Conversion-Led UX & Wireframes
Wireframes for home, collection, product, cart and checkout drawn from your own session recordings, site-search logs and support tickets. Not a template library.
Build · Custom Shopify storefronts engineered to convert, not decorate
Shopify stores built to convert
Custom Shopify storefronts that hit sub-2.5s mobile LCP at launch, ship with a recorded conversion baseline so the redesign can be proved or disproved, and stay editable by your merchandiser without opening a ticket. No page-builder bloat, no agency lock-in.
The problem
Why most Shopify builds underperform
- Your theme was bought, not built, so every new landing page needs a developer.
- Mobile LCP sits above 4 seconds and shoppers leave before the hero image lands.
- Product pages render the same six sections whether the item costs $18 or $480.
- Nobody recorded a pre-launch baseline, so nobody can prove the redesign worked.
Most Shopify stores are a bought theme with the colours changed. They look fine and they convert at 1.1%. The distance between a 1.1% store and a 2.8% store is not decoration. It is merchandising logic, page weight, and a checkout path with the friction taken out.
We build both sides at once: a storefront customers move through without thinking, and a theme your marketing team can edit without opening a ticket. Every section is a native Online Store 2.0 block. Every template is documented. Every build ships with GA4, consent mode, and a recorded baseline so the words 'it's doing better' become a number.
Median result across Design & Build engagements. Individual outcomes vary with baseline, budget and category.
Scope
What you actually get
No line item here is optional-extra padding. This is the standard shape of the engagement.
Custom Online Store 2.0 Theme
A bespoke theme in clean, commented Liquid with modular sections your team can rearrange themselves. Zero dependency on page-builder apps.
Merchandising & Navigation System
Collection architecture, filtering, badging and cross-sell rules mapped to how your catalogue actually sells. Bestsellers surface; dead stock stops eating grid space.
Speed Budget & Core Web Vitals
Image pipeline, third-party script audit and app cleanup enforced against a hard budget: LCP under 2.5s on 4G mobile, CLS under 0.1, INP under 200ms.
Catalogue & Content Load
Products, variants, metafields, collection copy and redirects loaded and QA'd in a dev store before cutover. You review a real store, not a Figma file.
Launch, Handover & Documentation
Loom walkthroughs, a written theme guide and 30 days of post-launch fixes included. Your team owns the store from day one.
How it runs
The engagement, step by step
You will always know what week you are in and what lands next.
Discovery & Data Pull
Two weeks inside your analytics, heatmaps, site search and support inbox. We leave with a ranked list of what is currently costing you revenue.
Architecture & Wireframes
Sitemap, template inventory and grey-box wireframes for every page type. Signed off before a single pixel gets designed.
Design System
Figma component library, type scale and every awkward state: empty cart, sold out, pre-order, bundle, back-in-stock, subscription upsell.
Build & QA
Liquid development in a dev store, tested on real devices and against your live app stack. Accessibility checked to WCAG 2.1 AA.
Launch & Measure
Redirect map, tracking validation, DNS cutover on a low-traffic window. Then 30 days of monitoring against the pre-launch baseline.
Quoted per engagement, never off a rate card
We do not publish a price for this, because the honest number depends on your catalogue, your stack and how much of the work is already done. You get a fixed statement of work with named deliverables and named dates before anyone starts — and we will tell you plainly if this is not the right first move for your brand.
Get this scopedTools we run this on
ShopifyShopify PlusLiquid / Online Store 2.0Shopify CLIFigmaGA4Lighthouse CIKlaviyo
Proof
Design & Build, in the wild
Anonymised at the client’s request. Metrics come straight from their own dashboards.
All case studiesPerformance Apparel (DTC)
~$6M/yr DTC, 900+ SKUs across size and colour variants, US · Shopify Plus
Returns ran at 31% and refund cost consumed the entire paid media margin. One size chart image served 40 different fits, and 62% of add-to-carts started on a collection page that never showed variant availability. The named constraint: no new product photography budget, so every fix had to come out of the existing asset library and the review corpus.
+29%sitewide conversion rate1.71% to 2.21%, five-month average
+14%average order value$84 to $96 once the threshold bar and cross-sell shipped
31% → 22%return ratenine-point drop, roughly $310k/yr in recovered margin
1.9x → 2.4xblended MERwith paid spend held flat throughout
What we did
- Rebuilt the PDP around fit. Per-fit sizing tables, model height and size worn, and inline runs-small/true-to-size data mined from 4,100 existing reviews.
- Put variant-level availability and colour swatches on collection cards so shoppers stopped landing on sold-out PDPs.
- Replaced the cart page with a slide-out drawer, a free-shipping threshold set at AOV plus 18%, and exactly one relevant cross-sell.
- Rebuilt both ad channels around contribution margin and blended MER instead of platform ROAS. On Google, restructured the Shopping feed around fit and live variant availability so out-of-stock sizes stopped absorbing budget, and split brand from non-brand search. On Meta, killed six of eleven prospecting audiences and rebuilt the catalogue feed off the same variant data.
“Nobody had told us returns were a merchandising problem, not a product problem. Fixing the size chart made us more money than the ad account did.”Founder, Performance Apparel Brand
Home Goods & Furniture
~$11M/yr, 2,300 SKUs, configurable upholstery, US · Shopify Plus + Hydrogen storefront (Oxygen)
Fabric, leg and size options turned 2,300 SKUs into more than 40,000 variant permutations, and the Liquid theme rendered a configurable PDP in 6.9 seconds on mobile. Collection filtering ran client-side, so 40% of shoppers left before the first product painted. The named constraint: the ERP stayed. It was the single source of truth for stock and lead times and was not up for replacement.
6.9s → 1.4smobile LCP75th-percentile field data on configurable PDPs
+64%CVR on configurable products0.44% to 0.72%. Sitewide conversion rate rose 23%
+52%organic sessionsserver-rendered facets made 1,900 filter combinations indexable for the first time
+$2.4Mincremental annualized revenuemonth-8 run rate vs. the pre-build baseline
What we did
- Ran the paid growth audit first. Session recordings, funnel analysis and a prioritised revenue roadmap put configurator latency at #1. The redesign the client walked in asking for ranked #7.
- Built a Hydrogen/Oxygen storefront with server-rendered faceted collection pages and an edge-cached configurator.
- Integrated the existing ERP through a middleware layer for real-time stock and per-SKU lead times on the PDP. No ERP replacement, no data migration risk.
- Preserved the full URL structure and rebuilt product and breadcrumb schema so the headless cutover carried zero SEO debt.
“We came in wanting a redesign. The audit told us our problem was a six-second page. They talked us out of the thing we were ready to pay for.”VP Digital, Home Furnishings Brand
In their words
What clients said afterwards
AOV $58 → $79
“Full rebuild in 11 weeks, launched two days before Black Friday, which was an aggressive ask and probably a stupid one on my part. They pushed back hard on three homepage ideas I was attached to and were right about all three. AOV went from $58 to $79, mostly off the bundle builder they put on the product page.”
CEOHome fragrance brand, ~$6M/yr · Phoenix, AZ
Verified via Shopify Partner referralFAQ
Design & Build — straight answers
Eight to twelve weeks for most brands, from kickoff to live. A single-catalogue store with clean product data lands closer to eight. Add subscriptions, B2B, or a multi-market rollout and you are looking at fourteen to eighteen. We give you a dated Gantt in week one and update it weekly.
We build on Shopify's Dawn reference theme and replace the sections we need. That gives you Shopify's own performance and accessibility baseline plus a codebase that survives platform updates. Premium themes carry code you will never use and cannot safely delete.
That is the point. Every content block is a native theme section with a schema your merchandiser can configure in the theme editor. You get a written guide and recorded walkthroughs. If you still need us for a homepage change, we built it wrong.
We audit every installed app for cost, script weight and overlap. Most stores we take on are running four to seven apps that duplicate each other or are no longer used. Removing them is usually the cheapest speed win available and it lands before design starts.
Yes, and sometimes that is the right call. If your brand work is strong and the problem is speed, structure or editability, a like-for-like rebuild costs less and ships faster. We will tell you in the audit which of the two you actually need.
Thirty days of bug fixes are included in every build. After that most brands move onto a growth retainer that covers the CRO backlog, app management and new feature work. It is optional, and we do not hold your theme hostage either way.
By location
Shopify Store Design & Development where you trade
How we deliver Design & Build in each of the markets we work in — the local buying behaviour, the competitive set, and what changes because of it.
our Design & Build work in Miamiour Design & Build work in New YorkLos Angeles, CADesign & Build for Chicago brandsDesign & Build for Houston brandsDallas, TXAtlanta, GAShopify Store Design & Development in AustinShopify Store Design & Development in Phoenixour Design & Build work in DenverDesign & Build for Seattle brandsSan Diego, CAShopify Store Design & Development in Albuquerqueour Design & Build work in WashingtonDesign & Build for Philadelphia brandsour Design & Build work in BostonSan Francisco Design & BuildShopify Store Design & Development in RiversideDesign & Build for Detroit brandsMinneapolis Design & BuildDesign & Build for Tampa brandsShopify Store Design & Development in St. LouisDesign & Build for Baltimore brandsShopify Store Design & Development in Charlotteour Design & Build work in OrlandoSan Antonio, TXShopify Store Design & Development in PortlandSacramento Design & BuildShopify Store Design & Development in PittsburghDesign & Build for Las Vegas brandsour Design & Build work in CincinnatiKansas City Design & BuildShopify Store Design & Development in Columbusour Design & Build work in TorontoLondon, UKSydney Design & BuildDublin Design & BuildDesign & Build for Dubai brandsour Design & Build work in SingaporeAmsterdam, Netherlandsour Design & Build work in BerlinParis, FranceMadrid, SpainMilan, ItalyZurich Design & BuildDesign & Build for Stockholm brandsShopify Store Design & Development in CopenhagenIstanbul Design & Build
Pairs well with
What usually comes next
These are the services clients most often add once this one is live.
01
Grow
Conversion Rate Optimisation
A continuous experimentation programme on your Shopify store: research, hypotheses, prioritised tests and every result reported in full, losers included.
Stores above 40,000 sessions a month
02
Build
Replatforming & Migration to Shopify
Move to Shopify with your catalogue, customers, order history and organic traffic intact. Redirect parity is signed off before we touch DNS.
Magento 1 and 2 brands facing EOL
03
Scale
Shopify Plus & Headless Commerce
Plus-tier engineering for brands that have outgrown a standard theme: checkout extensions, Shopify Functions, B2B, Markets and headless Hydrogen storefronts.
Plus brands above $10M a year
Next step
Ready to talk about Design & Build?
Custom Shopify and Shopify Plus storefronts designed around your catalogue, built in clean Liquid, and launched with a measured conversion baseline.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.