Online store for a growing retailer
A retailer outgrowing a template store. We designed a product and category structure that scales with their range and made the path to checkout far more straightforward.
A store that had outgrown its own structure
The retailer had started with a small range and a template store that was perfectly adequate at the time. As the product range grew, the original structure became a liability — categories that no longer made sense, and shoppers left to navigate their way through it alone.
The problem wasn't traffic. People were finding the store; they just weren't getting far enough through it. We were asked to rethink the structure around how customers actually shop, not how the products had historically been filed.
At a glance
- Sector
- Retail & eCommerce
- Project type
- Online store design
- Scope
- Product structure, category design & checkout journey
- Focus
- Simplifying the buying journey
- Delivered
- 2024
Built around how people actually shop
We started with the customer's route through the store — how they browse, compare and decide — and rebuilt the structure backwards from there.
Rebuilt the category structure
We reorganised products into categories that match how customers search and browse, rather than how the range had grown over time.
Designed clearer product pages
Each product page now answers the questions that stall a purchase — sizing, materials, delivery, returns — before the customer has to go looking.
Reduced checkout friction
We stripped steps out of the buying process and made the path from product to checkout far more direct and obvious.
Built to grow
The structure was designed to absorb new products and categories without needing to be rethought every time the range expands.
A store that doesn't get in the way
Shoppers now move through the store the way the business always intended — finding what they came for, understanding it, and getting to checkout without the structure working against them.
- A category structure that matches how people browse
- Product pages that answer questions before they're asked
- A noticeably shorter route to checkout
- A store that scales with a growing range
Need something similar?
If your online store has outgrown the structure it started with, a free consultation is the quickest way to work out what would make the biggest difference.
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A free consultation is a conversation about your business and what your store actually needs to do — with an honest view on the best way to get there.