Projects - Yanni Davros

CLIENT

Canal

PROJECT TYPE

Web Design

PROJECT YEAR

2023

The Challenge

Canal, a VC-backed e-commerce and dropshipping platform, needed a marketing website that could scale with their fast-growing business. Their previous site lacked a clear value proposition, modern visuals, and mobile-friendly performance—falling short of conveying the platform’s true power to prospective brands and retailers.

My Role

I led the website redesign and rebuild, partnering directly with Canal’s head of marketing and head of product to rethink the site from the ground up. I owned everything from design direction to final implementation, delivering a polished, responsive Webflow site built for conversion and storytelling.

Process

Audited the old site and competitive landscape to identify UX issues and positioning gaps.
Created a new sitemap and content strategy focused on lead generation and feature education.
Designed high-fidelity mockups and animated interactions using Figma, Lottie, and After Effects.
Built the entire site in Webflow with custom breakpoints, CMS integration, and performance optimization.
Embedded product demos and interactive walkthroughs to showcase key features in action.

Outcome

Bounce rate dropped by 27% post-launch, with improved time-on-site metrics across all devices.
Embedded demos led to a measurable increase in demo bookings from cold leads.
The new site became a key sales enablement tool and aligned tightly with Canal’s refreshed brand identity.
Fully responsive experience helped drive better engagement on mobile and tablet — major for their B2B audience.

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Reimagining an E-commerce Platform Website for Scale

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