TDP & Cahaba Designs
Dual-brand Shopify experience • Outdoor Living & Interior Finishes
Details
As the creative lead for both The Distribution Point (TDP) and Cahaba Designs, I supported their full website redesigns within the Shopify ecosystem. Most of the focus for this project centered on TDP, where the priority was enhancing B2B functionality and modernizing the overall experience to better serve their wholesale customers.
In under 4 weeks, I guided the visual direction, selected the themes for both brands, and helped shape the structure of their new online storefronts to create cleaner navigation, stronger product discovery, and a more intuitive purchasing flow.
Team
- Client Project
- Shopify Themes
- Full Redesign + Customizations
My Role
- B2B + B2C Experience Strategy
- Visual & Interaction Design
- Design Systems
- Shopify UIUX
Discovery & Foundation of the Build
My process began with a deep exploration of native Shopify themes to understand which ones could support two very different storefronts without requiring two entirely separate builds. I compared each theme’s navigation flexibility, homepage modules, product storytelling layouts, and account tooling, evaluating how well they aligned with TDP’s B2B workflows versus Cahaba’s inspiration-driven catalog experience.
Themes like Empire and Warehouse offered strong B2B foundations—clean grids, robust filtering, and utility-focused layouts—while others leaned more toward editorial merchandising, which better matched Cahaba’s visual direction.
Once I identified the themes with the right structural strengths, I shifted focus to TDP’s requirements specifically, analyzing the differences between its guest and logged-in experiences. Guest users only see a limited informational view, while logged-in customers unlock pricing, real-time warehouse stock numbers, customized shipping behavior, and expanded navigation options. Understanding this split was essential in ensuring the chosen theme could flex across access levels while maintaining consistent UX patterns.
Understanding the user stories for both TDP and Cahaba Designs — and the clear differences between guest users and logged-in B2B customers — was essential to defining each site’s purpose. Through this process, several pain points surfaced: a weak online presence that made it hard to convert sign-ups into customers, and outdated B2B features where navigation and UX no longer aligned with their business goals. These insights guided the redesign and informed the functionality needed to support their users effectively.
Prototypes
With a clear understanding of each site’s user stories and business goals, I translated these insights into high-fidelity Figma prototypes for both TDP and Cahaba Designs. These prototypes solidified the structure, interactions, and B2B functionality needed to support their users and served as the foundation for the final Shopify builds.
Understanding the value of strong design assets was key to keeping the entire system consistent across both TDP and Cahaba Designs. I created a clear set of reusable components — including color palettes, typography styles, spacing rules, and UI elements — to ensure every page aligned visually and functionally. By defining these assets early, I was able to prototype faster, maintain a cohesive look across 65+ high-fidelity screens, and make updates efficiently without breaking the overall design language. This asset system became the visual foundation and helped guide the development team to deliver the website in a timely matter.
The Delivery
Bringing all the prototypes, assets, and user insights together, I translated the digital frames into a fully realized experience. Because this project had an accelerated timeline, I led design calls every other day to keep the client aligned, gather new requirements, and refine details that surfaced beyond the initial discovery phase. This tight feedback loop ensured we delivered a polished, functional product on time without compromising quality.
Homepage for Logged-In Users & Guest Users
The homepage experience was adapted for both guest and logged-in users, ensuring each saw the navigation, actions, and content most relevant to their needs.
Product Landing & Detail Pages
The Product Listing Page was redesigned to simplify filtering, improve product comparability, and make inventory visibility clearer for B2B buyers. The Product Detail Page highlights key specifications, pricing, and warehouse availability to help users make faster, more informed purchasing decisions.
My Accounts
A dedicated MyAccount area was designed to support TDP’s B2B workflows, giving users clear access to profiles, addresses, invoice history, orders, and saved carts — all essential for fast, reliable day-to-day operations.
Cahaba Designs
It was equally important to deliver a polished experience for Cahaba Designs, ensuring their catalog-focused site remained simple, elegant, and optimized for mobile browsing.
Conclusion
After delivering 62 high-fidelity pages and leading nine design meetings, I launched two fully polished Shopify sites with custom B2B and catalog features. The redesign strengthened each brand’s online presence, improved customer awareness, and lowered the bounce rate from 65% to 35% — all while preserving the familiar flow their users relied on.
