Casabianca Cycling

Four years designing and optimizing a cycling apparel brand's Shopify store.

As Casabianca's ongoing eCommerce designer, I designed and continuously optimized their Shopify storefront, product pages, campaigns and brand system from 2018 to 2022.

CROUI/UXWebBrand
Casabianca Cycling - Four years designing and optimizing a cycling apparel brand's Shopify store.
RoleEcommerce Designer, Shopify & CRO
TimelineOngoing eCommerce design
DatesSep 2018 - Jun 2022
ToolsFigma, Shopify, brand system
ContactDiscuss a project

The problem

The Shopify store's shopping flow had visual clutter, weak purchase hierarchy and checkout friction that made the brand feel less trustworthy than the product.

My process

  • Owned the Shopify store end to end: customised the theme in the theme editor, built reusable sections, and designed the product-page, collection, home and landing templates - continuously optimised over four years.
  • Improved product-page hierarchy, variant and size selectors, and the path to Shopify checkout, applying conversion-focused principles to cut friction and make the buying decision easier.
  • Delivered Liquid-aware, section-based specs the theme could drop straight in, and used Shopify apps only where they earned their place - keeping the store fast and easy to update.
  • Kept one visual system across the Shopify store, campaigns and physical touchpoints, and extended it into social content, packaging and apparel product design.

The solution

A calmer, continuously refined Shopify store - stronger product storytelling, cleaner CTAs, a smoother path to checkout and a reusable, section-based theme - kept consistent and on-brand across years of launches.

The product page, redesignedA full PDP for a technical jersey - gallery, color and size selectors, fabric features, size help, reviews and cross-sell, on desktop and mobile.
The product page, redesigned
Designed around the buying decisionFit confidence, shipping and returns, and cart clarity - the things that actually convert technical apparel, not just visual taste.
Designed around the buying decision
A brand board to design againstWordmark, a restrained commercial palette and catalog photography - the visual system that kept the redesign unmistakably on-brand.
A brand board to design against
Campaign that speaks to the riderBrand campaign imagery that gives the apparel a clear, confident identity across the store.
Campaign that speaks to the rider
Live in the storeThe shipped Casabianca storefront, from the product page to the ask-a-question flow.
Live in the store

Impact

A calmer, more premium storefront that stayed consistent and on-brand across four years of product launches and campaigns.

Marketing & visual design

Beyond the store.

Beyond the storefront, I ran Casabianca's visual and social presence - turning a technical apparel catalog into content people wanted to share. Every drop, sale and collaboration had to feel as premium as the product and stay unmistakably on-brand across dozens of touchpoints.

A colour story per jersey

Each colourway got its own identity - shot on-model with its named colour and Pantone reference (Oxford Blue, Morocco Orange, Olive Green) so the catalogue read as a considered collection, not a list.

One system, every touchpoint

Reusable social templates and a shared storefront-to-Instagram visual language kept launches, sales and Black Friday on-brand at speed - the storefront and post-grid mockups show the system in use.

Collabs that still felt like Casabianca

The givelo collaboration led with restrained product photography and the wordmark, so a co-branded drop never lost the brand's own voice.

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