Feel Reformed

The store grew the way most growing stores do. A round of development here, an app there, a quick fix to get a launch out of the door. A few years on, nobody could say for sure what half of it did.

• Slow pages

  Code that no longer did anything still loaded on every page, so pages took around 8 seconds to load on a phone.

• Clashing scripts

  Scripts from different apps got in each other's way, and the cart upsells stopped working.

• Paid small changes

  Nobody could safely touch the theme, so even changing the subscription options meant paying a developer.

Another patch would only have added to the pile, so I recommended a rebuild with a simple brief: the same store for customers, none of the debt behind it.

1. 01

   The foundation

   I built on Horizon, Shopify's own theme, so the base stays fast and keeps getting Shopify's updates. Every feature of the old site came across, without the code that had stopped doing anything, and on a fraction of the apps.

2. 02

   The pages that sell

   The homepage puts the press, the video testimonials, a product comparison page and the clinical stats where shoppers make up their minds. Product pages carry the key details above the fold, the deals, and a Skio subscription with free gifts for staying on.

3. 03

   The cart

   A slide-out cart with a progress bar towards free shipping, and suggestions for what to add.

4. 04

   The team

   Campaign sections they can build pages with in the theme editor, with Klaviyo and Markets connected from day one.

5. 05

   The reviews

   After launch, I replaced a video review app with a review section built into the theme, so the reviews look like Feel Reformed and the monthly fee is gone.

Customers see the store they already knew. Behind it, this is what changed.