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.
Stockholm
Shopify Store Design & Development in Stockholm
Custom Shopify storefronts for Stockholm brands whose checkout has to satisfy Swedish habits at home and read cleanly to a buyer in Hamburg.
Delivered remotely for brands across Stockholm and Sweden.
Build · Stockholm
Why Stockholm brands come to us for this
- Klarna, Swish and card presented in a deliberate order, with pay-later messaging on the product page matching what checkout actually says
- Service-point and parcel-locker selection built into the delivery step rather than buried behind a generic shipping line
- Swedish and English handled at theme level, so filters, size guidance, returns pages and order emails all switch together
- Lighting, furniture and interiors templates with finish and dimension variants plus freight-class shipping logic
- Accessible patterns built in from the wireframe stage — contrast, focus order, keyboard-navigable cart — rather than retrofitted after a complaint
A Swedish shopper arrives at your product page already knowing how they intend to pay and where they intend to collect. Those two decisions were made before they met your brand, and a theme that treats them as afterthoughts — a wallet list in default order, a shipping line with no service-point selection — hands away conversion that the design work never gets credit for losing. We build the checkout path first and the aesthetic around it, which in practice is what produces the better-looking store as well.
The second thing a Stockholm build has to carry is two audiences in one theme. Domestic buyers read English perfectly well and still convert better in Swedish, while the export traffic you are courting in Germany, the Netherlands and the UK needs an English tree that is genuinely complete rather than a translated product title sitting on top of Swedish filter labels, Swedish size guidance and a Swedish returns page. We structure the theme with translation keys from the first section file so navigation, facets, metafields, cart and transactional email all move together instead of separately.
Then the catalogue. The categories this city actually produces each break a stock theme in a specific way. Lighting and interiors need finish and dimension variants plus freight-class shipping that does not pretend a floor lamp posts like a t-shirt. Outdoor and technical gear needs temperature ratings, materials and layering guidance on the page, because a spec-free product page quietly loses that sale to a competitor who published the numbers. Kids and baby products need standards and age information where a parent will actually see it. We design the templates around what you sell rather than asking what you sell to survive a template.
Local context
Delivery choice and payment order are build decisions here, not settings
In most markets the delivery section of checkout is plumbing. In Sweden it is a conversion element, because collection at a service point or parcel locker is the default expectation rather than the budget fallback, and a buyer who cannot see which ombud their parcel lands at is being asked to accept uncertainty at the worst possible moment. That means locker and service-point selection, address handling that behaves for Swedish formats, and a wallet order that puts the methods people actually use above card entry. Swedish rules also bear on how pay-later options are presented — credit-based methods should not be pre-selected or pushed ahead of direct payment, and your counsel should confirm the specifics for your setup — so we build the payment presentation deliberately instead of accepting whatever order the integration ships with. The other build constraint is the European Accessibility Act, which since June 2025 has applied to consumer ecommerce across the EU, with exemptions for the smallest businesses. We build to accessible patterns as standard: contrast, focus states, keyboard paths through the cart, and form labelling that a screen reader can follow.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a Stockholm 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 Stockholm store
We do not work off a rate card. Every Stockholm 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 Stockholm — your questions
No. The whole team sits in one Albuquerque, New Mexico office, and Swedish clients are served remotely — there is no Swedish entity, no Stockholm address and no local team, and we would rather say that on the page than imply otherwise. Stockholm is eight hours ahead of us, so roughly 16:00 to 19:00 your time is our morning and that is where calls sit. Outside that window the work moves in written handovers, which usually means you open a finished update rather than wait on a reply.
Swedish for Swedish traffic, English for everyone else, decided by market rather than by browser guesswork alone. Domestic conversion measurably improves in Swedish even though almost everyone here reads English comfortably, and export buyers need an English tree that is complete down to the returns policy. The mistake we see most often is a Swedish store with an English toggle where half the interface strings never got translation keys, so the English experience degrades exactly where trust is decided.
Mostly the product data model and the shipping logic. Finish, size, cable length and bulb fitting want to be real variants and metafields rather than a paragraph of description, so filtering and search can use them. Shipping needs weight and dimension bands with a rate structure that separates a pendant from a dining table, and the product page has to state assembly, lead time and whether the item ships by pallet before someone reaches checkout and discovers it.
That is the point of building on native Online Store 2.0 sections rather than a page-builder app. Every template is assembled from blocks your marketing lead can rearrange, and campaign elements like a mellandagsrea banner or a shipping cutoff notice are theme-editor controls rather than code changes. You get a written theme guide and recorded walkthroughs, which matters more than usual here because there will be weeks in July when nobody at either end is available to make a change for you.
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 Stockholm 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.