Shopify UX examples.The ideas a theme wouldn't give you.

The problem

Drink Finder stocks over 1,500 wines, and buyers compare them on country, region, vintage and style. A standard card left them opening bottle after bottle.

How it works

A Show extras toggle at the top of the collection adds rating, origin, region, vintage and style to every card. Leave it on to compare, or switch it off for a clean grid of bottles and prices.

Evidence

“Customers are now finding and buying bottles online that we used to struggle to sell.” Andrew Rowe, Constantine director, in Business Cornwall, 15 October 2026.

Part of Bespoke store design

The problem

Projektityyny's old store dropped customers into collections and left them to filter.

How it works

Three image-led routes from the navigation let people shop by product, by room or by print, which is how they think about their homes. The routes were designed for the phone first.

Evidence

Over 80% of Projektityyny's visitors are on mobile, from the UX review before design started.

Part of Bespoke store design

The problem

When a Projektityyny collection sold out, its campaign photography disappeared with it.

How it works

Every past collection stays live as a shoppable lookbook, so the photography keeps bringing in search traffic long after the launch.

Part of Bespoke store design

The problem

Whistlefish publishes thousands of greeting card designs, and nobody chooses a card by its name. Long names broke the grid for no benefit.

How it works

I cut product names to one line, so the picture leads. People often buy several cards at once, so the multi-buy offer and an Add button sit on the card, and each one goes in the bag without leaving the grid.

Part of Shopify UX design

The problem

People choosing a curry sauce want four answers before they click: is it hot, is it vegan, did others like it, and what does it cost?

How it works

Every card shows the heat level in chilli icons, dietary information, reviews and the price, with Quick Shop to add straight from the collection. On mobile the grid becomes a list, so it all stays readable.

Evidence

Project result: revenue up 82%, October to June against the year before. GA4, UK sessions. East at Home won UK User Experience of the Year at the UK eCommerce Awards 2026.

Part of Shopify UX design

The problem

Hartnack & Co's binders and boxes come in thousands of possible variations, and the choice was overwhelming customers.

How it works

The builder splits the choice into guided steps, with slide-up tips, bespoke icons and a cost tracker that stays on screen.

Part of Bespoke store design

The problem

With so many options, new customers found it hard to picture what to choose.

How it works

Each past creation in the gallery lists the exact options chosen, so a new customer can copy one they like.

Part of Bespoke store design

The problem

Some Fuzzball products are only sold on subscription. Customers only found that out after clicking through and trying to add one.

How it works

The card shows a lock icon, an "Only available on subscription" label and a View Product button instead of Add to Bag, so expectations are set before the click.

Part of Subscriptions

The problem

The UX review of Drink Finder's old store found sticky sign-up buttons blocking the way to checkout.

How it works

Offers and events moved into a button in the navigation, which freed the announcement bar for trust messages.

Evidence

Found in the UX review, before any design started.

Part of Migrations

The problem

In Fuzzball's quiz cart, it wasn't clear which items were the trial and which would repeat.

How it works

The cart separates the trial from the repeating order, so customers see exactly what they’re signing up to and nobody subscribes by accident.

Part of Subscriptions

The problem

Window Fleur's subscription product journey ran across three pages.

How it works

I rebuilt it as one mobile screen, with slide-ups for the detail, so customers set up a subscription without leaving the page.

Evidence

The project led to Window Fleur commissioning a full store redesign.

Part of Subscriptions

The problem

A quiz is a form, and forms feel like a chore.

How it works

Fuzzball's cat chases a ball along the quiz progress bar, so finishing the quiz feels like part of the brand.

Evidence

Project result: conversion rate up 63%, August 2025 to August 2026 against the year before. GA4.

Part of Branding

The problem

Whistlefish's own team needed to keep building pages after launch without the design drifting.

How it works

I set up the Figma file as a templating system, with rules for how the script and sans fonts behave in the theme editor.

Evidence

"We've since been able to carry that framework into our own design team." Will Manders, Whistlefish

Part of Bespoke store design