Project Goal.

BRIC needed a complete website redesign to better reflect its brand identity and improve the overall user experience. The primary challenge was to streamline the purchasing funnel to drive higher conversion rates while ensuring the new site could be maintained easily and affordably. A smooth transition with no downtime during launch was also critical.

After

Before

Key Decisions.

We continued with Shopify as the platform for its robust e-commerce capabilities and long-term scalability. To ensure the site could be easily maintained without heavy dev involvement, we opted for a codeless theme, allowing for quick updates and reduced operational costs. During the design phase, we used Figma for wireframing and prototyping, while Illustrator and Photoshop supported the creation of high-fidelity visuals. Our research was driven by Shopify Analytics, which helped us pinpoint user behavior patterns and identify key friction points in the purchase journey. Given the importance of ongoing sales, we also developed a launch strategy that ensured a smooth transition with zero downtime.

Results.

The redesign led to a significantly smoother and faster path to purchase, effectively reducing user drop-off and improving overall conversion rates. On the backend, the new setup gave the team greater flexibility to manage and update content without relying on developers. Visually, we elevated the brand across key pages—homepage, product pages, and checkout—creating a more cohesive and polished experience. Importantly, the site remained live throughout the entire transition, avoiding any revenue loss or SEO penalties. We also introduced strategic UX components that make it easier for users to move seamlessly across BRIC’s various platforms. As a bonus, we redesigned the newsletter emails and automated flows, aligning them with the updated brand and improving engagement.

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