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.
Dallas, TX
Shopify Store Design & Development in Dallas, TX
We build Shopify storefronts for Dallas brands whose catalogue was designed for a showroom wall and now has to sell to a consumer on a phone.
Delivered remotely for brands across Dallas and Texas.
Build · Dallas
Why Dallas brands come to us for this
- Variant architecture that handles both case packs for buyers and single units for consumers
- MAP-safe price display so a DTC launch does not trigger a call from your largest account
- Freight and lead-time logic for Design District furnishings, lighting and oversized goods
- Delivery estimates driven by real DFW warehouse cutoffs, not a static shipping page
- Build milestones scheduled around Dallas Market Center weeks, not around our sprint board
Open the average Dallas brand's website and you can tell within ten seconds who it was built for. The product grid is the line sheet. The photography is the market-week shot on seamless white. The copy is a spec block written so a buyer at the Trade Mart could scan forty of them in an afternoon. It is efficient for wholesale and it is inert for consumers.
Rebuilding it is a translation job, not a decoration job. A western wear label carrying boot widths B through EE needs a variant architecture that survives both a case-pack order and a single pair. A Design District lighting or furnishings line needs lead-time display, freight banding and finish swatches on the product page, because a $2,400 sideboard does not sell off a thumbnail. A gift or home line needs its assortment logic unpicked so the consumer sees a product, not a six-piece counter display.
We do that in clean Online Store 2.0 Liquid with sections your merchandiser can move without a ticket, and we build the channel rules in from the start: MAP-safe pricing display, a DTC catalogue that is deliberately narrower than your wholesale one, and delivery estimates driven by a DFW warehouse rather than a guess. Then we hand it over documented, because most Dallas brands run a marketing team of two and neither of them wants to email an agency about a banner.
Local context
Designing a store around a showroom business
Dallas Market Center is the gravitational centre of consumer product here, and it sets the shape of almost every build we scope in this metro. The catalogue arrives organised by showroom category and case pack. Pricing is keystone-anchored, which means the direct price is politically loaded before design even starts. The photography budget was spent on market, so there is no lifestyle imagery and no scale reference. And the calendar is not ours: if apparel market or Total Home & Gift is six weeks out, your team has no capacity for content review, so we front-load approvals or we lose a month. We plan builds against your market dates, not against a generic sprint cadence, and we always launch the narrow high-margin DTC assortment first rather than publishing two thousand wholesale SKUs to a consumer audience.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a Dallas brand’s realities.
Full service detailCustom 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.
Scoped and quoted for your Dallas store
We do not work off a rate card. Every Dallas engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
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.
Proof
Design & Build results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Performance 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
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
In their words
Clients on this work
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 in Dallas — your questions
Almost never, and that is the first real decision in the project. Line-sheet catalogues are organised by showroom category, case pack and delivery window, which is a structure consumers cannot navigate. We remodel it into consumer-legible collections with metafields carrying the wholesale attributes underneath, so both channels read from one product record. That taxonomy work usually takes longer than the theme build.
Three mechanics, agreed before design. A narrower direct assortment that excludes the SKUs your key accounts depend on, MAP-compliant price display and promotion rules, and channel-specific bundles that do not exist on the line sheet. Most Dallas brands we build for use DTC for margin, data and hard-to-stock items rather than for undercutting anyone.
We plan around it. Dallas Market Center weeks consume your team completely, so we schedule discovery, content review and sign-off gates into the quiet stretches between markets. If your buyer-facing portal has to be live before a market, that becomes the fixed date and the DTC storefront phases in after it.
Yes, with custom rate logic rather than flat rates. We build dimensional-weight and freight-class rules, zone banding, and a delivery-options step for curbside or white-glove where you offer it. The important part is showing an honest freight number early, because oversized carts abandon at the last step when the cost is a surprise.
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.
Next step
Design & Build for your Dallas brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
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.