Sarmin Sultana works on Shopify store design and development, with a focus on making shopping journeys clearer and easier for customers. Examples include improving product information, navigation, calls to action, and trust signals.
Sarmin Sultana is most useful for practical Shopify store redesign work that makes buying easier, not paid reach.
Best for
A Shopify redesign for a founder-led direct-to-consumer brand focused on conversion path, not visual refresh.
Not for
Paid reach to tea shoppers judged on impressions, follower growth, or purchase intent.
Key takeaways
A tea-store redesign fixed confusing collections, missed product details, unclear calls to action, and weak hierarchy.
Canva could edit Shopify product images but could not export a functional Shopify section.
ArtTeas review praised a patient, responsive process that understood the brand and story.
Check first: Confirm current audience and performance data before buying reach, and clarify redesign scope.
Main ideas
Judge a Shopify store by how easy it is to buy from, not by how good it looks · A redesign names customer obstacles; it is not just a style upgrade · Test a new tool in a real store, then publish what did not work
Sarmin Sultana works on Shopify store design and development, with a focus on making it easier for customers to understand products and move through a store.
In a tea-store redesign they describe, that meant addressing confusing collections, hard-to-find product details, unclear calls to action, underused social proof, navigation, and visual hierarchy—not just changing the look.
The posts are worth following for practical examples of that customer-journey approach and for candid tests of design tools, including what they cannot do.
Sarmin Sultana connects design choices to the next step a shopper needs to take.
They contrast a beautiful page with one that clearly explains an offer, makes product information easy to find, and places a call to action at the right moment.
The tea-store account turns that principle into specific changes, while the Canva test shows a useful limit: they could edit Shopify product images in Canva and send them back, but found no direct way to export a functional Shopify section.
That mix of applied store examples and clearly stated limits makes the work useful to readers weighing design and usability.
Across the posts reviewed, Sultana returns to one argument: judge a Shopify store by whether it makes buying easier, not by whether it looks good.
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Their approach is to name specific obstacles in collections, product information, call-to-action timing, social proof, navigation and visual hierarchy, then address each one.
They also emphasise transparency about method: testing a tool in a real store, publishing what failed and saying plainly when an idea remains untested.
In client relationships, Sultana sees time spent understanding a founder’s brand and story as part of the design work, and argues that pricing should follow the quoted package rather than an attempt to extract the highest number.
Judge a Shopify store by how easy it is to buy from, not by how good it looks
Sultana returns to one argument: the design question changed.
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For years, they asked whether a store looked good — with a clean layout, a modern section and responsive pages that clients liked.
After studying UX and CRO, they began asking whether the store made it easier for customers to buy.
The reasoning: appearance and usability can fail separately.
Visual quality does not guarantee that visitors understand the offer, find the information they need or see a call to action at the right moment.
The post names three failures: a beautiful hero section is not enough if visitors do not understand the offer; a well-designed product page is not enough if customers cannot find the information they need; and a great call to action is not enough if it appears at the wrong moment.
Sultana describes examining the customer journey — what visitors see, understand, what might stop them and what could make the next step easier.
They end by inviting readers to comment with a store URL for a short review.
Presented as a change over a career, not a fixed first principle: after hundreds of Shopify projects, Sarmin Sultana writes that they had been asking the wrong design question.
A redesign names customer obstacles; it is not just a style upgrade
In the tea store example, a beautiful store and a strong brand story still lose customers when obstacles sit in the customer journey, not the styling.
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Sultana names those obstacles and pairs each with a specific change. Success means customers can find, understand, trust and buy — not simply that the store looks better.
Before: a confusing collection structure; important product details that were easy to miss; call-to-action placement that did not guide customers clearly; social proof that lacked visibility; navigation that needed improvement; and weak visual hierarchy. After: cleaner collections, clearer product information, better call-to-action placement, more visible social proof, easier navigation and stronger visual hierarchy.
Test a new tool in a real store, then publish what did not work
The Canva post is both a method statement and a tool review.
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Sultana connected Canva to a Shopify test store, separated what worked from what they could not find, and identified an untested idea as such rather than presenting it as a capability. Their stated view: testing tools is more interesting than reading about them.
Sultana tested working with Shopify product images and files inside Canva, editing an existing Shopify image there and sending the updated design straight back to the store.
That replaced the download, edit, download, upload sequence with a simpler process: edit in Canva, send back to Shopify.
Their posts do not describe a way to design a complete Shopify section in Canva and export functional custom section code.
Sultana presents Canva as a visual design and asset tool, not a Canva-to-Shopify-code converter.
They had not tested the idea of using a Canva design as a visual reference for Shopify Canvas or Sidekick to build a functional section.
Working with a founder-led brand starts with the story, not the build
Sultana treats listening and requirements discovery as part of design, not a preliminary step.
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They describe collaboration as understanding the brand, products, story and founder’s vision, and regard changes, discussions and small details as a normal part of the project, not friction.
Sarmin Sultana shares a review from Aarti, the founder of ArtTeas, who describes Sultana as patient, responsive and genuinely taking the time to understand Aarti's requirements.
Those are Aarti's words, not Sarmin Sultana's own claim.
Sarmin Sultana's own description of the project says it was more than a Shopify build, and lists the time spent on the brand, the products, the story and Aarti's vision, alongside changes, discussions and many small details.
Quote the package, then let the work justify more — don’t push for the highest price
Sultana argues that freelancing is not always about getting the highest price.
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They say what mattered was doing the work well enough that a client felt they deserved more. They frame the episode as making another person happy through the work, rather than maximising the number.
A redesign client asked for a price, received the standard package and accepted without negotiation or questions.
After the project, the client said, “Sarmin, you deserve a better price,” and told Sultana to invoice three times the amount charged.
Sultana sent the invoice, the client paid immediately, and then left a review.
Sultana’s stated position: once a package has been sent and paid for, it cannot be repriced upward.
The client’s remarks appear as quoted in Sultana’s account of the project.
This is their clearest account of their working method and their closest example of a redesign aimed at improving store UX/CRO.
Sarmin Sultana describes a tea brand whose products looked good and whose story was strong, but whose shopping journey still lost customers.
The before list is specific: a confusing collection structure, important product details that were easy to miss, call-to-action placement that did not guide the next step, social proof that was not prominent enough, navigation that needed work, and weak visual hierarchy.
The after list addresses each point: cleaner collections, clearer product information, better CTA placement, more visible social proof, easier navigation, and stronger hierarchy.
The stated goal was to make it easier for customers to find, understand, trust, and buy the products—not simply to make the store look better.
The post is a single project account and reports no conversion numbers or store name.
For brands planning a campaign
For a tea-brand store redesign, use this audit frame to test the candidate.
Ask Sultana to rank these six areas for the specific store, explain what the live site shows that would change the order, and say which result they would expect to see first.
Ask separately for before-and-after metrics to support any claim about conversion lift.
Sultana explains the shift from design quality to buying clarity in their own words.
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This is the shortest route to their stated priority.
After hundreds of Shopify projects, Sarmin Sultana writes that they were asking the wrong question.
For years, they focused on whether the store looked good: a clean layout, a modern section, responsive pages, and a client who liked the design.
After studying UX and CRO, they began asking whether the store made it easier for customers to buy.
They cite three concrete failures: a beautiful hero section is not enough if visitors do not understand the offer; a well-designed product page is not enough if customers cannot find the information they need; and a good call to action is not enough if it appears at the wrong moment.
They end by offering to review stores and asking people to comment with a store URL.
The offer states no fee, engagement, or client.
For brands planning a campaign
Useful when scoping an engagement.
Sultana's published offer is a lightweight store review with practical UX/CRO ideas; a paid engagement could scale that review into a prioritised plan.
Treat the offer as an indication of how they structure an audit, not as proof of commercial terms or clients.
Sultana's method is clear here: they test a tool inside a real store and report what failed as well as what worked.
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Useful if asset processes matter as much as storefront design.
Sarmin Sultana connected Canva to a Shopify test store to see what it could do.
They could work with Shopify product images and files directly in Canva, edit an existing product image, and send the updated design back to the store.
This replaced the download, edit, download, upload cycle with editing in Canva and sending the file back to Shopify.
They could not find a direct way to design a complete Shopify section in Canva and turn it into functional custom section code.
Sultana says they had not tested designing a section in Canva and then using Shopify Canvas or Sidekick to build it.
They treat Canva as a visual design and asset tool, not a code converter.
For brands planning a campaign
Relevant for brands producing a lot of product imagery and seeking a faster asset process between creative and Shopify teams.
The post also sets a clear expectation: a Canva-based process can speed up asset creation, but building storefront sections still requires Shopify-side work.
Ask the candidate about this if the client has an in-house design team using Canva.
A client's own words describe what it was like to work with Sultana, and the post names a brand you can check.
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It focuses on the collaboration, not just the build.
Sarmin Sultana shares a review from Aarti, founder of ArtTeas, quoting her words: patient, responsive, and genuinely taking the time to understand the requirements.
They describe the project as more than a Shopify build, listing the brand, products, story, and Aarti's vision as things they took time to understand.
Sultana also notes changes, discussions, and many small details, and frames collaboration as listening, understanding, and bringing someone's vision to life—not simply completing a project.
The post names the client and brand but gives no project scope, timeline, or outcome measures.
For brands planning a campaign
Useful for brands working directly with a founder whose story is central to the site. The post supports a claim of a collaborative, requirements-heavy process, but it is one client's account, not a pattern across clients.
This post explains what Sultana says about pricing and client relationships under their own name—a common search query.
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Read it for positioning, not evidence of store work.
Sarmin Sultana describes a client who asked for a Shopify store redesign, accepted their standard package without negotiation, and then offered to pay more after the project was finished, telling them to invoice three times what they had charged.
Sultana sent the invoice, the client paid immediately, and left a review.
Their stated lesson is that freelancing is not always about getting the highest price; what mattered was doing work well enough that a client felt they deserved more.
The post gives no prices, package contents, project details, or store specifics.
For brands planning a campaign
Sultana describes working from a fixed package and valuing long-term client relationships over negotiating upward—relevant when discussing fees and scope changes. Ask directly for rates and package contents when planning an engagement.
Sarmin argues that a Shopify store should be judged by whether it makes buying easier, not only by whether it looks good.
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In one post, they say that for years they asked “Does this look good?” and checked layout, modernity, responsiveness, and client approval, but now ask “Does this make it easier for the customer to buy?”
The post identifies common failures: a beautiful hero section that does not explain the offer, a well-designed product page where customers cannot find information, and a call to action that appears at the wrong moment.
They describe examining the journey by asking what visitors see, what they understand, what might stop them, and what could make the next step easier.
Shifts the question from aesthetic approval to purchase ease, then offers journey-level prompts brands can apply to a store.
For brands planning a campaign
For a tea-brand store redesign, evaluate Sarmin on conversion-path diagnosis before visual redesign. Ask for an audit mapping visitor understanding, product-information gaps, CTA timing, and likely friction points—not just a reskin.
Sarmin describes a tea store that looked beautiful and had a strong brand story but still lost customers.
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The before list includes confusing collection structure, important product details that were easy to miss, CTA placement that did not guide customers clearly, social proof that did not get enough attention, navigation that needed improvement, and weak visual hierarchy.
The after list includes cleaner collections, clearer product information, better CTA placement, more visible social proof, easier navigation, and stronger visual hierarchy.
They frame the goal as helping customers “find, understand, trust, and buy” the products.
Uses a concrete before-and-after diagnostic checklist from a named tea-store project.
For brands planning a campaign
This is directly relevant to the tea-brand brief. A campaign could ask Sarmin to audit a tea store against those six dimensions and produce a prioritized before-and-after plan, with particular attention to product-detail visibility, trust signals, and navigation.
Sarmin tested connecting Canva to a Shopify test store.
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Editing existing Shopify product images in Canva and sending the updated design straight back worked, removing the download-edit-download-upload sequence.
Sarmin could not find a way to create a Shopify section or code directly in Canva.
They describe Canva as a visual design and asset tool, not a Canva-to-Shopify-code converter, and want to test using a Canva section design as a visual reference for Shopify Canvas or Sidekick to build a functional section.
Sarmin has not yet tested the Canva section-design-to-Shopify Canvas or Sidekick workflow. Ask for a demonstration or validation before treating it as a proven service.
For brands planning a campaign
Useful for brands that need faster design-asset iteration or want a realistic view of where Canva fits in Shopify work. For a tea store, Canva supports asset creation and image editing, but not full section development.
In a review reflection, Sarmin says a founder described them as patient and responsive, and said they took time to understand requirements.
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They connect the ArtTeas project to understanding the brand, products, story, and founder’s vision, and say the collaboration involved changes, discussions, and many small details.
Another post tells of a redesign client who accepted their package without negotiation and later paid three times the invoice.
Sarmin frames that outcome around doing work well enough that someone feels more is deserved, and around making another person happy rather than maximizing price.
First-person client-story format combining a testimonial with a reflective lesson.
The pricing story is anecdotal and is not presented as a standard rate or a commercial offer.
For brands planning a campaign
For an agency evaluating a UX/CRO specialist for a tea brand, this evidence points to a discovery-heavy, trust-building style: listening to the brand owner, absorbing the product story, and working through revisions by discussion. That matters where brand story and product education are conversion inputs.
Sarmin ends the CRO post by offering a quick store review: comment “AUDIT” below with a Shopify store URL, and they will pick a few stores and share practical UX/CRO improvement ideas.
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For brands planning a campaign
This offers a low-friction way to sample Sarmin’s audit approach before a paid engagement.
An agency could test diagnostic quality by providing a tea-store URL and asking for a short audit in the style of the selected-store reviews.
The post offers reviews for a few stores, not an unlimited free service.
Sarmin Sultana's LinkedIn posts describe client Shopify work, not sponsorship or affiliate arrangements.
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ArtTeas is the only named client; founder Aarti reviewed their work after a project together.
Other posts mention an unnamed client and an unnamed tea store, so ask for details before attributing those relationships to a brand.
The posts identify no employment, owned-business, investment, sponsor or affiliate relationship.
ArtTeas
Client
Sarmin Sultana completed a Shopify project with ArtTeas.
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Founder Aarti described them as patient and responsive, and said they took time to understand her requirements. They say the project involved understanding the brand, products, story and Aarti's vision.
Sarmin Sultana's posts are short, first-person accounts of Shopify work, best read as a series of before-and-after notes.
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Start with the tea-store post, which lists six things costing sales—confusing collection structure, buried product details, badly timed calls to action, overlooked social proof, awkward navigation and weak visual hierarchy—and names a fix for each.
Next, read the post where they describe shifting from the question "does this look good?" to "does this make it easier for the customer to buy?", then the Canva-to-Shopify test, which applies the same habit to a tool: try it in a real store, publish what did not work and flag what is still untested.
The client-story posts cover requirements discovery, revisions and pricing alongside the craft writing.
Tackles the same problem from the same angle: Shopify pages that get traffic but do not convert.
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The posts diagnose confusing layouts, missing value propositions, weak product presentation, absent trust signals and too many calls to action, then list what helps: a clear headline, one goal, real reviews, fast loading and a strong call to action. This aligns with Sarmin Sultana's argument that a store should be judged on whether it makes buying easier.
The scope is narrower: this creator focuses on the landing page reached from paid traffic, rather than the whole store journey. Sarmin Sultana's posts range across collections, product information, navigation, call-to-action timing and tool testing; this creator sticks to a single landing page and offers a page review in exchange for a comment.
Shares the view that a page should be built around the shopper's decision, not the brand's story.
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The redesign post shifts from brand messaging to answering purchase objections such as convenience, taste and cost, and lays out a buying sequence: problem, solution, benefits, proof, product, purchase. The navigation post argues that menus should be organised around customer concerns like itching or joint health, helping shoppers connect a problem to a product.
Works at page level, reporting conversion movement after a redesign through a single before-and-after with business metrics.
Sarmin Sultana's posts offer a multi-point journey diagnosis and report an untested idea.
Ask for conversion figures before assessing the idea's impact.
Serves the same audience of Shopify store owners trying to sell more, with practical, structured how-to posts on turning store visitors into buyers.
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The ecommerce posts frame the job as building a system: separating proven winners from tests, scaling what works, checking the mobile experience and making product discovery simple.
Focuses on paid acquisition rather than store design.
The posts cover Meta Ads account structure, creative testing, retargeting and ROAS, plus one women's boutique post on theme customisation.
Sarmin Sultana focuses on the store's layout, information and buying path, not the ad account that feeds it.
For a placement decision, the measured audience picture is thin: the only audience size stated in Sarmin Sultana's posts is 1,536 LinkedIn followers, captured on 8 October 2026.
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That is a modest professional following for a solo Shopify design and development specialist, with posts aimed at store owners, marketers and other Shopify practitioners rather than consumer shoppers.
If the goal is to reach Shopify practitioners and store operators, the audience is a fit, though its size and composition need verification.
The five posts form a coherent practitioner-focused mix.
They publish hands-on Shopify critiques and workflow tests: a tea-store walkthrough identifying confusing collection structure, missed product details, unclear call-to-action placement, under-used social proof, weak navigation and weak visual hierarchy; a reflection on shifting from "does this look good?" to "does this make it easier for the customer to buy?"; a Canva-to-Shopify integration test that worked for design assets but not for exporting functional sections; a client story about a redesign priced at three times the original package; and a client review from the founder of ArtTeas praising patience and responsiveness.
Store audits, tool testing, pricing and client relationships give the feed a clear appeal to Shopify developers and store owners.
The posts do not report audience geography, age, gender, employer, occupation or job seniority; follower growth; engagement or impression rates; or per-video or per-post performance.
Ask for recent LinkedIn analytics, including follower demographics and impressions and engagement on posts comparable to the tea-store UX/CRO walkthrough.
If a campaign depends on reaching senior retail or agency decision-makers, ask for audience survey results covering those professional attributes.
Sarmin Sultana's posts describe client project work—Shopify store design and development, UX and conversion-focused improvements, and a tea brand store rework—but do not specify sponsorship formats, paid partnership terms, or an inquiry route.
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Their closest thing to an open call is an offer to review store URLs from people who comment "AUDIT" on one post; that is a service inquiry, not a sponsorship or brand-collaboration offer.
No official media kit, rate card, or partnership policy appears in the posts.
Buyers considering a paid collaboration should ask for the terms directly through the LinkedIn profile listed on this page.
A brief that fits is a Shopify redesign for a founder-led direct-to-consumer brand, focused on the conversion path rather than a visual refresh.
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Sarmin Sultana’s tea-store post is the closest published match: it lists six problems before the work (confusing collection structure, product details that were easy to miss, call-to-action placement that did not guide the next step, under-used social proof, navigation needing improvement, weak visual hierarchy) and six answers after it (cleaner collections, clearer product information, better CTA placement, more visible social proof, easier navigation, stronger hierarchy).
The stated goal is to help customers find, understand, trust and buy.
A second post reframes the question from whether a store looks good to whether it makes buying easier, citing a hero section that never explains the offer and a CTA that appears at the wrong moment.
A named client review from ArtTeas describes a patient, responsive process that took time to understand the brand, products, story and founder’s vision.
They also note changes, discussions and many small details—relevant when brand story and product education affect conversion.
The Canva test matters if the client has an in-house designer using Canva: editing product images there and sending them straight back removes the download-edit-download-upload loop.
Scope the brief around a prioritised improvement plan and implementation, and set your own measurement baseline: the tea-store account reports no conversion numbers and names no store.
Ask for package contents and rates before commissioning.
When to choose a specialist
A campaign aimed at tea shoppers does not fit if it pays for reach through Sarmin Sultana’s own channels—for example, a sponsorship or paid post series judged on impressions, follower growth or consumer purchase intent.
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The posts document no sponsorship formats, media kit, rate card or partnership inquiry route; the only open call is an offer to review Shopify store URLs from people who comment, a service request rather than a commercial offer.
The sole audience figure is 1,536 LinkedIn followers captured on 8 October 2026.
No engagement, reach, growth or demographic data is provided, and the posts address store owners and Shopify practitioners rather than shoppers.
Ask for current audience and performance data before buying reach.
Another mismatch is a campaign that expects Canva to produce a working storefront section: the reported test shows design assets moving between the two tools but no way to export a functional Shopify section from Canva, and using a Canva design as a reference for Shopify Canvas or Sidekick was explicitly untested.
Avoid a visual reskin with no conversion question attached; they argue for a conversion-focused approach that gives the candidate something to diagnose.
A worked campaign example
Worked angle: a four-week conversion-path rework for a founder-led tea brand with strong product photography and a clear brand story but uncertain buying momentum.
Frame it in three steps.
First, map the home page, collections, product pages and checkout, recording where the offer is explained, where product information sits, when the primary call to action appears, and where trust signals are placed.
Second, apply the six dimensions demonstrated in the tea-store post—collection structure, product-information visibility, CTA placement and timing, social-proof prominence, navigation, and visual hierarchy—and rank them for this specific store rather than presenting a generic list.
Ask what evidence from the live site would change the ranking and which item would show a result first; the answer separates a diagnosis from a template.
Third, deliver the ranked plan with the changed assets built, so the work ends in a usable store rather than a document.
If the client’s designer works in Canva, include an asset handoff step: edit product images in Canva and return them to Shopify without the manual download cycle.
Set the baseline before work starts: the published tea account reports no conversion figures and no store name, so measure any lift against the client’s own data.
Use the published audit offer as a low-friction test before a paid engagement: share the store URL and ask for a short, selected-store-style review of practical UX/CRO ideas, then judge the depth of the response.
Expect a discovery-heavy process with discussion and revisions, and plan for the brand owner’s involvement accordingly.
For a brief where the tea brand's main bottleneck is paid acquisition rather than the store journey, and the agency also needs someone to build and scale Meta Ads alongside a theme refresh.
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The reviewed Meta Ads post describes an account structure that separates proven winners from testing, uses creative diversity as audience strategy, keeps retargeting separate from acquisition, and reports 1,071 purchases, $225,526.60 purchase conversion value from $19,391.77 spend, and 13.21x average purchase ROAS.
The boutique Shopify post covers theme customization, product discovery, mobile optimization and making a store feel like a boutique.
For the same tea-brand decision, that makes Nazmul Hassan joy a better pick when the agency's scope includes profitable ad scaling and a design/theme build, not only conversion-path diagnosis.
Sarmin Sultana's posts focus more on media buying and campaign structure than on a documented before-and-after store conversion audit.
Choosing this alternative trades their six-part tea-store journey diagnosis—collection structure, product-information visibility, CTA placement, social proof, navigation and visual hierarchy—for paid-acquisition depth.
The agency would need to arrange the store-journey audit separately or confirm that the paid account is genuinely the constraint before briefing.
For a narrower need where the tea brand already has traffic and the agreed failure is the landing page, not the full store.
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Sarmin Sultana's posts diagnose traffic without sales as a landing-page problem: confusing layout, no clear value proposition, weak product presentation, too many distractions, missing trust signals, unclear headline and no focused call to action.
They also state what helps—a clean hero section, strong product storytelling, visible social proof, one clear CTA, mobile-first design, fast loading and a simple headline—and offer a page review in response to a comment.
That makes Md Moktadir Hossain the better alternative when the agency wants a focused landing-page audit and rebuild with a clear conversion checklist, especially for a single campaign or product launch page.
Sarmin Sultana's posts focus on landing pages and do not show the wider store journey covered in their other posts, such as collection structure, navigation and product-detail placement.
Choosing this alternative trades full-store conversion-path scope for a tighter page-level specialism.
If the tea brand's drop-off happens across collections, product pages or site navigation, the agency would still need Sarmin Sultana or another specialist to cover those parts.
For a need where the tea brand's page reads as polished but not persuasive, or where navigation is organised around the wrong mental model.
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One of Hayan Khan's posts contrasts an AI-generated design with a conversion-focused redesign that leads with the core benefit, addresses purchase barriers such as convenience, taste and cost, adds reasons to believe, and follows a problem-to-purchase narrative; it reports a conversion rate move from 1.8% to 5.8%.
The other examines a dog-supplement store's navigation by customer concern—allergy and itchiness, joint health, stress and anxiety, gut health—and argues that menu language should match how shoppers describe their problem.
For the same tea-brand decision, Hayan Khan is the better alternative when the agency wants shopper-objection hierarchy and need-based navigation rebuilt, with reported conversion movement as a starting hypothesis.
Sarmin Sultana's posts are narrower than a full store audit, and one menu observation is explicitly framed as a hypothesis, not proof that the menu caused growth.
Choosing this alternative trades their broader six-part store journey diagnosis for message hierarchy and navigation taxonomy.
The agency would need to test the navigation change on the tea brand's own traffic and confirm whether the reported page-level conversion gain transfers to a full store with different products.
