Main Objective
Help shoppers find the right product and buy with confidence.
Accountancy Website Redesign for a UK Practice
Plain-English service pages and clear contact routes that rebuilt client trust.
Redesigning a Canadian Wellness Store Around Simple Rituals
A Shopify store redesign for a Canadian natural wellness brand selling magnesium body care, essential oils and home sprays. We reorganised the catalogue around products and routines, rebuilt the product pages and shortened the path to checkout. Shoppers now find their fit and buy faster.
Higher Conversion Rate18%
Larger Average Order12%
Faster Mobile Load41%
About the Project
Thoughtful Products, a Store That Felt Cluttered
Nuvo Wellness Canada is an online store selling natural wellness products across Canada. Their range covers magnesium body care, pure essential oils and roll-ons, pillow and room sprays, hair and scalp care, and kids' wellness. Orders over $65 ship free.
As the range grew, the old store struggled to keep up. Products sat in long, mixed lists, and product pages said little about how to use each item. Mobile shoppers had to scroll endlessly to find anything, and many left before they reached the basket.
Initial Requirements
- Organise products so shoppers find them fast
- Show how products fit into daily routines
- Build richer, clearer product pages
- Make buying on a phone quick and easy
Success Measure
Higher conversion, bigger baskets and faster mobile pages.
Scope of Work
Store AuditUX PlanningShopify Theme RedesignCollection StructureProduct PagesRoutine CollectionsLearn HubMobile Optimisation
The Challenge
Understanding the Challenge
Nuvo had a loyal following and a growing range. But four connected problems on the old store made shopping harder than it should be, and each one made the others worse.
Cluttered Catalogue
Oils, sprays, body care and hair products sat in long, mixed lists, so shoppers couldn't browse by what they needed.
What wasn't working
Shoppers gave up searching.
Thin Product Pages
Pages showed a product and a price but little on scent, size or how to use it, so first-time buyers hesitated.
What wasn't working
Browsers weren't sure enough to buy.
Missed Routines
Products that work together were sold separately, so shoppers rarely discovered a second item for their routine.
What wasn't working
Baskets stayed small.
Mobile Friction
Most shoppers arrived on phones, but slow images, cramped menus and long pages made buying on mobile a chore.
What wasn't working
Mobile visitors left before the basket.
What the client wanted to achieve: a calm, organised store that helped shoppers find the right product quickly, understand how to use it and build a routine. They also wanted a smooth path from phone to checkout.
Research & Strategy
Our Approach & Strategy
Before redesigning anything, we studied the old store, leading natural wellness brands and how shoppers browse and buy on their phones.
Store Audit
We reviewed analytics, navigation, product pages and mobile speed to find where shoppers dropped off before checkout.
Competitor Analysis
We studied leading natural wellness stores: how they organised their ranges, presented products and encouraged shoppers to add a second item.
Target Audience
We mapped three shopper types: people winding down at night, people refreshing their home and parents buying for their kids. For each, we noted what they look for first.
Why This Solution
Shoppers buy routines, not single bottles, so we organised the store by product and by routine, with clear pages that build confidence.
Design & Development Process
Bringing the Vision to Life
A structured five-week approach kept every stage transparent and on time. Select a stage to see what happened.
Stage 1 of 7 · Week 1
Discovery
We started with a full review of the old store and its analytics. We then spoke with the team about best-selling products, common customer questions and where sales were being lost.
Key deliverables
- Store and analytics audit
- Best-seller review
- Customer questions log
Before & After
The Transformation
Drag the handle to compare the original store with the redesigned version.
The “before” view is the storefront archived in February 2025 (Wayback Machine). The “after” view is the live store.
Problems with the Previous Version
- Long, mixed product lists
- Product pages with little detail
- No way to shop by routine
- Slow, cramped pages on mobile
Key Improvements
- Clear collections by product type
- Detailed product pages with ratings
- Shop-by-routine collections
- Fast, mobile-first Shopify design
Our Solution
The Solution We Delivered
Four connected workstreams, each one solving a specific part of the challenge.
Collection Structure
A Catalogue Shoppers Can Navigate
We regrouped the range into clear collections: magnesium body care, essential oils, roll-ons, pillow and room sprays, hair and scalp care, and kids' wellness. Each one is a tap away from the main menu.
Solves: a cluttered catalogue that made shoppers give up.
Product Pages
Product Pages That Answer Questions
Every product page now covers size, scent, how to use it and what to pair it with, alongside customer ratings. First-time buyers can choose with confidence.
Solves: thin pages that left browsers unsure.
Routines & Learn Hub
Routines That Grow the Basket
The Wind Down and Refresh Your Home collections group products that work together. A Learn section with how-to guides helps shoppers explore the range, and the free shipping threshold is shown clearly throughout.
Solves: single-item orders and missed routine sales.
Mobile Speed & Checkout Path
Built for Shopping on a Phone
Images were compressed and resized, menus simplified and buttons enlarged. The path from product to checkout now takes fewer taps on any phone.
Solves: mobile friction that lost shoppers before the basket.
Final Project Showcase
Explore the Final Experience
The redesigned store on desktop and mobile, with clear collections, routine collections and detailed product pages.
Hover over a screen and scroll to explore the website. Open www.nuvowellness.ca
Results & Impact
The Results That Matter
Measured improvements from a focused Shopify redesign.
18%
Higher Conversion Rate
Orders per visit in the first 90 days, compared with the previous 90.
12%
Larger Average Order
Routine collections encouraged shoppers to add a second item.
41%
Faster Mobile Load
Collection pages cut from 4.9 to 2.9 seconds.
Making the store easier to shop did most of the work. Clear collections helped shoppers find products, detailed pages gave them confidence, and routines encouraged a second item in the basket.
- Clear collections shortened the path to the right product
- Detailed product pages helped first-time buyers decide
- Routine collections grew the average basket
Testimonial
What Our Client Says
★★★★★
“Our products were always good, but the old store made them hard to find. CodeCrackers reorganised everything around how our customers actually shop. The site feels calm and simple now, people find what they need quickly, and we're seeing more orders with more in each basket.”
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