A complete Shopify website reskin for the UK market, designed to improve conversion, increase average order value, and strengthen brand credibility.
Client —
Organic India
Industry —
Food & Drink
Organic India’s UK website was underperforming against key ecommerce metrics. The existing site lacked a clear brand story, personality, and trust signals, which made it difficult for new customers to understand the brand’s value or feel confident purchasing. Product pages were not structured around best practice, resulting in low conversion rates and limited incentive for customers to increase basket size.
The objective was to rebuild the site to improve conversion and revenue performance while creating a more engaging and credible brand experience for the UK audience.
The objective was to rebuild the site to improve conversion and revenue performance while creating a more engaging and credible brand experience for the UK audience.
The strategy
The strategy focused on strengthening brand storytelling and trust while improving the underlying ecommerce experience. The site needed to clearly communicate Organic India’s heritage, values, and product benefits, while making it easier for customers to navigate, compare products, and commit to purchase.
To address low average order value, the strategy also included introducing a custom bundle builder. This allowed customers to create their own product combinations, encouraging higher spend without relying on aggressive discounting. The overall approach balanced brand-led storytelling with practical conversion optimisation.
To address low average order value, the strategy also included introducing a custom bundle builder. This allowed customers to create their own product combinations, encouraging higher spend without relying on aggressive discounting. The overall approach balanced brand-led storytelling with practical conversion optimisation.
My role
I managed the project independently from start to finish. This included designing the full site reskin and implementing the build on Shopify.
I was responsible for all design decisions, information architecture, and front-end implementation, ensuring the final site aligned with both brand goals and ecommerce best practice.
I was responsible for all design decisions, information architecture, and front-end implementation, ensuring the final site aligned with both brand goals and ecommerce best practice.
The approach
I reskinned the website using a Shopify template as a foundation, then fully restyled and restructured it to better reflect Organic India’s brand. The homepage was redesigned to tell a clearer brand story, introduce the product range more effectively, and surface customer reviews to add social proof and build trust.
Product pages were rebuilt to follow ecommerce best practice, with clearer hierarchy, scannable benefit-led content, and improved presentation of key information such as ingredients, certifications, and usage. This helped reduce friction and made it easier for customers to understand what they were buying.
To support higher average order value, I designed and implemented a custom bundle builder that allowed customers to create their own product sets. The experience was designed to feel intuitive and helpful rather than promotional, encouraging customers to add more items in a way that felt considered and aligned with the brand.
Product pages were rebuilt to follow ecommerce best practice, with clearer hierarchy, scannable benefit-led content, and improved presentation of key information such as ingredients, certifications, and usage. This helped reduce friction and made it easier for customers to understand what they were buying.
To support higher average order value, I designed and implemented a custom bundle builder that allowed customers to create their own product sets. The experience was designed to feel intuitive and helpful rather than promotional, encouraging customers to add more items in a way that felt considered and aligned with the brand.
The result
The reskin delivered an immediate and measurable uplift. On launch day, conversion rate increased by 90 percent, orders rose by 29 percent, and total sales grew by 52 percent compared to the previous period.
The bundle builder quickly became a key driver of higher average order value, helping turn the UK website into a stronger and more profitable sales channel. Overall, the project demonstrated how clearer storytelling, improved structure, and considered ecommerce design could directly translate into improved commercial performance.
The bundle builder quickly became a key driver of higher average order value, helping turn the UK website into a stronger and more profitable sales channel. Overall, the project demonstrated how clearer storytelling, improved structure, and considered ecommerce design could directly translate into improved commercial performance.