WYSE London partnered with blubolt to redesign their Shopify Plus store into a contemporary, high-performing ecommerce platform.

The problem

Redesigning for growth on Shopify Plus with more control & clarity.

WYSE was already enjoying the benefits of Shopify Plus but needed a site that better reflected its elevated brand and fast-moving product strategy. They wanted a modern, editorial design that would showcase high-quality garments while providing customers with a smoother shopping experience.

From a functional perspective, the team needed more control. Product status changes, such as pre-orders, coming soon, and back-in-stock, required manual workarounds that created friction for both customers and staff. WYSE also wanted clearer sizing communication and stronger tools to nurture their highly engaged community.

Above all, they needed a platform aligned with journey-led growth: one that removed friction, strengthened customer pathways, and enabled the brand to scale sustainably.

The solution

A contemporary, editorial design that elevates the brand.

We reshaped the site experience around WYSE’s customer journeys. Drawing on behavioural insights and brand research, we delivered a modern, streamlined design that mirrors the premium nature of the products. A neutral palette, high-quality video and photography, and a magazine-inspired layout bring the in-store experience online.

To build trust and strengthen community engagement, we introduced richer storytelling blocks throughout. These include curated lookbooks, styling guidance, customer reviews, FAQs and a “What’s Happening” carousel to surface dynamic content such as seasonal edits and brand updates. We also integrated WYSE’s vibrant Instagram feed to blend brand imagery with customer-generated content, giving visitors a seamless sense of the wider community. Every touchpoint maintains a consistent look and feel that reinforces WYSE’s identity.

Streamlined tools for product drops, pre-orders & coming soon.

Product drops are central to WYSE’s commercial model and often occur daily. Previously, the team had to take products offline and reupload them before launch, creating inconsistencies and frustrating customers who returned to find product URLs removed. We built new coming-soon and scheduled-launch functionality, allowing products to sit live on the site without stock until go-live. This removed manual work, improved search consistency and created a predictable customer journey.

We added Quick Add, pre-order and back-in-stock notifications to support conversion across all launch scenarios. For selected garments, the site now offers dual length options, giving shoppers more clarity and choice.

Flexible pages that support community-led growth.

To support WYSE’s growing content strategy, we created new page templates for the brand’s personal styling service and Instagram Live events. These sessions play a pivotal role in product discovery, customer feedback and community connection, so the site now provides a clear, structured way to showcase them.

A tech stack designed for long-term, journey-led growth.

We ensured the platform was reinforced with tools that enhance acquisition, conversion and retention. This includes Klaviyo for lifecycle email, Patchworks for integrations, Smart Wishlist, Shopify Search and Discover for improved search and filtering, Rise.ai for gift cards and Global-e for internationalisation. Together, these elements support our journey-led growth model: reducing friction, enriching customer journeys and ensuring insights flow across marketing, design and ecommerce operations.

The result

An 11% uplift in AOV driven by a clearer, more considered customer journey.

Since launch, the redesigned Shopify Plus experience has delivered a significant uplift across key performance metrics. By reducing friction, improving product discovery and giving WYSE greater control over launches and content, the site is now actively supporting growth across the full customer journey.

Page views have increased by 1,111%, reflecting stronger engagement and a more compelling browsing experience. Average order value has grown by 11%, driven by clearer product information, improved merchandising and a more considered path to purchase. Most notably, transactions have risen by 633%, demonstrating the impact of a platform designed around customer behaviour rather than isolated tactics.

Together, these results highlight the value of a journey-led approach. By aligning design, technology and optimisation around the customer, WYSE now has a scalable ecommerce foundation that supports both immediate performance and long-term growth.