Custom Shopify App: Limited Edition Campaign Manager
Who Gives a Crap
Transforming a manual launch process into an integrated campaign tool for Product Managers.
Background
The Digital Product Team manages the full lifecycle of Limited Edition products across our D2C store — launches, upgrades, assets, and sunsets — across five geos, four times a year.
Each release involves a range of onsite assets, marketing touch points, PDPs, banners, and upgrade flows for existing subscribers — all of which must go off without a hitch.
I worked end-to-end on this project from discovery and design through to delivery alongside the engineering team.
Challenge
Engineers were manually configuring metaobjects across all five storefronts for every release, making launches operationally expensive, time-consuming, and fragile.
Data inconsistency was a constant risk, marketing chased inventory sources of truth, the customer portal team flagged post-launch issues, and timezone gaps meant early access windows were a recurring headache.
Engineering was stuck in click-ops, and every launch, something seemed to go wrong.
Approach
I conducted deep-dive discovery with engineering where I mapped the launch process, data inputs, and technical landscape to build a shared foundation. Then I interviewed our end users which surfaced two key insights: PMs thought in terms of campaigns, not products, and they needed scheduled, geo-specific releases. I synthesised these into a comprehensive requirements map. Lastly, I designed and tested using Shopify's Polaris system and FigmaMake, iterating on high-fidelity prototypes.
Outcome
The app is live, with the next Limited Edition launching in weeks. PMs are already navigating it independently, supported by handover documentation I created. The impact has been immediate:
Eliminated manual engineering configuration across five storefronts
Shifted full launch ownership from engineering to Program Managers
Removed timezone confusion, missing assets, and disjointed early-access experiences
Built on Shopify's web components, the app is purpose-built for our needs and easily updated as requirements evolve. Engineering is now free to focus on higher-priority work — and launches finally run smoothly.