Techtic x Dryworld: Supercharging DTC Apparel Commerce with Conversion-Focused Shopify Redesign

The redesign of the Product Detail Page (PDP) was a core focus of this project, aiming to enhance the user experience and drive conversions. Based on Figma prototypes, the team implemented a series of design updates. This included adjustments to font sizes, ensuring better readability and visual hierarchy, and improved image handling, allowing for clearer product visualization. The size guide was reformatted for easy access and comprehension, and customer reviews were strategically placed under the product title, enhancing social proof. The related product section, now titled “You may also like” and centered, was refined to encourage cross-selling. Furthermore, the footer and “Add to Cart” button were made more visible, improving navigation and conversion rates. A significant effort was made to manually rearrange product images for over 700 products, ensuring that only color-specific images were displayed based on the selected variant. This meticulous task improved product clarity and reduced customer confusion. Responsive design optimization was also implemented to ensure a seamless experience on mobile devices. Additionally, repetitive size filters were removed to simplify the selection process, and correct size data was assigned to products, improving accuracy.

The Collection Page underwent a redesign to align with the overall aesthetic and user experience goals. Implementing Figma prototypes, the team updated the page’s layout and visual elements. Banner images and content were refreshed to better showcase product categories and promotions, enhancing the page’s visual appeal and marketing effectiveness. Variant name corrections were also made, ensuring product listings were accurate and consistent. These changes collectively improved the Collection Page’s navigability and presentation, making it easier for customers to find and explore products.

Several key functionalities were added or improved to enhance the website’s performance and user experience. The integration of the Rebuy app enabled smart carts and post-purchase offers, creating opportunities for upselling and cross-selling, and ultimately increasing average order value. Inventory location updates were implemented to ensure accurate stock management, preventing overselling and improving order fulfillment efficiency. A comprehensive QA process was conducted to identify and resolve bugs, particularly focusing on header and footer issues, as well as other site elements. This ensured a smooth and error-free user experience, contributing to customer satisfaction and loyalty.

To expand the product offering and cater to a broader customer base, new women’s and kids’ products were added to the website. This involved uploading product information, images, and variants, ensuring accurate and consistent data across all new listings. The addition of these product categories enhances the website’s appeal to a wider audience, potentially increasing sales and customer engagement.

Data management was a critical aspect of this project, ensuring the accuracy and integrity of product information. Product CSV updates were performed to maintain up-to-date and consistent product data. Repetitive size filters were removed from the website, and proper size data was assigned to products, simplifying the selection process and improving data accuracy. These data management tasks contributed to a more organized and user-friendly website, reducing customer confusion and improving overall site efficiency