Case Study / Digital Product Management
The Mom Store
Owning the digital product surface of a growing D2C brand for parents and young families — across the website and the shopping app.
ROLE
Digital Product Manager
SURFACE
Two Shopify storefronts + AppBrew app
01 / The Challenge
Demand outran the machinery.
01
Discovery moved
Into answer boxes and AI assistants the brand had no strategy for.
02
Friction was invisible
Between arrival and checkout, and manual review couldn't locate it.
03
Reporting lagged
Accurate about the past, but too late to change the present.
04
The stack sprawled
Single-purpose apps that refused to talk to each other cleanly.
02 / 09
02 / The Approach
A funnel, not a catalogue.
Instrument every transition from impression to purchase, then fix what the data points at
rather than what's loudest in the room.
Discovery
Product page
Checkout
Optimising any one of them in isolation leaks value at the seam.
03 / 09
03 / The Result
The work, measured.
CONVERSION
+79%
Blended conversion rate, year on year
SEO HEALTH
65→85
Technical SEO health score
DELIVERY
7
Releases shipped so far
DISCOVERY
45
Brands surfaced in discovery
Two storefronts and one app, treated as a single product surface.
04 / 09
04 / Discovery
Discovery is three surfaces now.
SEO
- Technical foundation rebuilt
- 40+ legacy URL consolidations
- Intent-mapped publishing cadence
AEO
- Structured data across the catalogue
- Answer-shaped content
- Legible to answer engines
GEO
- llms.txt and agents.md
- robots.txt and XML sitemaps
- The machine-readable layer
05 / 09
05 / What Shipped — Part One
Seven releases, 01–04
Reverse chronological, Jul 2026 back to Nov 2025
01
JUL 2026
Mobile App Rebuild
Pain-point audit, wireframes and review rounds to launch. Phased 20/50/100%. Two stores live.
02
APR 2026
Product Page Revamp
Trust signals, delivery estimates and the primary action above the fold. +79% conversion.
03
FEB 2026
OTP and Social Login
Password step removed from the path to purchase, with accelerated checkout behind it.
04
JAN 2026
Loyalty Tier System
Tiers and points relaunched and migrated onto a new platform. Three tiers live.
06 / 09
06 / What Shipped — Part Two
Seven releases, 05–07
The foundations, shipped first
05
DEC 2025
Storefront Revamp
New theme and a Shop by Brand discovery surface. 45 brands surfaced.
06
NOV 2025
Baby Registry
Shareable gifting lists — a new acquisition surface built on an existing behaviour.
07
NOV 2025
AI Search Readiness
robots.txt, XML sitemaps, llms.txt and agents.md. Health score 65 → 85.
Each one owned end to end — framing, requirements, vendor selection, QA and phased rollout.
07 / 09
07 / How I Work
Principles, and the team.
01
Impact × reversibility
A reversible bet with plausible upside beats a safe change that moves nothing — and both beat a slow, irreversible one made on a hunch.
02
Measure before you build
The fastest wins came from instrumentation, not construction. GA4, Search Console and Semrush in one decision-shaped view.
LEADERSHIP — FIVE REPORTING LINES
SEO Executive
SEO Intern
Outsourced web development team
Outsourced SEO consultant
Content freelancer
Direction, prioritisation and a quality bar across a mixed in-house and vendor team.
08 / 09
08 / Closing
Turning search, systems
and stories into growth.
Medha Ashok · Digital Product Manager
medhaashok.com
AVAILABLE FOR PRODUCT ROLES
09 / 09