Christy UX Discovery

About Christy

Christy, a premium fashion brand on Shopify, is known for sleek apparel that blends elegance with everyday wear. As their global audience grew, they wanted their store to reflect the brand’s mission and keep up with customer expectations. They turned to Elogic Commerce to spot journey gaps and uncover what shoppers really need. Through a focused discovery and CRO phase, we built personas, analyzed funnels, and delivered a clear roadmap for a redesign worthy of their ambitions.

Together, we defined objectives that shaped the collaboration:

01

Identify design gaps limiting conversions

02

Pinpoint UX bottlenecks across devices and touchpoints

03

Uncover customer needs and expectations through research

04

Highlight opportunities to strengthen engagement and storytelling

Breaking down the discovery process: What we did and what methods we used

Once the discovery goals were set, it was time to dig into the details. Each activity we ran was designed to answer specific questions from the objectives and to give Christy a clear picture of how their store was performing — and where it could do better.

Stakeholder alignment and brand sessions

We began with a workshop that brought the client’s team together to clarify their strategy, reasons-to-believe, challenges, and goals. Paired with a “Know Your Customer” session, this step ensured everyone was aligned on what success should look like before diving into research.

Customer journey mapping

Next, we traced the key buyer journeys, pinpointing where shoppers met friction across devices. This mapping exercise revealed how visitors moved through the funnel and where pain points stopped them from converting.

Persona development

To ground insights in reality, we built primary and secondary personas. These profiles, drawn from interviews and data, helped us better understand who the brand’s customers are, what motivates them, and what they expect from the online experience.

UX & data audit

We combined a heuristic UX review with hard numbers from Shopify analytics (GA4). Funnel analysis highlighted drop-offs, while usability checks identified areas where the design wasn’t supporting the customer journey.

Competitive benchmarking

To keep context in focus, we compared Christy’s store against five leading fashion brands. This benchmarking exercise exposed industry standards and revealed opportunities for innovation in both design and storytelling.

Recommendations report

Finally, we tied findings together into a prioritized hypothesis list. Annotated screenshots made issues concrete, while mapping each suggestion to potential business impact helped the client see exactly where to focus next.

Tools & methods used

Stakeholder workshops (remote, strategy and alignment sessions)
“Know Your Customer” interviews and persona development frameworks
Miro for customer journey mapping and pain-point visualization
GA4 and Shopify analytics for funnel and drop-off analysis
Competitive benchmarking decks with annotated insights
Slack and Notion for ongoing collaboration with the client team

Key discovery deliverables

The discovery phase resulted in a set of tangible outputs that gave Christy a clear picture of how their store was performing and where it fell short.

Each deliverable captured insights in a structured way and aligned the entire team around shared priorities, setting the stage for a seamless transition into the redesign phase

Detailed UX Audit Report & CRO Hypothesis Map
Customer Journey Map highlighting pain points and paths to purchase
Two buyer personas based on data and interviews
Competitive benchmarking deck with side-by-side comparisons
Annotated mockups of the existing site showing key issues
Actionable roadmap for redesign, outlining next steps

Together, these deliverables served as the foundation for planning and execution in the following project stages.

Turning insights into business value

The outputs of discovery gave Christy’s team clarity and alignment around their next big step: a redesign focused on impact.

With a prioritized list of issues tied to potential conversion lift, they had a clear sense of what mattered most.

More importantly, the groundwork was set for the next phase: design and implementation guided by measurable KPIs, ensuring progress could be tracked and improvements quantified.

Christy

UX Discovery & CRO Research Phase for a Fashion eCommerce Store

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