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.
San Antonio, TX
Shopify Store Design & Development in San Antonio, TX
Custom Shopify storefronts for San Antonio businesses that already have the demand and have simply never had a decent digital counter.
Delivered remotely for brands across San Antonio and Texas.
Build · San Antonio
Why San Antonio brands come to us for this
- Spanish built at theme level — menus, facets, size guides, cart, receipts — not a title-swapping widget
- Boot and western wear templates carrying width, last and break-in guidance where the return decision is actually made
- Freight and LTL delivery options surfaced on smoker and pit product pages before the add-to-cart
- Military discount placed after intent, with APO and FPO addresses that pass checkout validation
- Wholesale enquiry paths that keep H-E-B and independent grocery relationships intact while direct sales grow
The typical San Antonio brief does not start with a brand refresh. It starts with a business that has been selling successfully for twenty or forty years — a boot shop, a salsa line, a pit fabricator — and a website a nephew built one weekend in 2016 that now quietly rejects half the people who try to buy. There is no demand problem to solve. There is a storefront that cannot take an order in the language the customer thinks in, cannot quote freight on a 500-pound pit, and cannot tell a size 10EE from a size 10D.
So we build in the order that matters here. Language first: the theme is structured with translation keys from the outset so navigation, filter labels, size and fit guidance, shipping policy, cart and order confirmations all move together when a shopper switches to Spanish. A widget that flips product titles and leaves the returns page in English is worse than no Spanish at all, because it promises something the checkout then fails to deliver.
Then the catalogue's own physics. Western wear needs width, last and break-in explained on the page or the return comes back as a restock cost. Pantry and hot sauce need case and variety-pack logic that hits a sane shipping band. Smokers and outdoor cookers need build lead time, freight class and delivery method visible before the add-to-cart, not discovered in a support email a week later. We design templates around those categories instead of asking a family business to trim its product to fit a theme demo.
Local context
A storefront that serves a bilingual city and a military base at the same time
Two audiences hit a San Antonio store that most theme templates never anticipate. The first is a Spanish-speaking local shopper who is not a translation project — this is a Hispanic-majority metro and Spanish is a baseline, not a market expansion. The second arrives from Joint Base San Antonio: active duty, retirees, dependents and families who fly in for Lackland graduations and shop while they are here, and who expect a military discount to exist and to be simple. Building both properly changes the theme structurally. Language has to run the full path from menu to receipt, and verification has to sit after intent — the offer stated early where it motivates browsing, proof requested only once someone has decided to buy. We also build APO and FPO address handling into the checkout rather than letting a validation app reject the format, because an address a deployed customer cannot enter is a lost order with a very long memory.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a San Antonio 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 San Antonio store
We do not work off a rate card. Every San Antonio 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 San Antonio — your questions
It is completely normal here and it is rarely a disaster. We audit what exists, keep the parts earning their place — usually the product knowledge, the photography and the customer list — and rebuild the theme underneath. The awkward part is documentation, because a relative's build has undocumented logic in it. We map that before touching anything so nothing silently disappears at launch.
The page has to sell a wait, which is a different job from selling stock. That means lead time stated in weeks on the page rather than in a policy link, a deposit or full-payment decision made explicitly, measurement guidance with a way to submit it, and order-status communication planned before launch. Done well, the lead time becomes evidence of craft. Done badly, it becomes a chargeback.
Yes, and it should show them confidently. Regional buyers care about price parity, not about you having a website. We usually build direct around variety packs, bundles, subscriptions and flavours outside the retail assortment, with a separate gated wholesale path for accounts. That way the storefront supports the shelf instead of undercutting it.
No. The firm sits in one office, in Albuquerque, New Mexico, and San Antonio clients are served remotely. We are an hour behind Central Time, so almost the entire working day overlaps, and we travel for kickoffs or quarterly planning when it genuinely earns its place in the budget. We will not list an address we do not sit in.
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 San Antonio 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.