Shoal
A conversion-led skincare store with product education, proof, and mobile shopping moments designed as one system across the storefront.
C1The brief
What the store had to do.
Shoal is an Australian skincare brand built on sea cucumber collagen and native botanicals. The goal was a redesign of the existing Shopify store with a clear focus on conversion: better product discovery, more bundle purchases and smoother checkout completion, while keeping a premium, science-backed brand image.
Decision 1
Explain the science simply
Structured ingredient presentations make the formula easy to understand, so the science supports the purchase instead of slowing it down.
Decision 2
Make bundles part of the journey
Bundle offers are placed where they help the buyer build a routine, rather than appearing as an afterthought in the cart.
Decision 3
Refine layouts, copy and calls to action
Page layouts, product storytelling and persuasive copywriting were reworked around how buyers decide, with attention to mobile usability and performance.
C2Delivered
The delivered experience.
A CRO-focused redesign of the Shopify store that keeps the brand's premium aesthetic while making discovery, bundles and checkout easier to move through.
C3Next
More rebuilds.
Launch · Redesign · Migration
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