AI Marketing
Custom Skincare Shopify Theme
We developed a bespoke Shopify theme and PHP backend for custom app to increase customer conversion for a direct-to-consumer brand.
- Berlin
- 2025
Outcomes
- Custom theme built from the brand Figma
- Storefront
- Multi-facet filtering by price, size and type
- Product discovery
- Decoupled into a separate PHP layer
- Third-party integrations
The Vision & Challenge
A direct-to-consumer skincare brand operates in a crowded market where the digital experience is the primary differentiator. Their storefront is not just a point of sale, but the complete embodiment of their brand identity and promise to the customer. To compete, they needed a platform that was both distinct and highly functional.
The company’s previous Shopify site was built on a generic theme that restricted their ability to create a specific, guided shopping journey. The user experience felt disconnected from their high-end product line, and basic functions like product discovery were inefficient. This friction resulted in a lower-than-expected conversion rate and hindered their growth.
Robust Devs was brought in to build a new digital foundation. We engineered a custom Shopify theme from their Figma designs and constructed a dedicated backend layer to manage third-party integrations. The result is a storefront that accurately reflects the brand's quality and provides a clear, effective path from discovery to purchase.
The challenge
- The standard Shopify theme could not accommodate the client's specific visual designs or user interaction models, limiting their brand expression.
- The storefront lacked an effective product filtering system, forcing customers to manually browse through large catalogs and creating a poor discovery experience.
- Integrating and maintaining third-party services like newsletter platforms directly within the theme code was unreliable and difficult to scale.
How we solved it
- We built a custom Shopify theme from the ground up using Liquid, CSS3, and JavaScript, ensuring a precise translation of the client's design vision into a fully responsive storefront.
- A faceted search system was implemented, allowing customers to apply multiple filters such as price, size, and product type to instantly narrow their search results.
- We developed an independent integration layer using a PHP framework, which decouples third-party API connections from the front-end for improved stability and easier maintenance.
Technologies used
Front-end
- JavaScript
- HTML5
- CSS3
Back-end
- PHP
- Laravel
DevOps
- Github CI
Database
- MySQL
Guided Product Discovery
We built a multi-faceted filtering system that allows customers to refine the product catalog by several criteria at once. This removes the guesswork from shopping online. Users can quickly locate the exact product they need, which reduces friction in the buying process and directly supports a higher rate of conversion.
Independent Integration Layer
Instead of connecting the Shopify theme directly to external APIs, the storefront communicates with a separate PHP application. This architecture isolates complex business logic from the user interface, resulting in a faster and more stable front-end. It provides a solid foundation for adding new marketing and operational tools without altering the theme code.
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