Information architecture
Category tree, collection logic, filter and search behaviour, and the navigation a first-time visitor can use without being taught. Decided before a single page is designed.
STOREFRONT ENGINEERING
A store built to sell, not just to exist.
Theme architecture, catalogue modelling, checkout integrity and a speed budget — assembled in a staging environment and only then pointed at a live domain.
Storefront ReadinessILLUSTRATION
Launch checklist
Every gate cleared before a domain goes live
DesignSystem
CatalogueModelled
CheckoutTested
THE BUILD
What a storefront build actually includes.
Not a template with a logo dropped in. Each of these is a deliverable with an owner and an acceptance test.
Design system
Type scale, colour tokens, spacing, button and form states, and a component library. A brand that looks assembled rather than collaged, and a build that stays consistent as pages are added.
Product & variant modelling
Option structure, SKU conventions, inventory mapping and media per variant. Done badly this is the single most expensive thing to unwind later, so it is settled up front.
Performance budget
Image pipeline, lazy loading, deferred third-party scripts and a ceiling on page weight. Mobile is the primary target because that is where the traffic and the impatience are.
Checkout integrity
Payment methods, shipping rules, tax configuration and the policy pages a shopper needs before paying. Tested with real transactions in a sandbox before launch.
Staging & release
Every change lands in a staging store first. Theme versions are kept so a release can be reversed in minutes rather than rebuilt under pressure.
CONVERSION WORK
Design decisions are tested, not argued.
We change one thing at a time and keep the result. Product page layout, offer presentation, shipping-cost disclosure, review placement and checkout friction are the areas that move a storefront most, so those are where the testing effort goes.
When a test is inconclusive we say so and keep the simpler version. A backlog of unverified 'improvements' is how a fast store becomes a slow one.
Baseline
Measure the current page honestly, including mobile and slow connections, before changing anything.
One variable
Isolate the change so the result can be attributed. Bundled changes teach nothing.
Run to a decision
Hold the test until it is conclusive, or declare it inconclusive and revert.
Document and keep
Winning changes enter the design system so the next brand starts ahead of this one.
WHAT YOU RECEIVE
Deliverables at handover.
| Deliverable | Contents | Acceptance |
|---|---|---|
| Design system | Tokens, components, page templates, mobile states | Rendered in staging across breakpoints |
| Live storefront | Theme, navigation, collections, product pages, policy pages | Full purchase completed in sandbox |
| Catalogue | Products, variants, media, inventory mapping, SKU scheme | Reconciled against the source list |
| Checkout configuration | Payment methods, shipping rules, tax setup | Test transaction per method |
| Performance report | Page weight, load timings, mobile scores | Within the agreed budget |
| Runbook | Release process, rollback steps, owner per area | Walked through with your team |
Bring us the catalogue and the market.
We will come back with the architecture, the build sequence and the date we would commit to.
Scope a build →