DimensionBeforeAfterWhat we measured
First impression & focusWhat loads, what's covered, what to click
3
7
Before: mailing-list modal plus cookie banner over the hero; three H1s (one is the modal); a single “SHOP NOW”. After: full-bleed campaign hero, one H1, two ranked CTAs, a value-prop row and ticker. A merchant-requested welcome offer still appears on first visit — our review recommends an exit or second-page trigger.
Navigation & IACan a customer always keep browsing?
4
7
Before: Home · Shop · About · Contact; categories only in the shop sidebar; the sport-hijab page hidden in the footer. After: Shop · Bundles · Journal · Contact, category tiles on the homepage, footer grouped into Help / About / Find a store with wholesale, bulk orders, affiliate, lookbook. Categories aren't yet in the header, and the mobile drawer carries primary links only.
Merchandising & discoverySelling a small range like a full one
3
8
Before: 22 listings, one per colour, under template product URLs; no bundles. After: 10 styles with swatches and colour counts, hover model→flat-lay, filter chips by category and activity, sort, a bundles collection and a lookbook. Colour cards still fill the grid by design (merchant preference); no size or price filter yet.
Product page conversionThe buy box and what supports it
4
8
Before: size drop-down, no colour switch (other colours are other products), one review, no related products, no shipping info near the button. After: swatches, five-shot gallery per colour, size buttons + size-guide modal, “Select a size” gating, features list, free-shipping meter, named fabric, “Build your set”. Missing: zoom, a returns line near the button, sticky add-to-cart on mobile.
Trust & social proofReasons to believe, close to the buy button
5
7
Before: B Corp badge in the footer, stockist strip, one review, impact report. After: B Corp in ticker, value row and footer; “stocked at REI” on the product page; reviews block honestly labelled placeholder with write-a-review and ask-a-fit-question; lookbook and journal. Real reviews pending.
Mobile experience390px, thumbs, layout stability
3
5
Before: modal + cookie banner cover ≈55% of the viewport; LCP 11–12.7 s. After: no cookie/mailing modal, 67px drawer rows — but the hero copy column collapses to 48px (one word per line), header icons are 20px, no sticky add-to-cart, and CLS 0.26–0.40 from images without dimensions. All build-list items.
Brand consistencyType, colour, components
5
9
Before: League Gothic + Omnes on a stock Squarespace store template; product URLs from the template's demo catalogue. After: Cormorant Garamond + Jost, a dark editorial system, one card, one ticker, one footer across shop, PDP, lookbook, journal and wholesale.
Speed & technical healthRequests, third parties, Core Web Vitals
5
5
Before: 93 requests, 11 third-party hosts, mobile TBT 180–270 ms, mobile LCP 5.6–12.7 s. After (prototype): 15 requests, 1 host, TBT 0 — but 20–43 MB of full-resolution placeholder imagery, mobile LCP 3.7–8.7 s, CLS 0.18–0.40. The build's image pipeline (responsive WebP, width/height) is the fix; scored as measured.
AccessibilityLighthouse + manual checks
7
7
Before: Lighthouse 79–94 (contrast, unnamed selects, labels, heading order, tap targets). After: Lighthouse 95–100, but manual gaps: welcome overlay, cart drawer and size guide have no dialog role or focus management; swatches are unlabelled divs; accordions lack aria-expanded; no skip link. Fixable in the build.
OverallMean of 9 dimensions
4.3
7
2.7 points of measured improvement across the whole customer journey.
