Our Approach

We started the project by talking to real customers to learn what they liked and didn’t like. Vincita helped us find three customers from Germany, the USA, and the UK who had bought something from their website before.

We used empathy mapping and master & apprentice-style contextual inquiry to understand what customers wanted, expected, and found difficult when shopping online. This helped us build a website that works well for people from different countries and on various devices.

In parallel, we benchmarked about 11 industry best practices for e-commerce UX that might benefit the existing site, which included:

• Strong brand image

• Showing prices in each user’s local currency

• Displaying estimated delivery time and shipping costs by location

• Highlighting warranty and return policy

• Implementing strong SEO for target markets

• Added “Notify Me” features for out-of-stock items

• Sharing user feedback like reviews, ratings, testimonials, and social proof

• Showing partner logos and stamps for credibility

• Improving page load time

• Designing responsive homepage sections that fit the screen size

• Improving product navigation and filtering

Our audit showed that only 2 of the 11 best practices were present on Vincita’s existing site.

Later in the project, we saw that adding custom code to Shopify had some limits. It made it hard to add all 10 improvements smoothly and robustly. So, to make sure the website would work well for a long time, we suggested using a ready-made Shopify template. We looked at hundreds of options and picked one that matched Vincita’s online store goals.

We then added the new template and adjusted it carefully with an artistic eye and detailed design work. It wasn't something we could just drop in and use right away. We had to understand how the company works, set things up manually, and test it many times to make sure it was a refined, responsive UX that worked on all types of devices.

As part of this update, we also gave Vincita a fresh new look. The original colors—chosen over 10 years ago by one of our current team members—were mostly grey and matched the styles back then. But they didn’t work well anymore, especially on the website. Since it was easy for our team to do, we offered to update the brand’s look for free because it felt like the right thing to do. We added brighter colors and new shades that look more modern and match today’s design styles.