Challenge
Hey Harper was growing rapidly as a global jewellery brand, but their digital platform was not keeping pace. The previous Shopify theme setup had become heavy, slow and difficult to manage as new apps and content were added. Navigation was fragmented. The shop experience had eight different entry points, creating confusion and diluting the customer journey.
Three main areas became clear:
UX and navigation complexity
- Too many shop access points.
- Excessive modals, pop overs and links that distracted the user.
- Trust signals like delivery times, charges, reviews and CTA clarity were not consistent or visible enough.
Product experience limitations
- Product pages did not highlight essential information upfront.
- Image areas were too small.
- Colour selection required multiple page visits rather than being selectable from the listing.
- Reviews and delivery info were buried too low.
Performance and mobile experience
- Mobile traffic was dominant, yet performance was unstable.
The brand set a target of 96 per cent crash-free sessions, monitored through Sentry.
Operational bottlenecks
- Content updates depended on developers.
- The Shopify theme setup limited layout flexibility.
- Campaigns and new pages could not be launched quickly.
In summary, Hey Harper needed a simpler, faster and more scalable e-commerce experience that matched their global ambitions and strengthened conversion, trust and operational agility.
Hey Harper was growing rapidly as a global jewellery brand, but their digital platform was not keeping pace. The previous Shopify theme setup had become heavy, slow and difficult to manage as new apps and content were added. Navigation was fragmented. The shop experience had eight different entry points, creating confusion and diluting the customer journey.
Three main areas became clear:
UX and navigation complexity
- Too many shop access points.
- Excessive modals, pop overs and links that distracted the user.
- Trust signals like delivery times, charges, reviews and CTA clarity were not consistent or visible enough.
Product experience limitations
- Product pages did not highlight essential information upfront.
- Image areas were too small.
- Colour selection required multiple page visits rather than being selectable from the listing.
- Reviews and delivery info were buried too low.
Performance and mobile experience
- Mobile traffic was dominant, yet performance was unstable.
The brand set a target of 96 per cent crash-free sessions, monitored through Sentry.
Operational bottlenecks
- Content updates depended on developers.
- The Shopify theme setup limited layout flexibility.
- Campaigns and new pages could not be launched quickly.
In summary, Hey Harper needed a simpler, faster and more scalable e-commerce experience that matched their global ambitions and strengthened conversion, trust and operational agility.
Solution
Significa delivered a complete redesign and rebuild covering UX, UI, technical architecture and commercial logic.
UX and navigation simplification
- Reduced shop entry points from eight to two.
- Cleaned the sitemap, removing unnecessary links and modals.
- Reworked CTAs for clarity and consistency across pages.
- Made delivery info, charges and key assurances visible earlier in the journey.
Product page improvements
- Larger, more immersive imagery.
- Colour selection made available directly from product listings.
- Review summaries are placed higher to support trust and decision-making.
- Delivery and warranty information surfaced before the user scrolls.
Mobile first rebuild
- The entire experience was redesigned around actual user behaviour on iOS and Android.
- Stability and performance are monitored with Sentry to maintain the 96 per cent crash-free sessions goal.
Composable architecture for scale
- Shopify remained the e-commerce engine, but the frontend was rebuilt using a headless approach.
- Storyblok became the content source of truth.
- Introduced a block-based system to allow flexible layout creation without developer intervention.
- Improved ability to launch campaigns, adjust flows and test variations quickly.
New engagement and conversion features
- Introduced Shop the Look for multi-piece inspiration.
- Added Style by You, bringing user-generated Instagram content into the buying journey.
- Added swipeable product thumbnails and improved browsing interactions.
The result was a unified UX, brand-aligned visuals, a mobile-first experience and a flexible content system designed for a fast-moving global brand.
Significa delivered a complete redesign and rebuild covering UX, UI, technical architecture and commercial logic.
UX and navigation simplification
- Reduced shop entry points from eight to two.
- Cleaned the sitemap, removing unnecessary links and modals.
- Reworked CTAs for clarity and consistency across pages.
- Made delivery info, charges and key assurances visible earlier in the journey.
Product page improvements
- Larger, more immersive imagery.
- Colour selection made available directly from product listings.
- Review summaries are placed higher to support trust and decision-making.
- Delivery and warranty information surfaced before the user scrolls.
Mobile first rebuild
- The entire experience was redesigned around actual user behaviour on iOS and Android.
- Stability and performance are monitored with Sentry to maintain the 96 per cent crash-free sessions goal.
Composable architecture for scale
- Shopify remained the e-commerce engine, but the frontend was rebuilt using a headless approach.
- Storyblok became the content source of truth.
- Introduced a block-based system to allow flexible layout creation without developer intervention.
- Improved ability to launch campaigns, adjust flows and test variations quickly.
New engagement and conversion features
- Introduced Shop the Look for multi-piece inspiration.
- Added Style by You, bringing user-generated Instagram content into the buying journey.
- Added swipeable product thumbnails and improved browsing interactions.
The result was a unified UX, brand-aligned visuals, a mobile-first experience and a flexible content system designed for a fast-moving global brand.
Results
The rebuild produced measurable commercial and operational improvements
- Conversion Rate increased 17%.
- Product Views increased 10%.
- Add to Cart Rate increased 2%.
- AOV saw a meaningful uplift.
The new interactive game feature became a standout
- Users who played converted 7 times more.
- Added to cart 10 times more.
- Had 9% higher AOV.
Geographically
- EU store CVR increased 17%.
- US store CVR increased 9%.
- UK store CVR increased 12%.
Commercial impact
- The redesign generated approximately 3 million euros in additional revenue.
- ROI achieved in 1 month.
Operational impact
- Marketing gained autonomy with block-based content creation.
- Campaigns and pages can now be launched quickly without developer dependency.
Overall, the new platform strengthened brand perception, improved performance, increased revenue and equipped Hey Harper with a scalable digital engine for global growth.
The rebuild produced measurable commercial and operational improvements
- Conversion Rate increased 17%.
- Product Views increased 10%.
- Add to Cart Rate increased 2%.
- AOV saw a meaningful uplift.
The new interactive game feature became a standout
- Users who played converted 7 times more.
- Added to cart 10 times more.
- Had 9% higher AOV.
Geographically
- EU store CVR increased 17%.
- US store CVR increased 9%.
- UK store CVR increased 12%.
Commercial impact
- The redesign generated approximately 3 million euros in additional revenue.
- ROI achieved in 1 month.
Operational impact
- Marketing gained autonomy with block-based content creation.
- Campaigns and pages can now be launched quickly without developer dependency.
Overall, the new platform strengthened brand perception, improved performance, increased revenue and equipped Hey Harper with a scalable digital engine for global growth.
