SMILODOX: Shopify Plus relaunch for B2C and B2B.
- Client
- SMILODOX
- Industry
- Sportswear & fitness
- Platform
- Shopify Plus
- Engagement
- Relaunch & development
A relaunch that brings brand, experience and technology together.
SMILODOX wanted more than a visual refresh. The goal was to bring B2C and B2B onto one maintainable foundation. We reset the project team and workflow, translated the brand into a digital store system and led the full journey from analysis to launch.
Understand first, then design.
We began by reviewing the existing store, customer journeys, app stack and the requirements of both sales channels. Together, we defined where the brand and store needed to go and which capabilities were genuinely required.
Current-state analysis of the store, page structure and existing journeys
App audit covering value, overlap and technical relevance
Shared target vision for B2C, B2B and ongoing store operations
Prioritisation of core pages and relaunch requirements
From design workshop to robust page frameworks.
The design workshop established brand guidelines and brand layers for the store. We then framed the central page types in Figma with clear hierarchy, reusable modules and a consistent relationship between brand, assortment and conversion.
Brand guidelines
Visual and editorial guardrails for a consistent digital brand presence.
Brand layers
Defined layers for campaigns, categories, products and B2B communication.
Homepage
A modular framework for brand, assortment, campaigns and entry points.
Collection page
Product-led structure for orientation, merchandising and fast scanning.
Product page
A clear purchase decision through variants, information and visual guidance.
B2B area
A dedicated framework for business customers without building a second design system.
The right theme as a foundation, developed specifically for SMILODOX.
After design, we selected a theme that could support the planned modules effectively. We implemented the Figma frameworks in Shopify Plus, connected the streamlined app stack and developed the core pages for desktop and mobile.
Theme selection
Evaluation by flexibility, maintainability, performance and fit with the planned modules.
Store development
Implementation of homepage, collection pages, product pages and the B2B area on Shopify Plus.
Quality & page speed
Responsive QA, review of core journeys and technical optimisation before launch.
Go-live
Final approval, controlled launch and handover of the new store to the SMILODOX team.
A new Shopify Plus store built for day-to-day operation after launch.
The new SMILODOX store went live after two months. The result is not an isolated redesign, but a connected system of brand, page frameworks and Shopify components that supports B2C and B2B together and can be maintained by the internal team.
