European Wax Center

Led the digital transformation of European Wax Center, creating a unified e-commerce and appointment booking platform.

  • Shopify Plus
  • React
  • Tailwind CSS
  • Liquid
  • GraphQL
  • REST APIs
European Wax Center Home Page

Project Overview

Problem: European Wax Center's digital ecosystem was fragmented, creating a disjointed customer experience across their e-commerce and appointment booking platforms. Customers struggled to seamlessly navigate between purchasing products and booking services, leading to reduced conversion rates and customer satisfaction.

Solution: Led a comprehensive 12-month digital transformation to create a unified, scalable e-commerce and appointment booking platform on Shopify Plus that streamlined the customer journey.

My Role: Served as Lead UI/UX Developer, architecting the entire digital experience, developing custom theme components, integrating third-party APIs, and collaborating with Critical Mass to deliver engaging product pages with advanced animations.

Tech Stack:

  • Frontend: React, Tailwind CSS, Liquid templating, Custom JavaScript
  • Backend: Shopify Plus, GraphQL, REST APIs
  • Integrations: Google Maps API, appointment booking systems

Key Features: • Fully customizable and reusable theme sections enabling dynamic content management for campaigns • Interactive Google Maps-powered store locator with real-time location filtering • Visually stunning product pages with scroll-triggered animations and immersive user experiences • Seamless integration between e-commerce and appointment booking workflows

Technical Highlights: • Architected modular theme system allowing non-technical staff to easily update promotional content • Implemented complex scroll animations and interactive elements while maintaining optimal performance • Built custom Google Maps integration with advanced filtering and geolocation features • Developed responsive components that deliver consistent experiences across all devices

Results: • Successfully unified fragmented digital ecosystem into cohesive platform • Empowered marketing team with flexible, code-free content management capabilities • Enhanced user experience through seamless product discovery and location finding • Delivered scalable architecture supporting EWC's growing digital presence

EWC Product Page