High Desert Life Outdoors
Building a modern e-commerce experience for an independent outdoor retailer in Southwest Colorado.
My Work: Shopify development, e-commerce strategy, site architecture, product merchandising, SEO, used gear integration, email marketing, content, and ongoing optimization.
High Desert Life Outdoors
Building a modern e-commerce experience for an independent outdoor retailer in Southwest Colorado.
My Work: Shopify development, ecommerce strategy, site architecture, product merchandising, SEO, used gear integration, email marketing, content, and ongoing optimization.
Project Overview
High Desert Life Outdoors needed an ecommerce foundation that could support both new and used outdoor gear while staying easy for customers and staff to navigate. I built the Shopify store around clear collection architecture, practical merchandising, local retail needs, and long-term scalability.
The work has grown into an ongoing ecommerce partnership that includes product organization, used gear workflows, SEO, merchandising, content, email marketing, and operational improvements across the store.
My Role
I lead Shopify development, e-commerce strategy, merchandising, SEO, content, and ongoing website management for High Desert Life Outdoors. My work includes collection architecture, product setup, used inventory workflows, customer navigation, email marketing, photography, Google Merchant setup, drop shipping planning, and ongoing optimization.
Goals
Build a clear Shopify structure for a wide range of outdoor gear and apparel.
Create intuitive navigation and collections that make products easier to find.
Develop a scalable used gear and consignment experience.
Improve product merchandising, SEO, and online visibility.
Create systems that support local pickup, shipping, email marketing, and future dropshipping.
Build a flexible ecommerce foundation that can grow with the business.
Shopify Build & Store Architecture
The store was built around how customers actually shop for outdoor gear. I created a collection and navigation structure that organizes products by activity, category, gender, and use while keeping the experience simple enough for a small retail team to manage.
- Built the Shopify storefront on Horizon
- Created the primary collection and subcollection architecture
- Organized apparel, footwear, camping, climbing, cycling, paddlesports, and branded merchandise
- Added metafields and filters for more consistent product discovery
- Structured product templates and merchandising for new and used inventory
- Improved navigation across desktop and mobile
SEO & Ecommerce Optimization
SEO and merchandising are built into the store structure rather than treated as separate tasks. I focus on collection organization, product titles, metadata, internal linking, product descriptions, and ongoing improvements that help customers and search engines better understand the store.
- Optimized collection titles, descriptions, and metadata
- Developed consistent product and SEO copy standards
- Improved collection hierarchy and internal linking
- Organized Google product category data for Merchant Center
- Refined filters and product types for better product discovery
- Continue to improve site structure and customer experience as inventory grows
Used Gear & Retail Operations
Used gear required a different ecommerce workflow than standard retail inventory. I developed a structure that supports consignment products, condition grading, used apparel and footwear, product descriptions, and weekly merchandising while keeping the experience clear for customers.
- Integrated used gear into the main Shopify experience
- Created consistent condition standards for used products
- Built dedicated Used Gear, Used Apparel, and Used Footwear collections
- Developed reusable product description and SEO standards
- Created weekly Used Gear Tuesday merchandising and email campaigns
- Balanced used and new inventory within a clear navigation structure
Systems & Growth
As the store grows, my role includes building systems that reduce manual work and create room for new revenue opportunities. This includes email marketing, shipping workflows, Google Merchant, product imports, and planning a scalable dropshipping operation.
- Developed recurring Used Gear Tuesday email campaigns
- Configured shipping and local pickup workflows
- Improved product data and merchandising standards
- Planned inventory syncing and dropshipping workflows
- Evaluated Google Merchant and product feed requirements
- Provide ongoing Shopify support and strategic recommendations
Let’s Build Something That Lasts
If you want a grounded creative partner who keeps things simple and communicates straight, I’m here. Let’s make something clear, useful, and built to hold up over time.