E-commerce - Web Development - UI/UX
VOEPY
A storefront built to carry the brand, not just the catalogue
A commerce experience rebuilt around the decision a customer is actually making, with a design system the in-house team can extend without a developer.
Services
- Web Development
- UI/UX
- E-commerce
- Brand Identity
- Client
- VOEPY
- Year
- 2025
- Outcome area
- Build the Digital
- Delivered by
- AMFLX in-house team
What we delivered
- Design system and component library
- Storefront build and CMS integration
- Product and category templates
- Checkout and conversion flow
- Analytics and event tracking setup
The catalogue had outgrown the storefront.
Product range had expanded faster than the site structure behind it. Categories had been added one at a time, so navigation described how the business was organised internally rather than how a customer shops. Anyone who did not already know the product name had to work for it.
The brand had also moved on. Photography, tone and packaging had all been refreshed, but the storefront still carried the older look — so the strongest brand asset the business had was the one place customers spent the most time not seeing it.
Every layout change needed a developer, which meant merchandising decisions queued behind release cycles instead of following demand.
Rebuild around the decision, not the inventory.
We started by mapping the real paths through the catalogue — what people search, what they compare, and where they stall — then restructured the taxonomy around those decisions rather than around internal product families.
Second, we treated the storefront as a brand surface with a job, not a template to be skinned. The visual system was rebuilt from the current identity so the site, the packaging and the social feed finally read as one thing.
Third, everything was scoped as a component system from day one. If the team cannot build a new landing page themselves on a Tuesday afternoon, the project has not finished.
Decision-led architecture
Navigation and filtering rebuilt around how customers actually narrow a choice.
One visual system
Type, colour, imagery and motion aligned to the current brand across every template.
Editable by the team
Components and CMS models designed so merchandising does not require a deploy.
A component system, then the storefront on top of it.
We built the design system first — type scale, spacing, colour roles, states and the full component set — and documented it so the same pieces assemble every page.
Category and product templates were rebuilt around comparison: clearer specification blocks, honest imagery, and the information customers were previously emailing to ask for surfaced on the page itself.
The checkout flow was shortened and instrumented end to end, so the team can see exactly where an order is lost rather than guessing at it.
Content models were mapped so campaign pages, collections and editorial can all be produced in the CMS from existing components.
- Responsive from 360px phones through to large desktop
- Accessible contrast and keyboard-navigable throughout
- Image pipeline optimised for fast first paint
- Structured data on product and category templates
A storefront the team runs themselves.
The site now presents the brand the way the rest of its touchpoints do, and the catalogue is navigable by someone who has never seen it before.
Because the whole thing is componentised, new collections and campaign pages are assembled in-house rather than commissioned.
- Full design system handed over with documentation
- Campaign and collection pages built without developer time
- Conversion funnel instrumented end to end in analytics
- One consistent brand system across storefront and social
Let's make some noise.
Tell us what you're building. We'll figure out where to take it.
We reply to every brief within three working days