Aalfy
Custom E-Commerce Design Platform
Designed a custom craft & e-commerce experience on Shopify, enabling hobbyists to create and seamlessly purchase laser-cut products.
Published: April 8, 2024
About Aalfy
AALFY is a social enterprise that delivers learning experiences for young people and adults. Make Laser Gifts empowers learners to use lasers to develop beautiful products and sell them.
My Role
Contractor Product Designer
Timeline
3 months (Jan - Mar 2024)
Tools Used
Figma, Shopify, Liquid, JavaScript, CSS
Project Type
Website
In early 2015, Aalfy, a local social enterprise, launched Make Laser Gifts—a digital service designed to help crafty hobbyists create and order custom laser-cut products. The platform was built as a minimum viable product (MVP) using Shopify and several third-party integrations, allowing the team to validate demand and launch quickly. By most measures, the launch was successful.
The offering served hundreds of community members and demonstrated clear product–market fit. However, despite strong interest, the business was losing revenue. The underlying issue wasn’t demand—it was the product experience. As a close collaborator and friend of one of the founders, I was brought in to help redesign the experience and address the usability issues that were preventing customers from reaching checkout.
Customer feedback and behavioural signals revealed consistent issues: