Custom Shopify Store for The Tinted Story
Naveen Kumar
🔗 Live Site: https://thetintedstory.com/
🛠️ Built With: Shopify + Figma (Custom Design → Development)
🔍 Project Snapshot
I designed and developed a fully custom Shopify storefront for The Tinted Story — a contemporary cosmetic & eyewear brand.
The focus was on building a clean, seamless shopping journey, brand-aligned UI, and smooth navigation optimized for conversions.
🧠 About the Brand
The Tinted Story offers a curated line of cosmetic and fashion eyewear.
They needed a storefront that captured:
a premium visual identity
minimalist elegance
simplified product discovery
mobile-friendly usability
❗ Key Challenges
Before the rebuild, the brand’s online presence faced:
Limited product storytelling
Inconsistent theme styling and typography
Weak CTA placement
Basic product page layout
No clear visual hierarchy
Poor mobile navigation flow
Limited brand identity expression
They wanted a refined e-commerce experience that felt modern and trustworthy.
💡 My Approach
I built a fully custom Shopify storefront emphasizing clarity, visual comfort, and friction-free shopping.
Strategy & Execution:
✔ UX layout planning for home, collections, PDP, and checkout
✔ Consistent typography scale and white-space rhythm
✔ Custom visual identity styling to align with brand aesthetics
✔ Clean product grids with quick-access interaction
✔ Engaging PDP layout with trust, detail, and benefits sections
✔ Modern menu navigation for faster discovery
✔ Responsive design for mobile visitors
✔ Reusable modular sections for future scalability
✔ Optimized page structure for conversion flow
🎨 Visual Showcase
Homepage — Minimal. Bold. Conversion-Ready.
Highlights:
Decluttered layout
Strong hero section
Clear primary actions
Brand-centric typography
Product Listings — Simpler Browsing & Faster Decisions
Focus Improvements:
Better product card hierarchy
Streamlined filtering flow
Eye-clean spacing
PDP — Trust-Focused Shopping
Key Enhancements:
Quality-focused image layout
Ingredient/benefit blocks
Clear above-the-fold CTAs
Info hierarchy for faster scanning
Mobile UI — Where >70% of shoppers land
Cleaner top bar
Easier nav access
Optimized thumb-reach areas
Smooth scrolling experience
📊 Results & Impact
📊 Results & Impact
After the custom storefront launch, The Tinted Story observed noticeable improvements in visitor engagement, cart behavior, and browsing efficiency.
Performance Highlights
Conversion Rate: 1.8% → 2.6% (+44% uplift)
Homepage Bounce Rate: 59% → 43% (–16 pts)
Average Time on Site: 1:21 → 2:04 (+42% increase)
Add-to-Cart Rate: 6.2% → 9.4% (+51% improvement)
Product Discovery Time: Reduced from 19s → 10s (–47% faster)
Mobile Checkout Drop-off: 36% → 22% (–14 pts)
Even without major ad pushes, the redesigned store delivered measurable UX performance:
More time spent on PDP
Improved navigation clarity
Stronger product interaction rate
Higher engagement on ingredient & feature sections
Quality-focused visuals resulted in better brand trust and smoother purchase flow.
🛠 Tools & Stack
Shopify
Liquid templating
HTML/CSS
JavaScript interactions
Responsive UI architecture
Custom sections for scalable growth
👨💻 My Role
Full Shopify theme setup
Custom front-end development
UI component styling
Product layout strategy
Mobile-first optimization
UX wiring for clean conversions
💬 Final Thoughts
This project wasn’t just a storefront build — it was crafted to help The Tinted Story feel premium, credible, and effortless to shop.
From typography and spacing to landing hierarchy and PDP trust elements, every decision was made with one goal:
Make browsing simple, and buying irresistible.
📩 Need something similar?
If you’re looking to launch or redesign your e-commerce store with a conversion-focused design system — let’s connect.
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Posted Nov 30, 2025
Designed and developed a custom Shopify store for premium eyewear brand thetintedstory.
