With the decision to pursue a full redesign, we embarked on a complete overhaul of TEKLED’s UK Shopify store. Our approach was holistic, integrating UX design, CRO strategy, SEO, and technical rigour at every step. Here’s how we tackled the project:
Conversion-Focused UX Design Grounded in CRO Insights
Rather than designing in a vacuum, we started with a data-driven discovery process. This involved reviewing TEKLED’s analytics, user recordings, and any available feedback to pinpoint where users were dropping off and what content or design elements weren’t working. We treated conversion rate optimisation (CRO) as a guiding principle for the new design. Every design decision, from homepage layout to product page structure, was made with the customer journey and conversions in mind.
In practical terms, we produced detailed wireframes and user journey maps during the discovery phase. These high-fidelity wireframes laid out the new site’s structure and flow before visual design began, ensuring we addressed UX pain points (like confusing navigation or poor filtering) early. By mapping out how a shopper would browse and find lighting products step by step, we optimised the journey to reduce friction.
Throughout the design process, our team kept asking themselves: “Will this element help the user find what they need and encourage them to buy?”. If not, we went back to the drawing board. The result was a clean, modern UX that puts the spotlight on TEKLED’s products and makes it effortless for customers to discover and purchase the right lighting solutions.
SEO Built-In from Day One
A redesign isn’t just about aesthetics and usability; it’s also a prime opportunity to improve SEO (Search Engine Optimisation). To ensure TEKLED’s new site would attract more organic traffic, we partnered closely with Melt Digital, an SEO agency, throughout the project. This collaboration meant that SEO considerations were baked into the redesign from the very beginning, not tacked on at the end.
Working in parallel with design and development, Melt Digital’s team conducted thorough keyword research and content audits to inform the site structure and copy. They guided decisions on everything from URL structures to on-page content strategy. For instance, we implemented SEO-friendly collections and product page templates with optimised metadata, headings and image alt texts. Melt Digital helped rewrite and expand product descriptions and category page content to be more search-friendly and informative, ensuring that TEKLED’s extensive product range would rank well for relevant lighting queries.
We also coordinated on the technical side: setting up proper 301 redirects from the old URLs to new ones, improving site speed (a key SEO factor, especially on mobile), and integrating Google Analytics 4 and Facebook Pixel properly to track the right events. Prior to launch, we carried out SEO QA to catch any issues that might hurt rankings. For example, we checked that all meta titles and descriptions were in place, no missing alt tags were present, and the XML sitemap and robots.txt were configured correctly. Thanks to this joint effort with Melt Digital, the new site was SEO-optimised from day one, helping preserve and improve TEKLED’s organic search performance post-launch.
Rigorous Development and Quality Control
Designing a beautiful, conversion-oriented site is half the battle. The other half is building it to be fast, robust, responsive, and pixel-perfect. Our development team implemented the new Shopify theme, emphasising clean, efficient code and mobile-first performance. We built the site section by section, and each component underwent strict peer code reviews and QA testing using our robust QA/QC process, ensuring that what we built matched the approved designs exactly and that there were no bugs or hiccups in functionality.
Key development improvements included optimising images and code for faster load times (crucial for mobile users), implementing a responsive design that looks and works great on all devices, and testing the site across browsers and screen sizes. We paid special attention to the mobile experience, and the new site was tested on various smartphones to verify smooth navigation, quick page loads, and easy checkout on smaller screens. Given the old site’s mobile struggles, this was a top priority for our QA process.
Before going live, we conducted a full site audit and final review. We also worked with TEKLED’s team to populate content and double-check that everything (products, prices, translations, etc.) was ready. By not rushing the testing phase, we launched with confidence that the new TEKLED UK site was stable and high-performing from day one.
Collaboration with the TEKLED Team
A successful project is always a two-way street. Throughout the redesign, we collaborated closely with TEKLED’s in-house team. Their insights into their products and customers were invaluable in shaping the site. We held regular check-in calls and design reviews to gather feedback and ensure the redesign aligned with TEKLED’s brand vision and business goals. For example, when creating the high-fidelity design mockups, we incorporated feedback from TEKLED’s UK lead to fine-tune the look and messaging for the local market.
This collaboration extended to training and handover. We prepared the TEKLED team for managing the new Shopify store by sharing documentation and walking them through how to use new features (like the revamped filtering system and custom theme sections). The client’s team felt confident operating their new site by launch day. The strong partnership and open communication between Blend and TEKLED meant that the project stayed on track, and the final results met the client’s needs.
A Shared Shopify Codebase
One innovative aspect of this project was setting TEKLED up with a shared Shopify codebase to support their multi-country operations. TEKLED operates several localised Shopify stores, and maintaining each store separately had been a pain point. Our redesign addressed this by building the UK site so that its theme and code can be reused for TEKLED’s other stores with minimal effort.
In practical terms, we created a master Shopify theme for TEKLED. This shared codebase approach means that any new feature or design improvement developed for the UK site can be rolled out to all TEKLED’s regional sites in one go (or with slight adjustments), rather than rebuilding or recoding it multiple times. For instance, adding a new filtering functionality or a promotional banner section can push that update to any other local site quickly and consistently. This ensures a consistent brand and user experience across all markets, significantly improves efficiency, and reduces long-term development costs.
TEKLED’s team was enthusiastic about this approach, indicating interest in a unified codebase early in discovery. With the new shared theme, their global eCommerce operations will benefit from a standard foundation. As they launch new localised sites or update existing ones, TEKLED can maintain one core codebase, simplifying global updates and maintenance. In short, the redesign didn’t just improve the UK site in isolation; it created a scalable platform for TEKLED’s worldwide eCommerce growth.
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