Projektityyny. A mobile-first store launch for a Nordic-inspired textiles brand
East at Home Shopify case study.82% more revenue after launch
East at Home makes restaurant-quality curry sauces and spice kits for cooking at home. I redesigned its Shopify store around how people choose a curry on their phone, and it won UK User Experience of the Year at the UK eCommerce Awards 2026.
East at Home Shopify brief.Protect conversion, then grow the basket
The East at Home brief was a redesign for a brand with bold new packaging and a conversion rate already worth protecting. The store had to match that confidence and work harder commercially.
The job was to improve the shopping experience without breaking what worked, then lift average order value. Over half the traffic was on mobile, so all focus was mobile-first.
- Sector
- Food & drink
- Built by
- Cartmasters
- Live
- Results
- 82% more revenue. 14% higher conversion rate.
- Measured
- Comparing the eight months since launch, October to June, with the same period the year before. GA4, UK sessions.
- Recognition
Winner, UK User Experience of the Year, UK eCommerce Awards 2026. Also shortlisted for B2C eCommerce Website of the Year.- Website
- eastathome.com
East at Home Shopify UX design.Five decisions behind the redesign
Each East at Home decision below protects a conversion rate that already worked, or gives shoppers a reason to add one more jar.
Mobile UX review.Find where shoppers hesitate.
I paired East at Home’s GA4 data with the whole purchase journey at the most commonly used screen size. It showed which details shoppers needed sooner to tell one sauce from another.
Shopify product card design.Four answers before the click.
Good product cards help a food shop. Every East at Home card shows heat in chilli icons, dietary information, reviews and the price, and on mobile the grid becomes a list so it stays digestible and scannable.
Quantity discount design.Make the saving obvious.
East at Home’s product pages show the savings as the quantity rises, 8% off three and 17% off ten. No pressure tactics, just clear savings and monetary values for each extra item.
Shopify basket design.Show what the next spend unlocks.
The East at Home bag has two goals: free delivery at £35 and a free recipe book at £50. Customers see what the next item unlocks, and decide for themselves. The client has complete control over how many levels are live and what those levels are in the Shopify customiser.
Shopify bundle builder design.Mix and match on a phone.
East at Home’s bundle builder lets customers mix and match sauces and kits on a phone, with clear feedback at every step, so a bigger order feels easy rather than complicated.
Shopify ecommerce design system.One system for every page and campaign.
East at Home’s design system balances a bold, playful brand with clean, scannable layouts. Every page was built from it as a clickable Figma prototype, so the team can make new landing pages and campaigns without the design drifting.
East at Home testimonial.In the client’s words.
“When I first saw Anthony’s work I knew that he was the right person for us, my initial hunch turned out to be correct. He was a joy to work with, a true craftsman who takes pride in his work with expert knowledge and delivers amazing results.”
More Shopify success stories.Other stores, other problems. Solved.
Whistlefish. A Shopify 2.0 redesign their own team now builds on
Stationery & gifts · April 2025
Fuzzball. 63% higher conversion rate after a subscription redesign
Pets · August 2025
Start a Shopify project.Want bigger baskets without losing conversion?
I reply within two working days.
