Given that the brand knew that action needed to be taken as quickly as possible, we used the Minimal Viable Product (MVP) and iterate model, where we decided to initially work with the main theme options and low levels of theme customisation. By doing so, we were able to expedite the redesign of the store in preparation for increasing conversions and revenue.
By drawing initially on our deep experience with Shopify based fashion brands, we developed and ran a workshop with the brand to establish a specific understanding of the business. In addition, we conducted an analysis of their key competitors and used Google Analytics to understand customer demographics and customer journey flow.
Following the initial implementation of the MVP store, we then implemented a rigorous A/B testing program to achieve continuous improvement and development, guided by data.