A Digital Refresh: By Malene Birger Embraces The Future
We redesigned the By Malene Birger Oslo e-commerce experience on Shopify for a fashion brand with high expectations for aesthetics, speed, and conversion.
The project started with a refined information architecture and navigation model, then moved into a consistent typographic system (hierarchy, scale, rhythm) and a strict grid-and-spacing framework—bringing calm and precision across the store.
To support pace and consistency over time, we built a component-based Shopify design system that enables rapid rollout of new pages and campaigns without visual drift.
We then sharpened product and content presentation through clearer visual priorities, improved PDP/PLP templates, smarter filtering and sorting, and more considered image logic and microcopy.
Delivery included Shopify theme customisation, mobile-first and accessibility improvements, performance optimisation (Core Web Vitals), an SEO foundation (structure, metadata, internal linking), and integrations supporting loyalty and campaign functionality.
The result is a more premium and intuitive shopping experience—strengthening the brand, improving discoverability, and creating a scalable platform for continued growth.
Services
Shopify UX/UI redesign
Information architecture & navigation
Typography system, grid & spacing
Component-based design system
PDP/PLP optimisation
Performance (Core Web Vitals) & accessibility
SEO foundation
Theme customisation & integrations
Visit By Malene Birger’s Oslo store
