An e-commerce brand selling luxury homewares.
As a front-end developer for MALI Homeware, I was entrusted with delivering a complete website refresh. My responsibilities included migrating their existing site from a third-party theme to a Shopify theme, optimising all pages to enhance functionality and user experience, and ensuring the design aligned seamlessly with their brand identity. The homepage was the key focus, as they sought a more interactive and dynamic experience that showcased their offerings while encapsulating their brand essence.
I collaborated closely with the MALI Homeware team to identify their objectives and the areas needing improvement. I conducted in-depth research into web optimisation best practices, focusing on user engagement, brand representation, and conversion strategies. Based on my findings, I designed mockups of potential solutions to present to the team, ensuring alignment with their vision before proceeding.
For the homepage, I introduced highlighted sections such as new product collections, recent blog posts, and an updated designer trade sign-up. To build trust and connection with users, I incorporated Trustpilot reviews and a visually engaging summary of the brand’s values, emphasising their unique identity as a small but thriving business. To drive user subscriptions, I integrated an email sign-up form in the footer, linking directly to a third-party CRM platform, and to encourage more designer trade clients, I undertook a refresh of the designer trade page, highlighting membership benefits and a contact form targeting certified clients.
For product pages, I redesigned the layout with darker coloured CTA buttons and dropdown menus for organised product information, adding delivery and returns details to build consumer trust and removing disruption in the customer flow. To increase customisability of the website, I integrated a new "custom badges" feature into Shopify’s theme customiser to allow for highlighted product attributes. The blog pages and lists were redesigned for better SEO readability and consistent branding, ensuring every aspect of the website reflected MALI Homeware’s identity and goals.
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