E-Commerce evolution & global storefront
Built to adapt. Scaled to perform.
Evolving Marshall’s global storefront over eight years of continuous growth and major site redesigns.
PRIMARY ROLE
Lead Designer
Art Director
FOCUS AREAS
Digital Systems Architect
Cross-Department Alignment
Multi-brand integration
Motion & animation
E-commerce UX/UI
PLATFORM & METHODS
Figma
Salesforce
Co-creation workflow
Design Systems
Localization
RESULT & VALUE
Site growth, WCAG AA compliance, and a global digital ecosystem. One unified website for all Marshall Group business. E-com, B2C, B2B, Support and editorial.
Three Generations of Growth
As the primary digital designer for brand and e-com, my work was a mix of big structural updates and daily hands-on collaboration. I worked closely alongside visual merchandisers, campaign leads, and developers across departments to keep our digital presence running smoothly.
Over my time with Marshall, we took the e-commerce platform through three generations of growth to keep up with the brand's momentum.
Gen 1
Switching platforms
The first redesign centered on our transition from Magento to Salesforce. The priority was translating our existing design language into the new environment, ensuring a smooth, reliable migration that got the site and business up and running fast.
While a platform switch might seem tactical on the surface, grounding our visual foundations here laid the groundwork for the bigger creative moves that followed.
Gen 2
Performance, motion, and accessibility
The second generation was where we unlocked major design updates and structural evolution. Beyond a complete site refresh focused on shopping performance, mobile UX, and accessibility standards, a lot happened behind the scenes.
As detailed in the Ecosystem case study, we set up smoother daily workflows and component systems while introducing lighter web motion to replace static graphics. This made the site faster, more engaging, and much easier to maintain.
Gen 3
Bringing everything under one roof
The third generation came when Zound Industries acquired Marshall Amplification to form Marshall Group. We expanded our site structure to bring amps, drums, and editorial articles seamlessly alongside headphones and speakers into one unified global storefront.
It was a massive effort that meant collaborating closely with external partners, agencies, and freelancers across Sweden, the UK, and China.
Elevating the Design Language
Merging culture and commerce meant moving away from a rigid, purely transactional storefront. We wanted a less static visual expression, bringing the site to life through subtle web movement and animation.
To support this, we updated our core UI components to hit clear accessibility standards across every touchpoint. We also brought Support pages directly into our Salesforce environment and design system, while giving B2B the attention it deserved by integrating it straight into the main website and brand design instead of leaving it as an afterthought.
Impact & Reflection
By evolving the site through three major generations, we transformed our entire ecom website into a scalable, high-performing global ecosystem. Unifying B2C, B2B, Support, and brand content under a single design system laid a reliable foundation for Marshall's global expansion.
Beyond the numbers, the biggest win was simple: the platform looks damn good and runs remarkably smooth. Achieving that meant real co-creation, working closely alongside visual merchandisers, campaign leads, external partners, and developers across departments. Moving to a component-based approach dramatically sped up daily workflows, while modernizing the UI kept user engagement high.
As detailed in our Ecosystem case study, building this connected foundation unlocked massive long-term flexibility, proving that thoughtful design choices can scale a global business without losing its cultural identity.