Projektityyny. A mobile-first store launch for a Nordic-inspired textiles brand
Whistlefish Shopify case study.Thousands of designs, easy to shop
Whistlefish is a Cornish greeting card and gift brand, with thousands of designs sold online and in its own shops. I redesigned its Shopify store mobile first as part of its move to Shopify 2.0, with a design system its own team now builds on.
Whistlefish Shopify brief.A system for every season’s gifting pages
The Whistlefish brief was a refresh for the move to Shopify 2.0. The team needed to build landing pages for each gifting season themselves, without the design drifting.
Greeting cards sell for a few pounds and often in multiples, so the store also had to make buying several easy, and set up the next round of conversion work.
- Sector
- Stationery & gifts
- Live
- In their words
- “We’ve since been able to carry that framework into our own design team.” Will Manders, Head of Ecommerce
- Website
- whistlefish.com
Whistlefish Shopify design.Artwork first, from menu to cart
The Whistlefish work started with the mobile navigation, where most browsing happens, and ended with a full set of Shopify 2.0 sections in a clickable Figma prototype.
Drill-down navigation design.Drill down without losing your place.
Whistlefish has a big range for a small screen. One menu block lets shoppers drill down through collections and sub-collections, with the artwork kept front and centre.
Image-first product card design.Let the picture lead.
Whistlefish product cards put the artwork first. Names are cut to one line, and Add sits on the card and turns into a quantity picker, so buying several is quick.
Greeting card product page design.The card, then the details.
Whistlefish product pages keep the artwork in focus, with details like the type of ink where people expect them. The Rewards Club sits quietly beside the purchase, not in its way.
Shopify search design.Searches, collections and products, apart.
Whistlefish search splits results into popular searches, collections and products. Clear hierarchy means nobody sifts through cards they didn’t ask for.
Multi-buy cart design.Show how close the next offer is.
The Whistlefish cart shows how many more cards unlock a deal, then applies it automatically. Delivery messages sit beside it, so nothing is left to guess.
Ecommerce templating system.Built for the team that runs it.
Whistlefish’s design system is a Figma file set up as a templating system, with rules for how the script and sans fonts behave in the theme editor. A Christmas landing page showed the team how quickly a season can be built from it.
Whistlefish testimonial.In the client’s words.
“The design process and finalised site helped our brand leap into its next phase with a fresh, clean look that our customers immediately loved. Using Figma as a templating system meant all of our building blocks worked seamlessly together, and we’ve since been able to carry that framework into our own design team, making adjustments easily while staying true to the original vision.”
More Shopify success stories.Other stores, other problems. Solved.
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Wide Fit Shoes. A theme rebuild running both the UK and US stores
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