← Project archiveShopify · Klaviyo · Data Analysis · Process Improvement
ULLA Ecommerce Systems
Building the data, customer and operational systems behind a live ecommerce business
Context / Challenge
ULLA Hair® is a live ecommerce business where I manage the systems connecting products, customers, orders, communications and performance data.
As the business moved from concept to active trading, it needed reliable systems for ecommerce operations, customer communication, product records and performance analysis.
Insight
Strategy
The initial scope was to take ULLA from concept to market, covering customer and competitor research, product development, supplier sourcing, sampling, pricing, branding, ecommerce and launch.
The wider scope has since expanded into three areas: SOFTwear by ULLA, exploring a more digital ownership experience; Fibre Engineering, researching new approaches to textured hair fibres; and ULLAVersity, focused on natural hair education for young women.
Idea
Execution
As founder, I have led the business from initial research through product development, manufacturing, launch and ongoing operations.
My responsibilities have included supplier relationships, product decisions, customer experience, content, ecommerce and the development of new projects around the wider ULLA vision.
I started with market and customer research before defining the initial product requirements.
Product development was iterative. I worked through samples and production cycles, communicated directly with manufacturers and used customer response and product performance to inform changes.
I also travelled to China to meet manufacturers in person, communicate product requirements and move production forward.
- Configured and managed Shopify ecommerce operations
- Managed customer communications through Klaviyo
- Maintained product, order and customer information
- Used store data to monitor sessions, conversion and order growth
- Defined requirements for connected digital product work
- Developed SOFTwear by ULLA to extend the post purchase experience
- Coordinated supplier and product information across the wider operation
- Live Shopify store and product structure
- Customer communication workflows
- Performance reporting and operational data
- Technical requirements for SOFTwear
- Repeatable processes for product and customer operations
Impact
Building and running ULLA has shown me how technical systems, data quality and operational processes directly affect customer experience and business performance.