eCommerce Design
Store design that makes products easy to find, understand and buy, on every screen size.
Design that sells, not just decorates
Good eCommerce design is mostly about removing friction. Shoppers arrive with a goal: find a product, compare options, check the price and delivery date, and pay without surprises. Every page in the journey either helps them do that or gets in the way.
We design online stores starting from those journeys. Before choosing colours and typefaces we look at what you sell, who buys it, which devices they use and where customers drop off today. The visual identity then supports that structure, so the store looks like your brand and still behaves the way shoppers expect.
The result is delivered as a design system rather than a pile of static mock-ups: reusable components (product cards, filters, price blocks, forms, buttons) with documented states, so the store stays consistent as it grows and developers can build it efficiently on any platform.
What the design work covers
- Customer and competitor research
- Information architecture and navigation
- Category, search and filter design
- Product page templates
- Cart and checkout UX
- Design system and UI kit
- Accessibility review (WCAG 2.2)
Related guides
Principles behind our eCommerce design
Clear product discovery
Navigation labels in your customers' words, useful filters for your catalogue and search that tolerates typos and synonyms.
Product pages that answer questions
Sharp photography slots, sizing and compatibility information, delivery and returns details near the buy button, and honest stock messages.
Low-friction checkout
Guest checkout, address autocomplete, wallet payments and no surprise costs late in the flow. Established checkout UX research consistently points to these basics.
Mobile-first layouts
Thumb-friendly controls, readable type without zooming and sticky add-to-cart where it helps, designed for the screen most shoppers use.
Accessible by default
Sufficient colour contrast, visible focus states, labelled form fields and keyboard support help every customer and reduce legal risk.
Brand without clutter
Your identity carried through typography, colour and imagery while keeping content and calls to action in the foreground.
A/B testing and continuous improvement
Launch is the start of optimisation, not the end. Once real traffic arrives we help you set up experiments on the parts of the store that matter most: product page layouts, delivery messaging, filter behaviour and checkout steps.
- Start from a hypothesis, for example "showing the delivery date next to the price will reduce cart abandonment", rather than testing random variations.
- Test one meaningful change at a time and run tests long enough to cover full weekly cycles.
- Measure the right outcome: completed orders and revenue per visitor, not just clicks.
- Keep performance in check: client-side testing scripts can slow pages down and cause layout shifts, which hurts the very metrics you are trying to improve.
Speed is part of design. Read our guide to Core Web Vitals for eCommerce to see how layout decisions affect loading and responsiveness.
Our design process
Design decisions are made with evidence: what customers do on your current store, what they say, and how prototypes perform in tests.
Research
Review analytics, run a heuristic UX audit, look at competitors and, where possible, talk to customers or customer-service staff.
Structure
Define the category tree, navigation, page templates and the content each template needs.
Wireframes & prototype
Low-fidelity layouts for the key journeys, turned into a clickable prototype for early feedback and usability tests.
Visual design
Apply your brand to the components and templates, in light of accessibility and performance budgets.
Hand-off & QA
Documented components, responsive specs and design review of the built pages before launch.
Iterate
After launch, A/B tests and analytics show what to refine next.
eCommerce Design FAQ
Do you design for Shopify, WooCommerce or custom stores?
All of them. We design components with the target platform in mind, for example Shopify theme sections or a headless front end, so the design can be built without workarounds.
Can you redesign our store without changing platform?
Yes. Many redesigns keep the existing platform and data. We work within its templates where possible and flag the places where a change of approach would pay off.
Will a redesign hurt our search rankings?
It should not if URLs, content and internal links are handled carefully. When URLs must change, we map 301 redirects and keep important copy and structured data. See the replatforming checklist.
What do we receive at the end of the design phase?
A clickable prototype, final page templates for desktop and mobile, and a component library with documented states, spacing and typography, ready for development.
How do you approach accessibility?
We design to the WCAG 2.2 AA success criteria: contrast, focus visibility, target sizes, labels and error messages, and we review the built pages with keyboard and screen-reader checks.
Ready to improve your store's design?
Send us a link to your current store (or your plans) and the problems you want to solve.
Contact Us