Bring the Market Online
A handmade jewellery brand sold almost everything face to face at pop-up markets, and every sale ended at the table. One 10% offer, eight lifecycle flows and a mobile site rebuilt around the buy button turned market visitors into online customers.
Role
Lifecycle marketer and designer (freelance)
Timeline
Jun to Oct 2026
Deliverables
8 Klaviyo flows, popup, iPad sign-up, UX audit, website
Tools
Klaviyo, Shopify, Figma, Netlify
Overview
Turning market visitors into online customers
I first worked with Lintier in 2024, when we launched the online store. In summer 2026 the founder brought me back as a freelancer with one brief: bring the market online.
I launched an iPad sign-up at the market table to capture in-person customers, then paired it with lifecycle email to bring them back to the online store. I was the only marketer and designer on the project.
Average order value
2×
CA$128 → CA$262, Q2 to Q3 2026
New subscriber gain
+140%
Compared to Q2
Critical UX issues fixed
6
All on the mobile path to checkout
The problem
Every sale ended at the table
Lintier is a handmade sterling silver jewellery brand in Toronto, one maker with every piece made by hand. People stopped at a market, tried something on, bought it, and Lintier never heard from them again or have a way to reach out to them unless the customer follows Lintier page.
The question
They bought at the table. How would Lintier ever say hello again?
The question this project set out to answer.
/01
No way to follow up
Most sales happened face to face. Once people left the table, there was no way to reach them again.
• Small email list
• No sign-up at the market
• No ad budget
/02
Hard to buy on a phone
Most visitors arrived from Instagram on a phone. The old product page made them work to buy.
• Add to cart 1,167 px down the page
• Ring size preset to US 3
• Four checkout buttons in the cart
/03
One offer, firm limits
The founder would go no higher than 10%.
• 10% off, once
• No deep discounts
• Sell the craft, not the price
How I worked
Map the journey, then plug each leak
I mapped the path a Lintier customer actually takes: meet, capture, nurture, buy, return. It leaked in two places, and everything I built sits on one of them.
/01
Map the journey
I traced how people really found and bought Lintier, from a market table or an Instagram tap to a repeat order. Only the first step worked. Once someone met the brand, everything after it was missing.
Customer journey · Before
01
Meet
At a market table, on Instagram, or in search.
In place
02
Capture
No sign-up at the table. Buyers left no email.
Missing
03
Nurture
No flows to follow up after a sale.
Missing
04
Buy
On a phone, no buy button on the first screen.
Missing
05
Return
No post-purchase care or win-back.
Missing
After · The redesigned lifecycle
Then I redesigned the lifecycle
Every gap got a path. Two ways in, the market table and the site, both feed one list. One question, did they order, decides what happens next, and every leak has a way back.
/02
Same offer, shown more effectively
The old popup fired the moment people landed, before they had seen a single piece. The new one waits 7 seconds, so visitors meet the work first and the offer arrives when it means something. If they close it to keep browsing, a small teaser stays in the corner, so the 10% is always one tap away.
Same 10% offer, different timing. Mobile sign-up rate went from 1.55% with the old popup to 2.20% with the new one.
/03
Keep the conversation going
Eight Klaviyo flows, all in the maker’s voice. The 10% shows up once, at the start. After that, every email talks about the craft, not the coupon: the studio, the silver, the hands that made it.
Market · iPad email 1
Site · Welcome 1
Abandoned checkout
Campaign
Example emails across the lifecycle, from the first hello to a campaign. Click any email to read it in full. Discount codes are blurred.
/04
Rebuild the buy path on a phone
A 14-issue audit at a 500 px viewport found 6 critical problems between an Instagram tap and checkout. The new site added a buy bar that follows you, shows all 19 ring sizes with none preselected, and turns four checkout buttons into one.
Buy button
Before
No buy button on the first screen
After
Sticky ATC button
Ring size
Before
Size preset to US 3
After
Clear CTA to select size
Checkout
Before
Four checkout buttons
After
One Check out
Results
Twice the order value, from people who had met the brand
Every online order in the quarter came from someone who had already met Lintier: at a table, on Instagram or through an email. The base is small, so I read these numbers as direction, not proof.
What changed · Q2 to Q3 2026
Average order value
CA$128
CA$262
2× AOV
Mobile popup sign-up rate
1.55%
2.20%
+42% sign-ups
Add to cart on the product page
1,167 px down
Always on screen
Zero scroll to buy
Ring size preselected
US 3
None
Fewer size errors
Checkout buttons in the cart
4
1
One clear path
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