Launching New Business with Blum Shopify Theme
Domain
E-commerce Theme, Shopify
Team
3 Designers. 1 Leader
Duration
6 months
Impact
One of the first theme
from a Vietnamese studio
Top 30
most popular paid theme on Shopify Theme Store
Problem: Our theme was rejected by Shopify
After our first submission to the Shopify theme market was rejected due to the lack of design uniqueness and functionality, the BoD decided to gather a new team of designers to rebuild the theme from scratch.
Learning from the first failed attend, we understood that to be enlisted in Shopify premium theme market, we must address these important criteria
Insight: 3 main archetypes in the fashion industry
Firstly, we analyzed the customer data gathered from marketing department to create a comprehensive idea about our targeted merchant and buyer.
After that, the product team chose to focus on three main archetypes in the fashion industry. These were the largest and most trendy categories at the time
Phase 1: Define e-commerce features
Research e-commerce features
*During the research process, we also consult our developers to understand the technical constraints
Investigate the best e-commerce websites to understand their secret sauces
Read best practice documentation from reputable sources like NNgroup or Baymard
Look for our competitors in the theme market 👀
Result
Multiple features are carefully implemented to improve product discovery and conversion rate
Phase 2: Create Blum's visual uniqueness
Moodboard: visualize each archetype
From the aforementioned archetypes, we defined 3 main characteristics of Blum; found visual inspiration; analyzed what worked; and how we could "steal like an artist"
Exploration
Each team member had one week to create our own mockup which needed to reflect three main characteristics of Blum. I chose to focus on the bold characteristic by highlighting the use of color, large type-scale, and the asymmetric layout
Brainstorming - Desktop version
Brainstorming -
Mobile Version
Final Result: Blum was launched successfully
The final result was the combination of 4 designers best ideas. My use of color in the subheading & large typography was selected in the final product. We built 3 styles from the theme to demonstrate its power. In the final design, I was in charge of the Mondo themes - targeting unisex archetype.
Blum theme passed strict Shopify requirements and became the foundation to the next themes of our company.
Disclaimer: due to the ever evolving of digital product, the live UI might be different from the case study