When starting a web project, I begin by defining the key objectives of the online store — understanding business goals, analyzing competitors, and identifying target audiences. Once the strategy is clear, I create the user experience and visual design in Figma and review it with the client. After receiving approval, I move on to the development phase, where the real transformation takes place.

Alter Ego is a bold, alternative unisex fashion brand targeting individuals aged 18–30. As an online-first business, their goal was to create a dynamic and easily manageable eCommerce experience. WooCommerce was the perfect choice for this project due to its flexibility, unlimited customization options, and user-friendly content management tools — allowing the client to update and maintain their store effortlessly. To ensure complete confidence in managing their website, I also provided a three-day dedicated training session focused on content editing and site management.

Some products required size options (such as tops), while others, like accessories, did not. Additionally, several items included multiple color variations. To handle these complexities, I developed a custom WooCommerce theme built on the Underscores WordPress starter framework, ensuring a lightweight and scalable foundation.

The store was structured around three main product categories — Tops, Bottoms, and Accessories. For items with multiple attributes, I implemented variable product types to efficiently manage size and color variations.

On the development side, I focused on creating a fully customized product page layout using WooCommerce action and filter hooks. This approach allowed for advanced customization without altering core plugin files, ensuring maintainability and compatibility with future WooCommerce updates. The result was a high-performance, flexible theme that combined a unique design aesthetic with robust, future-proof code architecture.