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Project 04. Urban Groundz
Building an Ecommerce Store Around Community, Coffee, and Fundraising
Case Study: Created a Conversion-Focused Shopify Store Where Every Purchase Supports a Bigger Purpose.
Urban Groundz is more than a coffee brand.
It is built on people, relationships, and community. With over 40 years of customer service experience and more than 30 years in the coffee industry, their mission goes far beyond selling coffee.
They wanted an ecommerce store where customers could buy premium coffee, teas, and gift boxes, while also supporting meaningful fundraisers through every purchase.
The goal was not just to sell products.
It was to create a simple, trust-driven shopping experience where every order had purpose.
Platform: Shopify
Built by: Tanishq Rajawat
Project By: Friction Studio | Shopify Agency
↳ The Problems We Solved
• Needed a clean ecommerce system for coffee, teas, and gift boxes
• Bundle feature required for custom product combinations with discount offers
• Fundraiser structure had to be easy for customers to understand
• Website needed simple navigation for both users and internal team management
• Customer journey had to be optimized for trust and faster conversions
• Brand story and community mission needed stronger digital positioning
↳ What We Built
• A clean, conversion-focused Shopify storefront
• Organized product structure for coffee, teas, and curated gift boxes
• Bundle system allowing customers to create custom bundles with discounts
• Fundraiser-focused flow where purchases support specific causes
• Easy navigation and simplified menu structure for better user experience
• Mobile-first shopping experience for smoother conversions
• Strong storytelling sections to communicate the brand’s mission and values
The Core Idea:
People do not just buy coffee.
They buy stories, connection, and purpose.
When customers know their purchase supports something meaningful, trust becomes stronger and loyalty grows naturally.
That is what this website needed to deliver.
↳ Why This Project Matters
This project proved that ecommerce works best when it serves both business and community.
A simple structure, strong storytelling, and purpose-driven buying experience can turn a store into something much bigger than sales.
Built on Shopify.
Designed for simplicity.
Created for community impact.
Because sometimes, the best conversion strategy is giving customers a reason to care.
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Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
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Project 03. Cloudnine
From Offline Store to High-Converting Online Fashion Brand
Case Study: Building a Scalable Ecommerce Store for a Fashion Brand Expanding Beyond Retail.
Cloudnine is a fashion brand based in Kuwait, known for elegant fashion designed for confident women. With a strong offline presence already established, the next step was clear.
Shift the business online and launch a stronger digital buying experience, while also creating space for their sub-brand to grow under the same ecosystem.
The goal was not just launching an online store.
It was building a conversion-focused ecommerce system designed for scale.
Platform: Shopify
Built by: Tanishq Rajawat
Project By: Friction Studio | Shopify Agency
↳ The Problems We Solved
• Offline business needed a strong online selling system
• Sub-brand required proper structure without confusing customers
• Navigation and menus - optimized for smooth shopping
• Collections and sub-collections needed better organization
• Customer journey needed to be simplified for faster purchasing
• Website needed stronger premium positioning for fashion buyers
↳ What We Built
• A clean, premium homepage built for strong first impressions
• Clear navigation structure for seamless shopping flow
• Organized collections and sub-collections for easy product discovery
• Dedicated structure for the sub-brand inside the same ecosystem
• Conversion-focused product pages for better purchase decisions
• Mobile-first shopping experience optimized for customer retention
• Elegant luxury-focused design matching the brand identity
The Core Idea:
Moving offline to online is not about uploading products.
It is about creating a buying experience people trust.
Fashion customers do not just shop for products.
They shop for confidence, simplicity, and brand experience.
That is what the website needed to deliver.
↳ Why This Project Matters
This project proved that ecommerce success starts with structure.
Clear navigation, strong collections, and frictionless shopping create better conversions than flashy design alone.
Built on Shopify.
Designed for premium positioning.
Created for sales.
Because a good store does not just attract visitors.
It turns them into repeat customers.
Project 02. Dominion And Dharma
Building More Than a Store. Creating a Digital Home for an Author.
Case Study: Selling a Book, Building Authority, and Creating a Long-Term Brand Presence.
Dominion And Dharma is not just a book. It is a powerful civilizational manifesto that challenges modern systems and reframes capitalism through the lens of ancient wisdom and planetary responsibility.
The author needed more than a basic website.
He needed one central digital platform where readers could discover the book, buy it in both physical and digital formats, explore his thoughts through blogs, upload and showcase media features, and upload his podcast conversations. Everything in one place.
Platform: Shopify
Built by: Tanishq Rajawat
Project By: Friction Studio | Shopify Agency
↳ The Problems We Solved
• No unified platform for book sales and personal brand building
• Need to sell both physical and digital versions smoothly
• Blogs, articles, and thought leadership content needed proper structure
• Media coverage and podcast appearances were scattered
• Brand authority needed stronger online positioning
• The website had to reflect the intellectual depth and premium identity of the book
↳ What We Built
• A clean, elegant homepage focused on the book and its message
• Dedicated sections for physical and digital book purchases
• Blog structure for articles and thought leadership content
• Media section for interviews, press features, and coverage
• Podcast section to centralize all appearances and conversations
• Premium design aesthetic aligned with the author’s vision and brand identity
• Smooth navigation so users could move from discovery to purchase effortlessly
💬 The Core Idea:
This was not about “selling a book.”
It was about building trust, authority, and a long-term digital ecosystem around the author’s work.
A strong personal brand needs more than social media.
It needs a home people can return to.
↳ Why This Project Matters
This project showed how Shopify can be used far beyond traditional ecommerce.
It can become the foundation for authors, creators, and thought leaders to build authority while creating seamless monetization.
Built on Shopify.
Designed for credibility.
Created for long-term impact.
Because sometimes, a website is not a store.
It is the beginning of a movement.
Project 01. Shoe Doctor
My First Shopify Store Build
Case Study: Solving Real Problems, Not Just Building Pages.
Shoe Doctor is a premium shoe care, repair, and restoration brand known for craftsmanship and trust built offline. The challenge was simple but critical.
They had strong offline credibility, but no digital system that reflected their premium positioning or converted visitors into real inquiries.
The goal was not just “make a website.”
The goal was to build a customer conversion machine.
Platform: Shopify
Built by: Tanishq Rajawat
↳ The Problems We Solved
• No strong digital presence to build trust online
• No proper service showcase for customers
• No lead capture system for inquiries
• No structured portfolio to show real work
• No smooth mobile-first experience for visitors
• Existing customer flow depended heavily on manual communication
↳ What We Built
• A sleek, premium homepage focused on trust-building
• Clear service pages explaining what they offer
• Portfolio section with real customer videos
• Google reviews integration for instant social proof
• WhatsApp integration so customers could inquire the same way they were already comfortable with
• Blog setup for future SEO growth
• Mobile-first structure for better conversions
💬 One of the biggest wins:
WhatsApp integration increased test inquiries by 75% even before full launch.
That proved one thing clearly.
People do not need more websites.
They need systems that help customers take action.
↳ Why This Project Matters
This was my first Shopify store build, and it taught me the most important lesson.
A good website is not about design alone.
It is about solving business problems.
Built on Shopify.
Designed for trust.
Created for conversions.
And this was just the beginning.
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