The challenge
Miss Amara had outgrown its website — but it hadn't stood still. The brand had spent years actively growing and optimising the store: A/B tests, UX refinements, bespoke features and integrations, all earning incremental gains over time. This had lead to a washing machine of a design – with elements feeling disjointed and sometimes truely off brands.
That created an unusual challenge. A full rebuild risked throwing away hard-won conversion gains in pursuit of a fresh look. The brief was to do both at once, reimagine the entire experience while protecting everything that was already working, and improve UX, accessibility and performance on top.
Layered over that sat the category problem. Buying a rug is a high-consideration decision. Customers weigh size against room, colour against palette, material against how a space is actually lived in and sometimes they don't know where to start. We must create an experience which inspires & guides.
The approach
We treated the rebuild as a research-led exercise, not a redesign for its own sake.
Discovery came first.
We reviewed Miss Amara's past A/B testing and UX optimisations so nothing that worked would be lost, ran a heuristic review and competitive analysis, audited the existing Shopify setup and its bespoke integrations, and mapped customer behaviour through the analytics — where people dropped off, and which pages converted best. An empathy mapping workshop turned that into clear user stories and priorities.
Design followed the evidence. We wireframed the key journeys — home, collection, product and cart — and validated them with usability testing on real users before committing to a direction. Two look-and-feel options, preference testing and three rounds of feedback got us to a design that felt unmistakably Miss Amara.
Development brought it to life on Shopify Plus: responsive, reusable sections built for accessibility and performance, with the store's custom functionality and third-party tools carried across intact. A structured launch — content migration, team training and a low-traffic deployment — meant the switch happened without disruption.
The result
The new site launched in March 2026, and the first two months of data tell a clear story: it converts better and earns more.
Once bot-inflated traffic is stripped out, every hero metric is up — both against the pre-launch period and year-on-year. Average daily revenue rose 37.8% year-on-year (and 40.7% on the pre-launch period). Conversion rate improved 10.3% year-on-year, average order value lifted 15.7%, and customers are buying more per order. Engagement climbed too: time on product pages is up 66% versus pre-launch, and shoppers are spending 49% longer on the homepage than a year ago.
Crucially, the rebuild didn't cost Miss Amara the gains they'd spent years building — it built on them. That's the hard part of any replatform, and the numbers show we cleared it: a site that looks like the brand, works harder for the customer, and delivers commercially from day one.
