Recent Role: Content Design at Shopify

Shopify logo and word mark.

Project Highlights

Hover to bring up slider arrows.

Website Relaunch

Shopify needed an experienced content and copywriter to express the value of its new fulfillment service, particularly to entrepreneurs who might not know what product fulfillment actually meant.

I wrote the experience in four web pages, working with a visual designer to make something reassuring, crisp, and immediately recognizable as “Shopify.”

Andrew is an incredibly capable and thoughtful content designer. In addition to consistently producing top-notch work, he was an amazing teammate. He communicates clearly, keeps priorities on track, and is focused on producing work that delivers. He collaborated with teams across the board on various projects and also on ways to improve processes and craft. Andrew brings a growth and big picture mindset to all aspects of the job and we were lucky to have him on our team.

Rennie Abraham

UX Manager, Shopify (Andrew's boss)

Fulfillment Pricing Calculator

Explaining the pricing model for Shopify Fulfillment Network’s order fulfillment was challenging it was an industry first. Instead charging separately for storage, materials, and delivery, Shopify offered a single fulfillment price per item.

I worked with a product designer and a visual designer to create a lean calculator that showed the service’s price per item, multi-item discounts, and how it hinged on item weight.

Andrew is an amazing colleague and friend. I was a product designer at Shopify when we worked together, and it was my first time ever in my professional career to work with a content designer. Now I can’t imagine ever working without one. He taught me so much. I would have these seemingly wild or random ideas. He would reference a concept from his craft, teach me, and support/ideate on more crazy ideas with me. Andrew also has this knack for always putting the user first without losing sight of the business goals.

Most of all though, Andrew is a genuine human being and has been super fun to work with. Whenever I felt a little down on myself, he always took the time to build me back up.

Carlo Liquido

Senior Product Designer, Shopify

Unified User Onboarding

Relaunching its fulfillment service also meant reinventing the onboarding experience for merchants new to the world of fulfillment.

I coordinated with a product designer to create a cohesive experience that transitioned merchants from the website through the application process, supporting them with an email flow to educate them along the way, and ultimately hand them off to the sales team to turn the merchants into long-term clients.

Andrew and I were in the same marketing content design crit group at Shopify. Andrew is always so willing to dive into the weeds when it comes to content design. What’s more, he’s a systems thinker, so he knows when to suggest copy changes and when to suggest IA or strategy changes. He’s present and committed to upleveling his content design craft. His suggestions are thoughtful, and he’s one of those teammates you always feel better after seeing. I would HIGHLY recommend Andrew to any team. I know I’ll miss him at Shopify.

Hannah Shadrick Hummel

Senior Marketing Content Designer, Shopify

50% Faster Newsletter Production

Shopify Fulfillment Network’s newsletter had existed as one of those “just get it out the door” channels for about a year before I joined.

I systematized the process for gathering product updates and FAQs from multiple teams to address merchant pain points, cutting down production time to two weeks. I also rewrote the signup page to bring merchants’ employees and partners further into the Shopify’ fulfillment ecosystem.

Hover to bring up slider arrows.

Working with Andrew, you know you’re going to get quality above all else. Beyond being a great writer and editor, he’s incredibly intentional in everything he does. He doesn’t cut corners and he’ll fight to put the customer first when decisions are being made about content and campaigns. A great collaborator I’d be happy to work with any time.

Evan LePage

Senior Content Marketing Manager, Shopify

Other Contributions

Product Vision Videos

I worked with a Staff Product Designer to script four videos that served as the compass for all of our product and marketing UX initiatives over the next two years. These were presented to the whole fulfillment UX team for design ideation.

Authored Content Guidelines

Shopify Fulfillment Network was a product without a consistent voice. I took it upon myself to create a a set of content guidelines for our team to operate more efficiently, and it evolved into a formal guide for the entire division’s marketing and UX efforts.

Improved Content Hiring Practice

Within three months of joining Shopify I was asked to interview incoming candidates. I interviewed alongside senior content designers and refined our interview formats worked with an internal recruiter to refine our talent sourcing efforts.

Andrew’s writing style was perfection. Creative, unique, with character and clarity. He led projects and working session with great confidence. His incredibly supportive and collaborative nature made our team feel unified and aligned with our goals. In his year at Shopify, Andrew touched not only people’s hearts but also a multitude of projects that made a significant impact on Shopify’s reach into the market (fulfillment services specific). Andrew wrote the content for the Shopify Fulfillment Network’s website, launched paid ads, sent out monthly newsletters, wrote for A/B testing email campaigns, scripted product vision videos, and so much more. His talent should not go unnoticed and any company would be very lucky to have him. Thank you Andrew, for making every day brighter at Shopify.

Maya Voss

Senior Marketing Designer, Shopify

Becoming a Shopify Alumnus

On July 26, 2022, Shopify laid off 10% of its staff.

It wasn’t based on performance or reviews; the company carefully hires hard workers at the outset.

I was just one of the unlucky 1,000 who were let go.

My team and I really liked working together, and we were on a mission to build the next big thing at Shopify.

That mission was cut short for me, unfortunately, but my teammates left one hell of an impression on me. I hope I can bring that same fire to my next project.

The reaction from the community has been heartwarming, though. I didn’t expect so many people to reach out. To be honest, I didn’t realize they felt so strongly about me.

This is what they had to say.

Hover to bring up slider arrows.

The Project Results

Shopify Fulfillment Network started a new product without a voice. During my time here, our team created the bedrock for future marketing and UX efforts. We created the product’s information architecture, its first real campaigns, and all of the essential marketing and sales assets to complete the business funnel.

We accomplished a great deal in a short amount of time. Here are the big contributions tallied up:

  • Launched 4 new product pages.
  • Built a pricing calculator.
  • Authored brand content guidelines from scratch.
  • Fixed the newsletter production process.
  • Conducted several A/B test campaigns.
  • Co-designed a brand-new app onboarding experience.
  • Debuted brand-new marketing campaigns for a fulfillment service.
  • Co-scripted four videos directing the team’s product designers for the next two years.
  • Created a suite of Black Friday/Cyber Monday marketing collateral.

Ultimately, my time at Shopify was cut short, but I’m still glad I worked here. I met incredible people who showed me new ways of thinking and who pushed me to uncover my inner designer.

Check Out My Other Projects

Click on a project to learn more about it.

Shopify logo and word mark.

Shopify

I joined Shopify as a Content Designer to promote its new fulfillment service, building a brand identity and a marketing presence from the ground up as part of a small UX team.

Employed Historian

Liberal arts grads are diving into job markets for which their education never prepared them. I'm creating the roadmap and resources I wish I'd had to build my early career.

aha insurance

I started as the SEO Specialist but have evolved into a Manager of SEO and Content Strategy, as well as the go-to copywriter and 

Webb Content

Webb Content is my freelance brand for integrated SEO and content strategy. I generate stable and recurring traffic for companies through data-driven content.

Honeypot Marketing

I joined in the middle of a Black Friday sale that generated $70,000 for one client, then continued to grow into the team's Content Marketing Manager.

King's Promise

My own alma mater has put its money where its mouth is to equip graduates for employment after university. I was invited to serve on the alumni advisory committee and it's been a pleasure.

Food for Thought

Lessons in Building a Website Business (While They’re Still Fresh)

Lessons in Building a Website Business (While They’re Still Fresh)

I used to dream about becoming an editor, but I've never really been one to keep my finger on the pulse of pop culture and politics enough to supervise opinion pieces. However, finding several niche topics and connecting them for my own understanding has always been...

This is when it’s time to stop worshipping the brand

This is when it’s time to stop worshipping the brand

We tend to worship brand fidelity above all else, but this can become a detriment to marketing campaigns when success takes a backseat to a mentality of “colouring inside the lines.” The truth is that brands can’t just fit into a box these days. Not online, anyway....

Why clients can’t dictate agency processes

Why clients can’t dictate agency processes

I’ve worked with at least 8 different agencies as an external consultant, both inside the agency and on the client side too. In that time I’ve noticed some things that stuck out as bad ideas. Some pride themselves on tailoring everything to the client’s needs. Others...

Lessons in Building a Website Business (While They’re Still Fresh)

Lessons in Building a Website Business (While They’re Still Fresh)

I used to dream about becoming an editor, but I've never really been one to keep my finger on the pulse of pop culture and politics enough to supervise opinion pieces. However, finding several niche topics and connecting them for my own understanding has always been...

This is when it’s time to stop worshipping the brand

This is when it’s time to stop worshipping the brand

We tend to worship brand fidelity above all else, but this can become a detriment to marketing campaigns when success takes a backseat to a mentality of “colouring inside the lines.” The truth is that brands can’t just fit into a box these days. Not online, anyway....

Why clients can’t dictate agency processes

Why clients can’t dictate agency processes

I’ve worked with at least 8 different agencies as an external consultant, both inside the agency and on the client side too. In that time I’ve noticed some things that stuck out as bad ideas. Some pride themselves on tailoring everything to the client’s needs. Others...

Marketing to Generation X: they don’t care, but you should.

Marketing to Generation X: they don’t care, but you should.

Nobody really writes about marketing to Generation X, but they’re actually one of the most important demographics out there at the moment. Comprising 25% of the population, yet responsible for 30% of spending, Gen X has reached the peak of its career arc—but also...

Want to work together? Let's chat.

Feel free to send an email if you'd like to chat.

I love talking shop over a cup of coffee, even if you just want a second opinion on a marketing idea.

Coffee's on me.