Ecommerce Design That Earns Attention
Strategic UX and UI for DTC brands that need storefronts as sharp as their product.
We design commerce experiences from research through high-fidelity systems - product discovery, storytelling, and checkout clarity in one continuous flow.
Propeller design is editorial when the brand demands it, and ruthlessly commercial when the funnel needs it. Usually both.
- UX research, wireframes, and journey maps
- UI systems for PDP, PLP, cart, and content
- Mobile commerce craft
- Brand-to-digital translation
- Handoff that developers can actually ship
“Beautiful stores that don't convert are expensive art projects.”
Heritage luxury and modern CPG brands with distinct visual languages.
Design paired with CRO so aesthetics have a conversion thesis.
Questions
Do you only design for Shopify?
Shopify is our home turf, but the design practice applies to any modern commerce stack.
How do you balance brand and conversion?
Brand sets the constraints. Conversion sets the proof. We do not sacrifice one for the other without measuring the tradeoff.
Where this shows up
- LuxuryQuiet confidence, obsessive craft, commercial clarity - flagship experiences for brands that refuse template luxury.
- Beauty & WellnessRitual, shade systems, and replenishment - storefronts and growth loops for beauty brands that sell results and belonging.
- JewelryCraft, provenance, and desire - digital flagships for jewelry brands where trust and detail decide the purchase.