Category
Agency Work
2Modern
Rethinking online furniture showrooms with a new Shopify Plus store that puts 2Modern's passion for authentic modern design front and center.
Founded by Greg Finney in 2003, 2Modern features eye-catching modern furniture, contemporary lighting & elevated home decor. From rattan chandeliers to Scandinavian stools, 2Modern showcases the best-of authentic modern design.
I had the pleasure of working on a team at ehouse Studio building a Shopify Plus store that was just as impressive as the furniture curraded by Greg and his team at 2Modern. We started with migrating the company to Shopify Plus, giving them better performance and brand reach than their previous Magento platform. Our team handled the entire project from the migration, to the project road map, and then to the launch. With such an extensive product catalog there was a lot to think about. Tags and collections spanned thousands of products and each category had it's own specific variant types. Working alongside the design team we meticulously followed the brand guidelines to deliver a polished and design forward theme that is in a category of it's own.
Overview
Technologies
Shopify Plus
Salesforce CRM
Algolia
Role
Full Stack Developer
Agency
eHouse Studio
Project Link(s)
2modern.comPersonalized Product Discovery & Recommendations
We used Searchspring's Personalized Recommendations API across the site to power product recommendations and add-to-cart analytics. By mapping Shopify product fields and tags into Searchspring, we delivered a cohesive, personalized experience while capturing impression, click, and add-to-cart metrics across the session.
Highlights
Custom Theme Development
Our team collaborated closely with 2Modern to identify platform and UX pain points. Research—moderated tests + surveys—showed a trust gap for a luxury purchase and an emerging returns problem visible in reviews. Embedded with the design team, I provided feasibility guidance and front-end/UX direction, ensuring the vision translated cleanly to production. The result: a storefront that reflects 2Modern's brand ethos, improves decision confidence, and targets return causes. We kept WCAG 2.1 AA as a non-negotiable and implemented technical SEO fundamentals to protect and improve search visibility.
Store Migration
We led a full migration from Magento to Shopify Plus, auditing the catalog and data model, then using a Matrixify template to map products, variants, images, and metafields cleanly into Shopify. I owned the migration runbook and data QA, coordinated URL redirects and structured data to preserve SEO, and validated theme/templates so merchandising workflows matched the team's day-to-day needs. The shift cut hosting and maintenance overhead, sped up publishing, and unlocked a richer app ecosystem and faster checkout. Post-launch, the storefront reflected the existing brand while benefiting from Shopify Plus performance, reliability, and a more usable admin for non-technical teams.
Request A Product Swatch
Implemented a Shopify → Salesforce Web-to-Lead flow for “Request a Fabric Swatch.” The product page form submits to Salesforce's Web-to-Lead endpoint, mapping customer + product fields (handle/SKU/variant) and UTM parameters. Leads are auto-routed via assignment rules, kickoff emails/tasks, and land on a thank-you retURL. This replaced ad-hoc inbox requests with a trackable CRM pipeline.
Product swatch sample app integration with Salesforce Web-to-Lead
Responsiveness & Accessibility
We built the theme for full responsiveness and cross-device functionality while preserving 2Modern's high-end, luxurious feel. Throughout development, we meticulously tested sections and components, adjusting layouts purposefully at each breakpoint so key interactions remained functional and polished on every device—rather than collapsing the UI into a single column like many pre-made themes. We also implemented targeted performance optimizations, lazy-loading, aspect-ratio, preloading, and srcset/sizes to protect Core Web Vitals and overall UX.
We applied the same rigor to accessibility, maintaining WCAG 2.1 AA conformance with touch-target spacing, visible focus states, efficient keyboard flows, semantic landmarks/headings, and compliant color contrast. Verification was continuous via Lighthouse/axe checks and real-device QA across major browsers on iOS, Android, and desktop.
