East At Home Shopify Website Design Case Study

East at Home is on a mission to make restaurant-quality curries achievable at home, with a range of stir-in sauces and spice kits inspired by authentic Indian recipes. With bold new branding and packaging in place, they needed a Shopify website that could reflect that confidence and work harder commercially. They came to me looking for a Shopify UX specialist who could improve the customer experience, protect an already healthy conversion rate, and unlock further growth through increased average order value. The result was a conversion-focused redesign built around a comprehensive design system and fully clickable Figma prototypes, creating a Shopify platform designed to scale.

Client: East At HomeServices: UX & UI Design, ShopifyRole: Shopify Design Expert

Conversion Rate Highlights

26%

Increase in Revenue Per Session

178%

Increase In Revenue Growth

16%

Increase in Basket Value

UX and Heuristics review

I began with a detailed UX and heuristics review, diving into their GA4 data to understand how real users were navigating the site. Using a Miro board, I mapped the entire purchase journey across the most common screen sizes, highlighting friction points and opportunities to improve trust and conversion.

This process revealed key insights: where users were hesitating, which product information they needed earlier in the journey, and how we could better showcase product differentiation. The outcome was a clear roadmap to improve conversions while respecting what was already working well.

Design System Creation

After the initial designs were approved, I built a comprehensive design system that became the foundation for every page. The system balanced East at Home’s vibrant new brand identity, bold colours, playful textures, and custom illustrations with clean, scannable layouts that prioritised usability.

This system ensured consistency across the entire site while giving the team flexibility to create new landing pages and campaigns in the future.

Mobile-First Product Cards and Collection Pages

I designed bespoke, mobile-first product cards that worked seamlessly in a list format, giving customers the key information they needed to make confident decisions at a glance: spice level, dietary preferences (vegan, gluten-free), and flavour profiles.

This approach helped users compare products quickly without clicking into every page, reducing friction and speeding up the path to purchase.

Raising Average Order Value

To encourage larger basket sizes without disrupting the shopping experience, I added visual quantity-based savings indicators on the product pages and in the add-to-cart modals. As customers increased their chosen quantities — for example, 3-pack with 8% off, 10-pack with 17% off — the savings were displayed clearly in the UI. This helped customers see the value in purchasing more while keeping the experience smooth and natural.

Raising Average Order Value in the Bag

In the shopping bag, I introduced a two-tier progress bar that incentivised larger orders:

£35 — Unlock free delivery
£50 — Get a free recipe book

The key to this feature’s success was clarity. Customers could see exactly what they’d unlock with each tier, making the value proposition impossible to miss. This subtle nudge encouraged larger baskets while feeling helpful, not manipulative.

Mix-and-Match Bundle Builder

Using the design system as a foundation, I created a simple, intuitive bundle builder that worked flawlessly on mobile. Customers could mix and match their favourite sauces and kits, with clear visual feedback at every step.

The builder felt effortless to use, turning what could have been a complicated process into a smooth, enjoyable experience that encouraged higher-value purchases.

Mobile user interface screens

With more than half of traffic coming from mobile, I designed a fully bespoke design system with a mobile-first approach. Building clickable prototypes in Figma streamlined the development process, reduced costs, and ensured consistency across pages.

The result? A seamless shopping experience that feels modern, intuitive, and optimised for every device.

Trust-Driven Product Pages

Product pages were designed with trust and conversion at the core. I incorporated key trust signals, ingredient transparency, clear dietary information, customer reviews, and guarantees alongside conversion drivers like bold CTAs, quantity selectors, and complementary product suggestions.

Every element was positioned to remove doubt and guide customers confidently toward purchase.

Fun animations

To bring the brand’s playful personality to life, I created custom cooking animations for the product page USPs. These weren’t just decorative, they reinforced key brand messages (quality ingredients, easy cooking) in a way that felt engaging and memorable.

The final desktop journey is streamlined, intuitive, and free from unnecessary friction. From landing page to checkout, every touchpoint was optimised for clarity, speed, and trust, ensuring customers could complete their purchase quickly and confidently.