Shopify store design and CRO for Casabianca Cycling
Mariana Ordoñez
Casabianca Cycling · Ecommerce Designer, Shopify & CRO · Sep 2018 to Jun 2022
Four years as Casabianca's ongoing ecommerce designer: the Shopify storefront, product pages, campaigns and brand system, designed and continuously optimized.
Role: Ecommerce Designer, Shopify & CRO · Tools: Figma, Shopify, brand system
The problem
The storefront suffered from visual clutter, a weak purchase hierarchy and checkout friction that made the brand feel less trustworthy than the product.
My process
Own the Shopify store end to end: theme editor settings, reusable sections, and templates for product, collection, home and landing pages, refined over four years.
Improve product-page hierarchy, variant and size selectors, and streamline the path to checkout with conversion principles.
Deliver section-based, Liquid-friendly specs for clean theme integration, using apps only when justified to protect speed and maintainability.
Keep the brand consistent across the storefront, campaigns, social content, packaging and apparel design.
The solution
A calmer, continuously refined Shopify store with stronger product storytelling, cleaner CTAs, a smoother path to checkout and a reusable, section-based theme.
The product page, redesigned
A full PDP for a technical jersey: gallery, color and size selectors, fabric features, size help, reviews and cross-sell, on desktop and mobile.
Designed around the buying decision
Fit confidence, shipping and returns, and cart clarity: the things that actually convert technical apparel, not just visual taste.
A brand board to design against
Wordmark, a restrained commercial palette and catalog photography: the visual system that kept the redesign unmistakably on-brand.
Campaign that speaks to the rider
Brand campaign imagery that gives the apparel a clear, confident identity across the store.
Live in the store
The shipped Casabianca storefront, from the product page to the ask-a-question flow.
Beyond the store
I also ran Casabianca's visual and social presence: a colour story per jersey with on-model photography and Pantone references, one template system for launches, sales and seasonal campaigns, and co-branded collabs (like the givelo collection) that still felt unmistakably Casabianca.
Impact
A calmer, more premium storefront that stayed consistent and on-brand across four years of product launches and campaigns.
Full case study: mordonez.com
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Posted Jul 21, 2026
Four years designing and optimizing a cycling apparel brand's Shopify store: product pages, checkout, campaigns and brand system.
