
A slow eCommerce store loses customers before they even see a product. I build performance in from the start — optimised images, minimal plugin dependency, clean code, and proper caching — alongside SEO fundamentals that give the store the best chance of being found.
Page Speed Optimisation
Image compression, lazy loading, caching, and lean code to keep load times fast. Every second of delay costs conversions.
eCommerce SEO Foundations
Category and product page meta data, structured data markup for products and reviews, clean URL structures, and internal linking built in from launch.
Mobile Performance
Performance tested and optimised specifically for mobile — the device most customers use to browse and buy.
06. Launch & Handover
Pre-launch testing across browsers and devices, payment gateway testing, performance checks, and a structured handover so your team can manage the store confidently from day one.
Pre-Launch Testing
Full purchase flow testing, cross-browser and device checks, payment gateway testing, and performance auditing before anything goes live.
Performance & SEO Review
Final check of page speed, product meta data, structured data, image compression, and internal linking before launch.
Store Management Training
A walkthrough of WooCommerce so your team can add products, manage orders, run promotions, and update content without developer support for day-to-day tasks.
Featured eCommerce work
A selection of eCommerce design and build projects across a range of industries and product types.
More services
Get the full creative solution with my other services.
- View Service: Freelance Designer For Agencies
Freelance Designer For Agencies
Senior web and UI design delivered under your agency’s banner. White-label, embedded, or project-based. No overhead, no management layers, just reliable senior design.
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Web App Design
UX strategy and UI design for web applications and digital products. From user flows and wireframes through to a fully documented Figma handover ready for development.
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UI Design
Interface design for web platforms, dashboards, and digital products. Wireframes, prototypes, and production-ready Figma files your development team can build from accurately.
- View Service: WordPress Web Design
WordPress Web Design
Custom WordPress themes built to match the brand, not a template. Fast, clean, and manageable by your team without developer support for routine updates.
- View Service: Design Systems
Design Systems
Figma component libraries, design tokens, and documentation that keep large UI projects consistent and scalable. Built so your team actually uses it, not just references it.
- View Service: Web Design
Web Design
Strategy, responsive design, and WordPress builds for businesses and organisations across Melbourne and Australia. Designed to perform as well as it looks.
eCommerce web design questions
Common questions about eCommerce design and WooCommerce builds
Do you use WooCommerce or another platform?
I build primarily on WooCommerce because it integrates with WordPress, giving you full control over the store and the content around it. It is well-supported, flexible, and genuinely manageable for non-technical teams. If you are on a different platform or considering alternatives, get in touch and we can talk through the options.
Can you redesign an existing store rather than build from scratch?
Yes. Redesigning an existing WooCommerce store is a significant part of what I do. Whether the issue is visual quality, poor conversion rates, a dated design, or a CMS your team cannot manage — get in touch and we can work out what the project needs.
How do you improve conversion rates through design?
Conversion comes from removing the things that make people hesitate or leave. Clear product information, trust signals at the right moments, a checkout that asks for as little as possible, fast load times, and a design that feels credible. None of this requires guesswork — it comes from understanding how customers actually behave and designing around that.
Will I be able to manage the store myself after launch?
Yes. I build stores so that adding products, updating content, running promotions, and managing orders are all things your team can do independently. I do a handover walkthrough at launch and set up the CMS in a way that makes sense for how you actually work.
Do you handle payment gateway setup?
Yes. I configure and style payment gateways — Stripe, PayPal, and others — so they integrate seamlessly with the store design. The checkout experience stays consistent with the rest of the brand rather than dropping into a generic third-party interface.
How long does an eCommerce project take?
A typical WooCommerce store runs 8 to 12 weeks from kick-off to launch. Larger stores with complex catalogues, custom integrations, or multiple templates take longer. I give a realistic timeline at the proposal stage.
Can you integrate with our existing inventory or CRM system?
Often yes, depending on the system. I have configured WooCommerce integrations with a range of inventory management, CRM, and email marketing platforms. Get in touch with the details of what you need and I can let you know what is possible.
What is your availability?
I take on a limited number of projects at a time to make sure each one gets the attention it needs. Get in touch with your timeline and I can let you know what is possible.
Ready to chat? Then shoot me a message!