ISTO.: UX and conversion of the Shopify store

The challenge

The client was clear: "We don't want to change the look. We want the site to work better."

In other words, this wasn't a rebranding project; it was a UX, e‑commerce and conversion project: keep the visual identity, but change where things are: how content is presented, how people navigate and how they buy; optimise above all for mobile first, where much of the traffic lives; ensure a robust integration of catalogue, prices and orders.

UX audit. We started with a UX audit of the existing site: we identified friction in checkout, navigation, filters and access to information; we mapped user behaviour on mobile and desktop.

Acting where it matters. Then we stepped in where it really made a difference: reorganising blocks, hierarchies and calls to action; clearer content presentation, focused on product and simple storytelling; more direct purchase flows, with fewer clicks and fewer distractions.

All without changing the look, which was already recognisable and consistent with the ISTO. brand.

Catalogue, pricing and order integration. In parallel, we handled the integration of catalogue, prices and orders, so the back office matched the care put into the front end.