UI/UX Web Redesign & Build

Absurd's redesign and rebuild of Shopify commerce store leads to 15% increase in revenue for Lucy & Yak


Lucy & Yak, a sustainably focused fashion business, approached Absurd for the redesign and rebuild of their Shopify commerce store to improve customer experience and conversion rates.


Absurd undertook a five-stage process that involved technical discovery, UX design, visual design, technical specifications, and software development. This process included reviewing the existing stack, understanding user needs, designing information architecture and key user flows, documenting user stories and acceptance criteria, and implementing the templates and user stories in line with the acceptance criteria.


Absurd's team conducted a short discovery phase to understand Lucy & Yak's user base and needs. They designed prototypes to test with users, documented user stories and acceptance criteria, and built the solution on top of Shopify's "Dawn" theme framework.


The redesign of Lucy & Yak's website resulted in significant improvements in revenue and conversion rates. With a 15% increase in revenue and a 21% increase in conversion, the new design greatly improved the customer experience. The primary focus of the redesign was to increase site speed through the use of a custom-built theme built on top of Shopify's 2.0 Dawn theme. To ensure optimal speed, all custom functionality and third-party integrations were done through APIs, avoiding pre-built components that could slow down the site. Additionally, a new flyout cart was built to improve the Add to Cart time, and a smoother and faster search feature was developed using Algolia.

The L&Y in-house digital team was also supported through the redesign, with the introduction of Shopify's new Github CLI integration to make controlling new development releases easier than ever. Another noteworthy contribution to the project was the integration with an independent shop that recycled their clothes, a cause that L&Y are deeply committed to. The integration allowed customers to recycle their clothes and receive vouchers to spend online. The team provided support for the integration on both the Shopify and Klaviyo side. 

Overall, the redesign successfully achieved the objectives of enhancing the customer experience and improving key performance metrics, leading to increased customer satisfaction and business growth.

It's been an absolute pleasure working with you on this project and we're so grateful for your hard work, skill, commitment and perseverance while we get such a big piece of work over the line and live to our amazing community.

Mat Dye, Head of Ecommerce