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Redesigning The Soap & The Sea for Commercial Growth

We redesigned and rebuilt The Soap & The Sea’s eCommerce experience — transforming an underperforming Shopify site into a conversion-optimised, commercially driven platform that drives higher-value sales.

Client
The Soap & The Sea
Project
2024
Role
User Experience Design
hero image

Measurable impact of digital transformation

38%
increase in Average Order Value (AOV) within the first quarter
Significant uplift in conversion rate and subscription sign-ups
Clearer merchandising and improved navigation driving higher multi-product sales

The Challenge

The Soap & The Sea, a D2C body care brand, was experiencing stagnation in online performance. Despite a loyal customer base, the legacy site’s poor UX and outdated UI were inhibiting conversion and average order value. High-value bundles were buried within the site architecture, and the overall experience failed to encourage repeat or bulk purchases. The brand needed a commercially intelligent redesign — one that simplified the path to purchase, elevated its visual storytelling, and shifted buying behaviour from single products to larger, recurring sales. The challenge: balance aesthetic refinement with a data-driven approach to eCommerce optimisation.

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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 website repositioned The Soap & The Sea as a modern, conversion-driven D2C brand. Within weeks of launch, the platform delivered a 38% increase in Average Order Value (AOV) and a measurable improvement in overall conversion rate and subscription uptake. Simplified navigation and bundle visibility directly increased multi-item purchases, while the redesigned UI elevated trust and engagement. The new site architecture now supports scalable merchandising and ongoing optimisation, giving the brand a strong foundation for sustainable growth. The project proved that strategic design — when informed by data and purpose — can deliver immediate commercial impact.

“The redesign completely changed how customers shop with us. It feels more natural, more premium, and it’s performing incredibly well — our average order value has jumped overnight.”

Name Surname
Founder

“The redesign completely changed how customers shop with us. It feels more natural, more premium, and it’s performing incredibly well — our average order value has jumped overnight.”

Name Surname
Founder

“The redesign completely changed how customers shop with us. It feels more natural, more premium, and it’s performing incredibly well — our average order value has jumped overnight.”

Name Surname
Founder

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