Designing dreams: The art of e-commerce design

Building an online store that looks stunning and converts shoppers into buyers is no small feat. That’s why I invited TK Spandhla, founder of TKreative Design, to join me for Episode 35 of Click to Buy. With accolades like “Website of the Year” and experience designing for brands like Mushie, TK knows how to transform e-commerce visions into reality.

In this episode, TK breaks down his journey, the fundamentals of great e-commerce design, and how tools like Instant Page Builder help him create websites that are both functional and beautiful.

Click To Buy, Episode 35: The art of eCom design

To hear the full episode, catch it on Spotify or watch the video version on YouTube:

Here are the key takeaways from our conversation:

How TK Spandhla got started in web design

I always love hearing how experts in our field got their start because it often reveals the grit, passion, and creativity behind their success. TK’s story is no different—it's a great reminder that persistence and self-learning can open incredible doors.

“I grew up surrounded by creativity,” TK shared. “From drawing and playing music to studying PR at the University of Maryland, I always knew I needed a creative outlet. After college, I realized my job wasn’t letting me express that, so I quit—without telling my parents—and spent two years teaching myself web design at the library. It was a slow grind, but eventually, I got a break at a think tank in DC, and the rest is history.”

Hearing TK’s journey reminded me how important it is to take risks when your passion is at stake. His story also shows that the right foundation—whether self-taught or formal education—can lead to incredible success.

What makes e-commerce design different?

E-commerce design isn’t just about aesthetics—it’s about creating a functional experience that aligns with how your target audience shops. I asked TK what separates e-commerce sites from other types of web design, and his answer was filled with actionable insight.

“It’s all about understanding who’s coming to your website,” TK said. “For Mushie, I thought, ‘If I’m a parent, what do I need to see to trust this product and make a purchase?’ You’ve got to work backward from that. I even run a ‘mom test’—I hand my mom my phone and ask her to try using the site. Watching how she interacts with it helps me refine the user experience.”

This advice hit home for me because I’ve seen how user testing—even something as simple as having someone unfamiliar with the design try it—can expose flaws that might otherwise go unnoticed. It’s a reminder to always prioritize usability over flashy design.

How TK brought Mushie’s design to life

When I think about brands that have nailed their digital experience, Mushie is always top of mind. I wanted to know how TK approached their project and translated their brand into a high-converting e-commerce site.

“Mushie’s brand is all about simplicity and elegance,” TK said. “I worked closely with Hanami Sutton, who collaborated with me on the project, to ensure the site reflected those qualities. We wanted the design to highlight their commitment to baby-safe products while keeping the aesthetic clean and minimal.”

TK also credited Instant Page Builder for helping him execute the project.

“Instant allowed me to create custom sliders and product collections that matched Mushie’s branding perfectly,” he explained. “It wasn’t just about functionality—it was about giving the client the ability to update the site easily after I was done. I want my clients to feel empowered, not reliant on me for every little change.”

What stood out to me most in this part of our conversation was TK’s emphasis on understanding the brand’s voice and mission before diving into design. It’s a great takeaway for store owners and designers alike—your site should tell your brand’s story in a way that feels effortless to the customer.

The secret to great client relationships

In my experience, collaboration is a cornerstone of successful design projects, so I asked TK how he builds trust and rapport with his clients. His advice was refreshingly simple yet powerful.

“Start with something simple, like, ‘How was your weekend?’” TK advised. “Becoming friends with your clients makes them more comfortable sharing what they really want. It also makes the revision process smoother because there’s mutual understanding.”

TK also explained that many clients struggle to articulate their vision. By fostering a personal connection, he can extract their ideas and translate them into design.

“At the end of the day, I’m working with people’s dreams,” he said. “You can’t take that lightly. Treat their projects with the care you’d want someone to show your own dream.”

This idea resonated with me because I know how intimidating it can be for clients to articulate their vision. By breaking the ice and fostering a personal connection, you can get to the heart of what they need and create something they truly love.

How Instant Page Builder changed the game

I couldn’t let TK leave without asking about his experience using Instant Page Builder—especially since I’ve seen firsthand how much it can simplify Shopify store design. His feedback was exactly what I’d hoped for.

“Thank God for Instant,” TK said with a laugh. “It gave me the creative freedom to design exactly what Mushie needed, without being restricted by Shopify’s rigid framework. I could create dynamic elements that updated automatically based on collections, which was a game-changer.”

TK also praised Instant for its user-friendly features.

“After the site was built, Mushie’s team could easily update images and text in the Shopify editor,” he said. “It’s like having the flexibility of Webflow within Shopify—something I’ve been waiting for.”

What struck me here was how much TK values giving clients control over their sites once the design is complete. He mentioned that Instant’s user-friendly features allowed Mushie’s team to make updates without feeling dependent on a developer—a win for both the designer and the client.

E-commerce trends designers should watch

When it comes to staying ahead in e-commerce, I always want to know what trends experts like TK are keeping an eye on. His answer was both insightful and forward-thinking.

“Mobile-first is a given, but the next big thing is virtual fitting rooms,” he said. “Imagine being able to see how clothes look on you through your phone. That’s going to revolutionize fashion e-commerce.”

I couldn’t agree more. AI-driven features like virtual fitting rooms have the potential to transform how customers shop online, particularly in industries like fashion and accessories. If you’re a store owner, now might be the time to start thinking about how technology can elevate your customer experience.

A click-worthy tip for merchants

To wrap things up, I asked TK for one actionable tip for e-commerce brands looking to improve their online stores. His advice was spot-on.

“Make sure customers can convert at any point,” TK advised. “Don’t make them click around trying to figure out what to do next. Test your site as if you’re a random user—does the experience feel intuitive? If not, fix it.”

I love how practical this tip is. It’s a reminder that sometimes the smallest tweaks—like making your call-to-action more prominent—can have a huge impact on your conversion rates.

Final thoughts

This conversation with TK was packed with actionable advice, from user-first design to staying ahead of trends. What stood out most to me was his emphasis on collaboration, empathy, and the importance of tools like Instant Page Builder in simplifying the design process.

If you’re a store owner or designer, I hope this recap gave you ideas to take back to your own projects. And if you want to hear all of TK’s advice, be sure to check out the full episode on Spotify or YouTube.