Shopify redesign case: how we boosted conversions for Unbroken | EVDEV — Shopify Ecommerce Agency Toronto | EVDEV Toronto
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Shopify redesign case:how we boostedconversions for Unbroken
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Shopify redesign for Unbroken
Quick summary — Shopify redesign case: how we boosted conversions for Unbroken
Shopify Development
E-commerce
Case Study
Published:
Reading time:
12 min read
Views:
4 820
Likes:
318
Summary
A detailed breakdown of how EVDEV — a Shopify ecommerce agency in Toronto, Canada — redesigned and optimized the Unbroken Shopify store, improving structure, UX, and Core Web Vitals to lift conversions through clean design and data-driven decisions.
Location:
Toronto, Canada
Table of contents
Why Unbroken needed a Shopify redesign?
Unbroken is a Toronto-based outdoor and lifestyle brand selling on Shopify since 2021. By late 2025 the store had outgrown its original theme: a bloated home page, a fragile collection structure, and a product page that buried the buy box below three hero modules. Conversion rate had drifted under 0.9% and Core Web Vitals were failing on mobile, which was now 71% of sessions.
We were brought in by Unbroken’s founders to redesign the storefront end-to-end on Shopify Plus — not as a visual refresh, but as a structural rebuild grounded in twelve months of analytics. The brief was simple: lift conversion rate, protect organic visibility, and ship before the Q4 buying season.
Redesigning a Shopify store is not about refreshing visuals — it’s about eliminating every obstacle standing between the user and the purchase. When the experience becomes faster, clearer, and more intuitive, conversions grow naturally as a result of thoughtful design decisions.
— James Walker, Lead Designer at EVDEV
Analysis of the original website
The audit covered three pillars: information architecture, technical performance, and the conversion funnel. We pulled twelve months of GA4 and Hotjar data, exported the existing collection tree, and ran the storefront through Lighthouse and PageSpeed Insights on a throttled mobile profile.
What the data showed
A flat collection structure that forced shoppers through 4+ clicks to reach a product.
Heavy hero sections pushing the buy box below the fold on every product page.
Unoptimized images and 12 third-party apps dragging LCP to 4.2s on mobile.
A checkout that asked for shipping address before the customer could see total cost.
Studio render of a translucent glass cube refracting green and cyan light, used to visually anchor the analysis chapter of the EVDEV Unbroken Shopify redesign case study from a Toronto Shopify ecommerce agency.
Redesign strategy
The redesign strategy was built around three principles: collapse the path to the product, surface trust signals where the decision happens, and rebuild the theme on a Shopify 2.0 base so the store could keep loading fast as the catalogue grows. Each principle mapped to a delivery phase.
Phase one — restructure the navigation and collection tree so any product is reachable in two clicks from any page.
Phase two — rebuild the theme on Shopify 2.0 with sections-everywhere, lazy-loaded media, and a 100KB image budget.
Phase three — redesign the PDP with the buy box pinned above the fold, accelerated checkout, and inline reviews.
Speed is not a feature you bolt on at the end — it’s a constraint that shapes every layout decision from the first wireframe.
New design & key UX/UI improvements
We rebuilt the storefront on a custom Shopify 2.0 theme, kept the brand’s typographic voice, and reorganized the home page around three jobs: shop by category, shop by use case, and read the story behind the brand. Product pages were rebuilt with the buy box pinned above the fold, accelerated checkout enabled, and PDP-level reviews surfaced inline.
After eight weeks of testing and a staged rollout in late November, the new storefront shipped to 100% of traffic. Conversion rate moved from 0.86% to 1.42% in the first 30 days, mobile LCP dropped from 4.2s to 1.6s, and revenue per session grew 38%.
