MRH — Website Redesign & Ecommerce Optimisation Project Type: UX/UI Redesign, Shopify Development & SEO Sector: Streetwear & Urban Apparel

The context: MRH already had an online store, but it lacked structure, consistency, and a clear customer journey. Rather than redesigning isolated screens, I approached the project as part of a broader brand strategy — identifying friction points across the entire shopping experience and rebuilding the site around usability, storytelling, and scalability.

My role: I led the full redesign end to end — from information architecture through custom Shopify development and SEO — working directly within the brand system I had already established for MRH.

What I did:

Reorganised the site's information architecture, simplifying navigation, menus, and product discovery for a more intuitive purchasing flow

Redesigned the homepage — the highest-abandonment section — into a clearer introduction to the brand and its universe

Separated storytelling from technical product information across product pages to improve readability and purchase decisions

Built a dedicated blog giving each illustrated character its own narrative, connecting editorial content to ecommerce without interrupting the buying experience

Developed custom Shopify components using Liquid, including interactive size-chart pop-ups (managed through metafields), dynamic product characteristics with visual icons, FAQs, trust indicators, and automated "Notify Me" functionality for out-of-stock items — all designed for the client to manage without touching code

Restructured product categories into a dedicated Products section (previously a single catalogue-all page) and built a custom Collaborations page that auto-groups tagged products by partner brand

Ran a complete SEO optimisation pass: restructured product descriptions, built keyword-focused URLs and metadata, and created a scalable metafield system so new products publish following the same optimised structure

Set up quick-response templates in WhatsApp Business to streamline customer service

Created a dedicated brand page explaining MRH's origins and philosophy, strengthening the connection between visual identity and digital presence

The result: A website that isn't just visually stronger — it's easier to manage, more discoverable through search, and built to support MRH's growth long after launch. Full case study on Behance Live web