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birdsnest: Replatform
Australia's women's fashion destination, known for personalised styling and wardrobe capsules that celebrate every woman.
How we did it
Architect a Shopify Plus migration that preserves business-critical functionality - including wardrobe capsule logic and personalised styling - without regression
Rationalise the existing tech stack to reduce custom dependency and surface native Shopify capabilities for ongoing team-led optimisation
Design a conversion-led customer experience grounded in UX best practice, with merchandising flexibility built into the core
Execute a full data migration covering product catalogue, customer records, and historic order data with fidelity and zero loss
Custom UI design system built to birdsnest's brand standards, with elevated visual treatment across key commerce templates
Preserved and enhanced wardrobe capsule and personalised styling UX - core to birdsnest's product proposition
Simplified information architecture to improve product discovery and reduce friction across the purchase journey
Modular template system enabling internal teams to manage content and merchandising without developer dependency
Custom Shopify Plus theme built on a modular component architecture for long-term extensibility and reduced technical debt
Klaviyo implemented for behavioural segmentation, lifecycle automation, and triggered campaign login
Reviews.io integrated for structured social proof, ratings, and UGC across product and category surfaces
Refundid deployed for instant refund processing, reducing post-purchase friction and improving customer retention
Fredhopper integrated for intelligent on-site search and product discovery, including faceted navigation and relevance tuning
Wishlist Plus (Swym) implemented to support browse-to-purchase journeys and drive repeat engagement
Full data migration executed across product catalogue, customer profiles, and historic order records into Shopify Plus
The Challenge
A growing brand constrained by legacy infrastructure and operational complexity.
- Wardrobe capsule logic and personalised styling functionality required full preservation through migration - no regression acceptable
- Historic customer and order data had to be migrated with complete fidelity
- Excessive developer dependency for routine content and merchandising operations
- Tech stack complexity accumulating maintenance overhead and slowing the team's ability to iterate
- Platform limitations suppressing conversion performance and front-end experience quality
The Solution
A streamlined Shopify Plus architecture built to scale and empower internal teams.
- Replatformed to Shopify Plus as the core commerce engine, replacing legacy infrastructure
- Delivered a custom modular theme architecture built for extensibility and reduced maintenance overhead
- Preserved and enhanced wardrobe capsule and personalised styling functionality - core to the brand proposition
- Integrated Klaviyo for sophisticated lifecycle marketing and behavioural automation
- Deployed Reviews.io for structured social proof across the commerce experience
- Implemented Refundid to streamline post-purchase and reduce refund-related churn
- Integrated Fredhopper for intelligent search, discovery, and relevance-tuned navigation
- Added Wishlist Plus to support considered purchase journeys and drive return visits
- Executed full data migration across product, customer, and historic order records
Grow with the mo.
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