A mobile-first Shopify theme for sustainable frozen meals
Fieldgoods delivers sustainable frozen meals. Its shop ran on a free Shopify theme that was clunky and performing badly. I replaced it with a bespoke, mobile-first theme built around meal bundles and subscriptions, which Lune + Wild later asked to use too.
- Role
- Designer and Shopify developer
- Platform
- Shopify, Recharge
- Scope
- Theme, meal bundling, subscriptions, product data and SEO
What I owned
I designed and built the theme, chose and styled the subscription app, and worked with the Fieldgoods team to clean up their store data.
What we were up against
Users
- The free theme was clunky and slow
- Building a box of meals was awkward on a phone
Business
- Grow repeat orders through subscriptions
- Make product data and search metadata reliable
Constraints
- Shopify and its app ecosystem
- Bundles and subscriptions had to run through a third-party app
01Designing the ideal bundle on mobile
With the Fieldgoods team, I designed an idealised, mobile-first meal bundling journey in Figma before choosing any technology, so the experience led the decision.
fieldgoods/fieldgoods-01.jpg
02Picking the right app
After researching third-party apps, I chose Recharge for meal bundling and subscription management, then styled and themed it so it felt like part of the store rather than a bolt-on.
03Cleaning up the store
We also tidied the product inventory in Shopify and made sure SEO metadata was set up properly, so both shoppers and search engines could find the right meals.
Impact
Fieldgoods moved onto the bespoke theme, and it worked well enough that Lune + Wild asked for the same foundation for their store.
What I'd take to the next project
- Design the ideal, then find the toolDesigning the bundle journey first meant we chose an app that fitted the experience, not the other way round.
- Clean data is part of the experienceTidy inventory and metadata helped shoppers and search engines alike.