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Redesign
E-Commerce

Project Manager

/ Art Director

A traditional Japanese grocery store in Paris

Context

A long-established Japanese grocery store in Paris wanted to modernize its e-commerce website, which was considered difficult to navigate and visually outdated.

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WORK

PROFILE

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Challenges

A traditional Japanese grocery store in Paris

Project Manager / Art Director

Redesign

E-Commerce

Outdated design and confusing navigation

Product classification not suited to the French market

No in-house IT team

Complex migration of the loyalty program

Context

A long-established Japanese grocery store in Paris wanted to modernize its e-commerce website, which was considered difficult to navigate and visually outdated.

Approch

At the time, I had not yet received formal training in UX design. However, I believed it was possible to create a truly user-centered experience by leveraging Shopify themes, whose structure is already based on proven UX principles.

This approach allowed me to establish a solid foundation while focusing on real customer needs and clear navigation.

I assembled a team with a deep understanding of both Japanese and French cultures. Their cross-cultural perspective played a key role in designing the site’s information architecture.

Over time, the primary customer base shifted from Japanese to French users. We therefore adapted the product classification and navigation logic to better align with the habits and expectations of French customers.

1. Information Architecture

Reorganized product categories from the perspective of French customers, enabling quick and intuitive access to desired items.

2. Visual Design

Highlighted the brand’s signature “azuki red” color to reinforce visual identity, and used large product images to convey freshness and reliability.

3. System Migration

Collaborated closely with a specialized company in Vietnam to successfully migrate loyalty program data.

Challenges

Outdated design and confusing confuse

Product classification not suited to the French market

No in-house IT team

Complex migration of the loyalty program

Approch

This approach allowed me to establish a solid foundation while focusing on real customer needs and clear navigation.

I assembled a team with a deep understanding of both Japanese and French cultures. Their cross-cultural perspective played a key role in designing the site’s information architecture.

1. Information Architecture

Reorganized product categories from the perspective of French customers, enabling quick and intuitive access to desired items.

2. Visual Design

Highlighted the brand’s signature “azuki red” color to reinforce visual identity, and used large product images to convey freshness and reliability.

3. System Migration

Collaborated closely with a specialized company in Vietnam to successfully migrate loyalty program data.

Results

155% revenue growth

over 5 years

Reduced maintenance costscoûts

and simplified management thanks to Shopify

Positive customer feedback

“I can quickly find the products I’m looking for.”

Positive customer feedback

“I can quickly find the products I’m looking for.”

Reduced maintenance costs

and simplified management thanks to Shopify

Personal Takeaways

This project began as a proactive proposal I made to the director and became my first large-scale redesign.

Through it, I experienced both the satisfaction of bringing a vision to life and the uncertainty of potential failure.

It ultimately taught me that a rigorous process and close attention to user needs are the only ways to navigate that uncertainty..

Personal Takeaways

This project began as a proactive proposal I made to the director and became my first large-scale redesign.

Through it, I experienced both the satisfaction of bringing a vision to life and the uncertainty of potential failure.

It ultimately taught me that a rigorous process and close attention to user needs are the only ways to navigate that uncertainty.

Skills & Tools

Experience collaborating with international partners, including successful data migration with a Vietnam-based company

Strong visual design background with a focus on user-centered problem solving
Effective cross-cultural communication and project coordination skills

Skills & Tools

Experience collaborating with international partners, including successful data migration with a Vietnam-based company

Strong visual design background with a focus on user-centered problem solving
Effective cross-cultural communication and project coordination skills

Retrospective

This redesign was my first major initiative led independently.
Without formal UX training at the time, I relied on a pragmatic, user-focused approach and accessible tools like Shopify.

Market Comparison (FEVAD)

Between 2019 and 2024, our online sales grew by +155% (average annual growth rate: +20.6%), compared to +69% for the French e-commerce market (average annual growth rate: +11.1%).

Indexed to 2019, our growth trajectory clearly outperformed the national trend.

Conclusion

Retrospective

This project taught me how to connect performance with user experience, and to understand that listening, adaptability, and visual consistency are at the core of effective design.

This redesign was my first major initiative led independently.
Without formal UX training at the time, I relied on a pragmatic, user-focused approach and accessible tools like Shopify.

Market Comparison (FEVAD)

Between 2019 and 2024, our online sales grew by +155% (average annual growth rate: +20.6%), compared to +69% for the French e-commerce market (average annual growth rate: +11.1%).

Indexed to 2019, our growth trajectory clearly outperformed the national trend.

Conclusion

This project taught me how to connect performance with user experience, and to understand that listening, adaptability, and visual consistency are at the core of effective design.

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I am open to new professional opportunities.

Please feel free to get in touch.

@2026 portfolio Makiko DEFFIEUX

I am open to new professional opportunities. Please feel free to get in touch.

@2026 portfolio Makiko DEFFIEUX