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Anthony is Freelance
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Wide Fit Shoes Shopify case study.One system, two stores

Wide Fit Shoes sells wide-fitting footwear through two Shopify stores, one for the UK and one for the US. I redesigned both on their existing theme, with one design system and product cards that show width and colour before the click.

Wide Fit Shoes Shopify brief.Modernise both stores without changing the theme

The Wide Fit Shoes brief was a modern design for the UK and US stores, built on the Shopify theme both already used.

GA4 showed customers across a wide range of ages, so the design had to feel right to all of them: not too young, not too old, and easy to read.

Sector
Fashion
Services
Theme customisationsUX design
Live
Designed for
Customers of every age.
Theme
Impulse
Screens
Shown as designed in Figma. The live stores have changed since.
Website
widefitshoes.co.uk
The Wide Fit Shoes design on desktop: the homepage, then a men’s collection and a product page.
  • The Wide Fit Shoes homepage on mobile, scrolling from the hero to the newsletter sign-up.
  • Wide Fit Shoes search on mobile, with suggested searches, quick links and visual search.
  • A Wide Fit Shoes men’s collection on mobile, opening the colour and size filters.
  • A Wide Fit Shoes product page on mobile, with the shopping bag sliding in.

Wide Fit Shoes Shopify UX design.Two stores, one set of decisions

Everything below had to work twice: on the UK and US stores, and for Wide Fit Shoes customers of every age.

Shopify UX design.Inclusive for every age.

I built personas for Wide Fit Shoes from the GA4 data. Customers ranged widely in age, so inclusivity guided every decision: clear type, calm layouts and no hover tricks.

The Wide Fit Shoes mobile menu, opening Mens and then Shoes to show each collection.

Wide fit product card design.Width and colour before the click.

A product card for fashion usually means just an image. Wide Fit Shoes customers also need the fit and colours, so every card shows the width and colour options up front.

A Wide Fit Shoes collection on mobile, with every product card showing the width fittings and colour options.
A Wide Fit Shoes product page on desktop, with the width and size options beside the gallery.
The Wide Fit Shoes men’s landing page on desktop, with a row of categories and links by width.
The Wide Fit Shoes Christmas landing page on desktop, with gifts by recipient, budget and brand.
A Wide Fit Shoes men’s collection on desktop, with category links above the product cards.

Variant image design.Colours shown as shoes.

Wide Fit Shoes product pages show every colour as an image of the shoe, not a plain swatch. The page was reordered into a clear hierarchy, with every button state mapped for the build.

A Wide Fit Shoes product page on mobile, from the colour and width options down to reviews and similar items.

Gift landing page design.Send people somewhere useful.

Shopify landing pages work when they send people on. Collections by gift price, and one for the party season, gave the Christmas page somewhere useful to go next.

The Wide Fit Shoes Christmas landing page on mobile, with gifts by recipient and by budget.

Multi-store ecommerce design.One file for the UK and US.

Both Wide Fit Shoes stores run on one design system in Figma, with every Shopify 2.0 section mapped and styled. A neutral palette keeps it legible and lets the shoes do the talking, and new pages start from the file, not from scratch.

The Wide Fit Shoes men’s landing page on mobile, built from the design system’s sections.

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