A bespoke Shopify theme that quadrupled conversion
Playpress makes eco-friendly toys. Their Squarespace shop was slow, off-brand and not convincing stockists. Through my agency Kindly, we moved them to Shopify with a bespoke theme built for speed. Conversion more than quadrupled.
4×+website conversion rate
85speed score, among the best on Shopify
3sales channels designed for: consumers, stockists, licensing partners
- Role
- Co-founder of Kindly; design and front-end build
- Platform
- Shopify, Liquid
- Worked with
- Rich Hallows (Kindly co-founder), Playpress team
What I owned
I ran stakeholder interviews, built the HTML prototype, designed the visual language and built the theme.
What we were up against
Users
- Slow, bloated site
- Inconsistent brand compared with the packaging
Business
- Weak organic SEO
- Stockists said the site didn't feel professional enough for large orders
Constraints
- Small team managing inventory themselves
- Room for a growing range
01Platform and channels
We chose Shopify with Playpress, then identified three channels through stakeholder interviews: consumers, stockists and commercial partners such as Disney and the RNLI.
02HTML first, brand second
I built a plain HTML prototype to focus on core functionality, tested it, then layered on the Playpress visual language and dynamic content with Liquid.
Final Playpress store
playpress/playpress-01.jpg
Impact
A bespoke theme with a speed score of 85, and conversion more than four times higher.
What I'd take to the next project
- Prototype without the brandPlain HTML kept testing on function before the visuals arrived.