Shaikh Zeeshan Start A Project Designing a Shopify Platform That Powered $1.8B+ in GMV
Because is a Shopify personalization and experimentation platform that helps ecommerce teams launch targeted storefront experiences without relying heavily on developers.
My role was to make advanced campaign, targeting, and experimentation workflows easier for everyday marketing teams.
The product offered powerful functionality, but campaign creation, targeting, testing, and reporting could feel complex.
The experience needed stronger hierarchy and clearer workflows without reducing flexibility.
I redesigned key dashboard workflows, simplified campaign creation, improved information hierarchy, and introduced reusable UI patterns.
I also designed the pitch deck, so the story Because told outside the product matched the product itself.
Because lets a marketing team design a storefront message, decide exactly who sees it, and prove whether it works, all from inside Shopify. The design job was to keep all of that power while making every step feel obvious.
Platform screens and states designed, from onboarding to A/B testing
Template categories, from shipping and inventory to reviews and give back
Design, templates and targeting side by side for every campaign type, so learning one teaches all of them
Screen counts taken from the project’s Figma file.
Before redrawing screens, I listed where a marketer could stall between installing Because and seeing results. Each one became a rule for the product, and each rule became a design decision you’ll see below.
Can we make pre-made rules?
Maybe have global design settings inside the creation flow, so users don’t have to leave it.
Rules varying can skew results. Figure out how to limit that, like using the rules from campaign A.
Labels with placeholder text could be harmful, because users might not notice the fields aren’t filled in yet.
When someone edits a published banner, will it open a separate editor flow?
Maybe the preview can stay reachable after a playbook is added, in case a user forgets.
What do customers think we do?
How important are advanced settings like margins and line height?
Five steps from install to results. Merchants make two real decisions, what to show and who sees it. Because does the setup work.
BecauseCreating a campaign used to mean walking a fixed path: playbook, editor, rules, publish. Fixing one headline after setting rules meant stepping back through it. I collapsed it into one workspace with three tabs and pinned a live storefront preview beside every edit, because copy, design and targeting get tuned together.
A blank editor is where new campaigns stall. Marketers knew the goal, not the words or the layout. So I designed a template library sorted by intent, and every preview shows a customer example and how the template performs before it goes live.
BecauseTargeting is where marketers got lost. Segments, tags, cart values and visitor data all lived in different places. I made the sentence the backbone: conditions join with AND or OR, and playbooks pre-fill the whole rule, so marketers only fill in the blanks. If you can read a rule out loud, you can trust it.
With many campaigns live, two will eventually want the same spot on the same product page. Each position gets a priority stack and a maximum number of campaigns. Push one past the maximum and the screen shows which campaign won’t display, and why.
I wrote the ordering logic as a loop before drawing anything. Start at priority one, show the highest eligible campaign, move to the next position, and stop when the page is full. The screens were designed on top of that loop, so what merchants see always matches what the storefront does.
BecauseTests used to read like a report, with the outcome left for the marketer to work out. Now variants sit side by side on the same campaign cards as the rest of the product, and a results column shows each lift in green or red. Setup takes two steps, with auto-publish for the winner, because a test is only useful if someone acts on it.
Every campaign card carries impressions, revenue, conversion and add to cart, next to a live preview of the banner itself. The dashboard answers “what’s working?” before anyone opens a report, and any campaign can become a test from there.
Smaller decisions outside the main path, which made Because faster to start and easier to keep on brand.
A new merchant’s first banner used to look nothing like their store. Now a few questions about goals and traffic come first, then Because pulls brand colours and fonts straight from the site. Stores with 10k+ monthly visitors are offered a strategy call with the team; everyone else gets a guide and a short demo.
Text, colour and style settings live in one place, so every new banner matches the store by default. Styling follows the theme unless a campaign overrides it in its own editor, with Basic settings first and Advanced on request.
Every screen is built from the same small set of patterns, on one set of colour and type tokens in Because violet. New features became new combinations of existing parts, not new components. That is what kept 180+ screens feeling like one product.
Five patterns do most of the work: a campaign card with status, scope and metrics; a status badge; rule tokens; one editor shell with three tabs; and a banner made of icon, header and body.
1 2 3 4 5 Violet carries action and selection, so the next step is always the brightest thing on screen. Pink and graphite theme the banners, and calm neutrals hold everything else.
Inter everywhere, from page titles to the smallest metric label. One family in four weights keeps dense dashboards calm and easy to scan.
The same three tabs hold every campaign type.
Grey tokens are fixed grammar. Violet tokens are the parts a marketer changes.
One structure: icon, header, body. Themes and copy change, the layout never does.
Set once for the store, and every new banner starts on brand.
The same patterns, running inside Shopify admin.
I designed the Because pitch deck in the same violet system, built around real screens from the platform, so the story told in a meeting matched the product people would use. Thirteen slides move from the problem to the proof.
Because
The finished Because platform inside Shopify admin, from the dashboards to campaign creation, targeting and A/B testing: a cross-section of the 180+ screens and states, all built from one set of patterns.
For the team growing Because, and for the marketers launching campaigns every day.
These are Because’s reported figures. They show how many brands and campaigns the experience had to work for, all the way to an acquisition.
$1.8B+
GMV powered by Because
Gross merchandise value powered by Because across 800+ Shopify brands and 25K+ personalization campaigns, as reported by the Because team.
800+
Shopify brands on the platform
25K+
Personalization campaigns launched
$3M
Seed round raised
2025
Acquired by Intelligems
Seed round, brand count and acquisition as publicly reported. GMV and campaign totals as reported by the Because team.
I helped make advanced Shopify personalization easier to use, contributing to a stronger product experience for a platform that later scaled across hundreds of brands and was acquired by Intelligems.
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