Bad Shirt Club
Ecommerce Store Transformation. From Bad to Brilliant
Ecommerce Store Transformation. From Bad to Brilliant
Bad Shirt Club
Ecommerce Store Transformation. From Bad to Brilliant
About
Complete redesign and migration of Bad Shirt Club from WooCommerce to Shopify, improving UX, product flow, and checkout design, resulting in a conversion lift from 1.7% to 4.8%.
Year
Jul 11, 2025
Jul 11, 2025
Jul 11, 2025
Jul 11, 2025
Jul 11, 2025
Industry
Fashion
Fashion
Fashion
Fashion
Fashion
Type of work
eCommerce Transformation
eCommerce Transformation
eCommerce Transformation
eCommerce Transformation
eCommerce Transformation
Timeline
4 Weeks
4 Weeks
4 Weeks
4 Weeks
4 Weeks
Challenges
Bad Shirt Club had been running on a self-made WooCommerce website for several years. While functional, the site had become increasingly difficult to manage and ineffective as a sales tool. It was extremely text-heavy, poorly structured, and cluttered with low-value content that distracted rather than guided the user. Navigation lacked clarity, key messages were buried, and the overall experience failed to reflect the quality or personality of the brand. The website technically worked, but it did not support storytelling, trust, or conversion and as a result, it was actively holding the business back.
Challenges
Bad Shirt Club had been running on a self-made WooCommerce website for several years. While functional, the site had become increasingly difficult to manage and ineffective as a sales tool. It was extremely text-heavy, poorly structured, and cluttered with low-value content that distracted rather than guided the user. Navigation lacked clarity, key messages were buried, and the overall experience failed to reflect the quality or personality of the brand. The website technically worked, but it did not support storytelling, trust, or conversion and as a result, it was actively holding the business back.
Challenges
Bad Shirt Club had been running on a self-made WooCommerce website for several years. While functional, the site had become increasingly difficult to manage and ineffective as a sales tool. It was extremely text-heavy, poorly structured, and cluttered with low-value content that distracted rather than guided the user. Navigation lacked clarity, key messages were buried, and the overall experience failed to reflect the quality or personality of the brand. The website technically worked, but it did not support storytelling, trust, or conversion and as a result, it was actively holding the business back.
The process
The project began with a strategic reset rather than a cosmetic redesign. The first step was migrating the entire website from WooCommerce to Shopify, providing a faster, more reliable, and scalable eCommerce foundation. From there, the site structure was completely rethought. Unnecessary content was removed, pages were reorganised, and the user journey was rebuilt from the ground up to create a clear, logical flow. Every page was redesigned with intention, focusing on brand storytelling, improved usability, and guiding visitors toward meaningful actions. Product pages, collections, and core site sections were rebuilt to reduce friction, improve clarity, and create a more intuitive shopping experience.
The process
The project began with a strategic reset rather than a cosmetic redesign. The first step was migrating the entire website from WooCommerce to Shopify, providing a faster, more reliable, and scalable eCommerce foundation. From there, the site structure was completely rethought. Unnecessary content was removed, pages were reorganised, and the user journey was rebuilt from the ground up to create a clear, logical flow. Every page was redesigned with intention, focusing on brand storytelling, improved usability, and guiding visitors toward meaningful actions. Product pages, collections, and core site sections were rebuilt to reduce friction, improve clarity, and create a more intuitive shopping experience.
The process
The project began with a strategic reset rather than a cosmetic redesign. The first step was migrating the entire website from WooCommerce to Shopify, providing a faster, more reliable, and scalable eCommerce foundation. From there, the site structure was completely rethought. Unnecessary content was removed, pages were reorganised, and the user journey was rebuilt from the ground up to create a clear, logical flow. Every page was redesigned with intention, focusing on brand storytelling, improved usability, and guiding visitors toward meaningful actions. Product pages, collections, and core site sections were rebuilt to reduce friction, improve clarity, and create a more intuitive shopping experience.
The outcome
The result was a clean, modern Shopify store designed to support both the brand and its customers. The new website delivers a clearer user journey, stronger storytelling, and a more focused path to conversion. With a streamlined structure and a scalable Shopify backend, Bad Shirt Club now has an eCommerce platform that is easier to manage, easier to grow, and far better aligned with the brand’s long-term goals. The website no longer simply exists, it actively works as a sales and growth asset.
The outcome
The result was a clean, modern Shopify store designed to support both the brand and its customers. The new website delivers a clearer user journey, stronger storytelling, and a more focused path to conversion. With a streamlined structure and a scalable Shopify backend, Bad Shirt Club now has an eCommerce platform that is easier to manage, easier to grow, and far better aligned with the brand’s long-term goals. The website no longer simply exists, it actively works as a sales and growth asset.
The outcome
The result was a clean, modern Shopify store designed to support both the brand and its customers. The new website delivers a clearer user journey, stronger storytelling, and a more focused path to conversion. With a streamlined structure and a scalable Shopify backend, Bad Shirt Club now has an eCommerce platform that is easier to manage, easier to grow, and far better aligned with the brand’s long-term goals. The website no longer simply exists, it actively works as a sales and growth asset.
