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Home > Projects > Christy

Christy

A Full UX & CRO Transformation for a B2C Fashion Brand (Shopify)

Industry

Fashion & Apparel

Platform

Shopify

Model

B2C eCommerce

Services

UX Audit, CRO Strategy, Premium Design, Responsive Implementation

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About Christy

A UK heritage home textiles brand elevating luxury online shopping through a full UX and CRO transformation on Shopify.

Christy has been shaping the standard of home luxury since 1850, known worldwide for premium towels, robes, and bed linen. The brand combines heritage with innovation, delivering everyday essentials that feel indulgent yet timeless.
When Christy turned to Elogic Commerce, the goal was to bring their digital presence up to the level of their products. Together, we reshaped the user journey, built a CRO-focused strategy, and translated Christy’s heritage into a modern Shopify experience. By pairing Christy’s vision with our UX and ecommerce expertise, we created a foundation for sustainable online growth.

Mapping Christy’s priorities for
ecommerce success

Christy partnered with us to bring their online store in line with the luxury standard they’ve set offline. Together, we defined five objectives that shaped the entire project roadmap:

Elevating brand perception

Refine the site’s design language to match Christy’s reputation for premium quality.

Boosting conversions

Redesign funnel pages to reduce friction and encourage purchases

Fixing mobile performance

Solve usability challenges and optimize shopping on smaller screens

Enhancing product discovery

Add storytelling, guided navigation, and interactive features to engage customers

Building a scalable design system

Create responsive foundations that could grow with the business

Strategic challenges behind the
transformation

Once Christy’s goals were set, the real challenge was shaping them into a strategy that honored their legacy while building for what comes next. From the outset, several critical considerations guided the work:

  • Preserving brand identity

    With more than 170 years behind them, Christy couldn’t afford to lose the essence of their heritage. Every design update had to feel premium, timeless, and unmistakably “Christy.”

  • Balancing conversion with experience

    Funnel optimization had to coexist with brand storytelling. Striking the right tone between persuasive and premium was non-negotiable.

  • Designing mobile-first for a premium audience

    Most shoppers browse on mobile, but high-end customers expect seamless navigation and style that feels effortless on any device.

  • Building for scalability

    The design system had to support not only current needs but also evolving campaigns, features, and international ambitions.

  • Aligning phases and teams

    Insights from discovery, design, and implementation had to flow seamlessly to avoid disconnects between strategy and execution

These considerations shaped our every decision, laying the foundation for Christy’s long-term digital growth.

How we built the hybrid model
step by step

Transforming Christy’s Shopify store required more than a visual refresh. The brand needed a strategy that respected its heritage while solving the conversion, usability, and scalability challenges we identified. To achieve this, we built a phased roadmap that aligned discovery, design, and implementation into one cohesive engagement.

UX discovery and CRO strategy

We began by focusing on Christy’s audience. A “Know Your Customer” workshop gave us insight into shopper expectations and pain points. From there, we created:

  • Buyer personas and a customer journey map to illustrate how different segments moved through the funnel
  • An in-depth UX audit with Google Analytics data to pinpoint friction areas on home, PLP, PDP, and checkout
  • A competitor and industry benchmark review to ground our recommendations in market context

The outcome was a comprehensive CRO report, prioritizing improvements that balanced conversion gains with Christy’s premium brand positioning.

UX/UI redesign and implementation

With a clear strategy, we shifted to design and build. Our team developed high-fidelity wireframes and mockups for five critical pages:

  • Home page
  • Category listing (PLP)
  • Product detail (PDP)
  • Add-to-cart flow
  • Cart page

These evolved into responsive, interactive prototypes across desktop, tablet, and mobile. To reinforce Christy’s luxury identity, we introduced:

  • Premium visual treatments through typography, imagery, and refined layouts
  • Subtle animations for a modern, polished touch

SEO-optimized content structures to support organic growth

What changed for Christy at a business level

The redesigned experience quickly translated into measurable business impact. By aligning strategy, design, and CRO execution, Christy gained a stronger funnel and a sharper competitive edge in luxury home textiles.

Key results

+X% increase in Add-to-Cart rate

More shoppers advancing confidently toward purchase

+X% improvement in mobile conversion

Optimized journeys turning browsing into buying

Significant lift in engagement metrics

Customers staying longer and exploring deeper

Future-ready expansion

A solid foundation for phase two with loyalty and personalization

Turning strategy into results with Elogic

Christy’s collaboration with Elogic showed how aligning strategy, design, and technology can unlock real growth. 

Together we modernized their Shopify storefront, improved customer journeys, boosted engagement, and set the stage for future expansion with loyalty and personalization. As a result, Christy now enjoys a solid digital presence that reflects their heritage, all while driving performance. If you’re ready to achieve the same balance of brand and results, partner with Elogic and let our team shape your next ecommerce success story.

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