Projektityyny Shopify Website Design Case Study

A refined, elevated aesthetic for a beloved Nordic textiles brand

Projektityyny is a Nordic home textiles brand with a devoted following of over 115k on Instagram, celebrated for its patchwork quilts and featured everywhere from Vogue to Elle Decoration and House & Garden. The brand had outgrown its old store, so I designed a bespoke Shopify build that elevates the brand at every touchpoint. Rich editorial photography leads the entire experience, a new mobile-first navigation opens up product discovery, and a full Figma design system means the store is set up to grow for years to come.

Client: ProjektityynyServices: UX & UI Design, ShopifyRole: Shopify Design Expert

Starting with the Data

Every project starts with a UX review, and Projektityyny was no different. I mapped the full purchase journey in Miro and dug into the GA4 data to understand who was shopping and how. The numbers made the priority clear.

Over 80% of traffic was on mobile, so every design decision that followed was made mobile first, then scaled up to desktop.

A Refined, Elevated Aesthetic

Projektityyny already had something most brands would love, a distinctive product and beautiful editorial photography. My job was to bring a more refined, understated design language to match it. I pulled back anything that competed for attention, tightened the typography and gave every element room to breathe.

The spacing throughout is deliberate rather than decorative, and that restraint is what makes the store feel genuinely elevated rather than simply redesigned. Accessibility ran through every decision too, from colour contrast to type sizes, proof that considered design and inclusive design are the same job done properly.

A Design System Built for Growth

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.

Mobile-First Navigation Built for Product Discovery

The old site sent users straight to collections and relied on them to filter their way to the right product. That puts all the work on the customer.

The new vision was to create routes in from the navigation itself, matching how good product card design already surfaces what shoppers need at a glance. Customers can now shop by product, shop by room or shop by print, three natural ways into the range that match how people actually think about their homes. Each route is brought to life with rich imagery, turning the navigation from a list of links into the start of the shopping experience.

An Image-Led, Immersive Experience

The entire navigation and every homepage block bring the brand’s photography to life.

Full-bleed imagery, considered pacing and generous space create a genuinely immersive experience that shows off the prints exactly as they deserve. The design never competes with the product. It frames it.

Back view of a person standing on a pebbled beach, wearing a peach-pink striped outfit and carrying a matching striped tote bag while facing the ocean.
Person posing in a yellow-and-white quilted coat with a matching skirt and wide-brimmed yellow hat, holding a striped tote bag
Quilted pastel patchwork blankets are draped like a screen across a room, with a crystal chandelier and ornate mirrors in the background.
Person in a mustard yellow striped dress carries a large red striped tote bag on a rocky beach.
Person in a pastel argyle dress hugs a large stack of pillows in front of a yellow wall, peeking over them.
A woman wrapped in a patchwork quilt walks through a stone arched doorway into a cozy, fabric-filled room.
Young woman wrapped in a multicolor patchwork quilt on a stage with pink draped curtains behind her.

Lookbooks that Keep Every Collection Alive

Previously, when a product sold out or a new season arrived, that was it. The photography and the story disappeared with it.

I created a lookbook archive that keeps every collection live, stretching right back through the brand’s photographic history. It preserves years of beautiful campaign imagery as a permanent brand archive, and from an SEO point of view those pages continue to earn traffic long after the season has passed.

Curated Upselling, Not Random Recommendations

Upselling and cross-selling now run throughout the site, but always with intent. Associated products appear in a ‘goes well with’ section, and customers can even shop products in the same colour or print, making it effortless to build a coordinated look.

Because the recommendations are curated rather than random, they feel like styling advice from the brand instead of a sales tactic, which is exactly what lifts average order value.

Built to Perform from Day One

This was a bespoke Shopify build, architected correctly from the outset rather than patched for speed after launch. The result is a Google PageSpeed score of 93, exceptional for an image-led store, which means the photography-rich experience never comes at the cost of performance.

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