A full redesign of Stencil Stop’s e-commerce website focused on clarifying product offerings, streamlining the ordering process, and realigning the site with the brand’s long-term vision. The existing site had grown dense and difficult to navigate, with outdated content, unclear product hierarchy, and a user journey that didn’t support how customers actually purchased or found help. The work centered on simplifying structure and reducing friction. This included restructuring the homepage and product pages, refining navigation and calls-to-action, reducing app integrations and CSS, and improving performance and readability. Greater visibility was given to the help center and blog to support ongoing customer education and self-service. Design decisions were guided by user behavior and data. A revised navigation flow reduced bounce rate and customer service requests, while design refinements — including introducing a grounding neutral tone to balance the existing brand palette — improved visual clarity across the site and marketing materials. Cleanup of broken URLs and legacy content also improved SEO integrity and overall site health. Shopify Plus.