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Designing and Developing the Digital Experience for Spine

We designed and built Spine’s e-commerce platform — a fast, elegant digital storefront that merges brand storytelling with seamless shopping and data-driven performance infrastructure.

Client
Spine
Project
2023
Role
Branding
hero image

Measurable impact of digital transformation

Fully designed and developed Shopify e-commerce site ready for launch
Integrated CRM, CDP, and analytics suite for end-to-end optimisation
High-performing digital experience blending design excellence and commercial efficiency

The Challenge

As a new footwear brand entering a competitive D2C market, Spine needed more than a website — it needed a digital flagship. The challenge was to design an online experience that captured the brand’s premium aesthetic while delivering the speed, clarity, and functionality of a high-performing e-commerce platform. Every interaction had to feel effortless and aligned with the brand’s purpose: improving posture and movement. The site also had to serve as the engine of acquisition — capable of driving sales, collecting data, and nurturing long-term loyalty through an integrated, insight-driven technology stack.

The Solution

We delivered a two-phase eCommerce improvement programme focused on design and front-end development. In Phase 1 (Design), we redesigned the Homepage to spotlight bundles and hero products, merged fragmented product collections into a unified Shop page, restructured Individual Product Pages for clarity, and overhauled the Subscription flow to reduce drop-off. Phase 2 (Development) implemented these designs within Shopify — refining navigation, footer architecture, and global merchandising logic to drive visibility of multi-product offers. Built in Figma, the new interface combines brand warmth with commercial focus, ensuring the aesthetic supports sales performance across all devices and customer journeys.

result image

The Result

The new Spine website delivered a digital experience that’s as refined as the product itself — clean, confident, and built for growth. The e-commerce journey is simple, persuasive, and frictionless, translating the brand’s posture and movement story into a compelling customer experience. With every system integrated — from analytics to automation — Spine now benefits from an end-to-end view of customer behaviour, powering smarter decisions and scalable performance marketing. The site doesn’t just sell shoes — it builds advocates, blending design, functionality, and data into a single, high-performance digital platform ready to drive long-term commercial success.

“The website perfectly captures what Spine stands for — movement, confidence, and simplicity. Every detail, from design to functionality, feels intentional and effortless.”

Name Surname
Founder

“The website perfectly captures what Spine stands for — movement, confidence, and simplicity. Every detail, from design to functionality, feels intentional and effortless.”

Name Surname
Founder

“The website perfectly captures what Spine stands for — movement, confidence, and simplicity. Every detail, from design to functionality, feels intentional and effortless.”

Name Surname
Founder

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Moments that capture the essence of digital transformation

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