By Malene Birger Oslo: Digital Refresh
A focused redesign of the existing Shopify store, developed across December 2024 and January 2025 to improve structure, typography, content and day to day management.
Design and build: Sylte Studios
An e-commerce store should reflect the same level of consideration as the physical space. For By Malene Birger Oslo, the store at Paleet was performing well, but the digital experience no longer matched it.
The website had developed gradually over several years. New pages, campaigns and functions had been added as needed, creating inconsistencies across navigation, templates, typography and content.
Rather than replacing the platform, we worked within the existing Shopify theme. The objective was to improve the experience through focused changes to structure, design and content.
Navigation and information architecture came first. Collections were reorganised around how the store presents and sells its assortment, making products easier to find with fewer decisions along the way.
A new typographic system introduced a clearer hierarchy for headings, product names, prices and supporting information. One grid and spacing system was applied across the store, bringing greater consistency to pages that had previously been developed separately.
Product and collection templates were refined around clearer visual priorities. Filtering and sorting were simplified, while product imagery was given a more consistent approach to cropping, scale and sequence.
Copy was revised across navigation, buttons, labels and supporting information. Metadata rules and internal linking standards were also introduced to establish a stronger SEO foundation.
A small component library gave the internal team reusable structures for new pages and campaigns. The aim was not to make every page identical, but to provide enough consistency for the store to develop without the design gradually drifting.
Delivery also included mobile layouts, accessibility improvements, performance work, loyalty programme integration and campaign functionality.
Following the launch, online sales were 40 per cent higher year on year. The redesign also gave the team a clearer and more practical system for managing products, content and campaigns within the existing platform.
Scope
• Shopify UX and UI redesign
• Information architecture and navigation
• Typographic system, grid and spacing
• Product and collection page templates
• Image presentation guidelines
• Copy and microcopy
• Component library and usage rules
• Mobile layouts and accessibility
• Performance improvements
• SEO structure and metadata
• Loyalty programme and campaign integrations
