The redesigned store: desktop home and mobile product page.
From 41 menu links to 5, and a home page 17× lighter.
A Maine studio that knits every sweater to order. We refreshed the brand, rebuilt the store around batches and a waitlist, and set up an AI agent for the inbox.
Portland, Maine
Made-to-order knitwear
Shopify
6 weeks
Brand Refresh · Store Redesign · AI Support Agent
Weaver knits undyed merino and alpaca in monthly batches of 60 pieces. Most shoppers find it on Instagram and arrive on a phone.
The store fought the product: a 2018 theme, a clip-art logo, a prize wheel, and countdowns on pieces knit after you order them.
“Weaver” was a good name stuck in a craft-fair logo. The Brand Refresh kept the name and gave it the voice of an atelier: a Bodoni italic, a light Gill Sans line that says what it is, and nothing else.
Fleece, oatmeal, undyed grey and walnut from the wool; harbor navy for type; madder only where something is scarce.
Newsreader and Instrument Sans, self-hosted on the store: 76 KB for four files.
Say the date, name the yarn. No exclamation marks, no fake urgency.
The home page leads with the open batch and the best seller. Collections filter by fit, shade and what is still open. Product page and cart put the delivery date next to the button.
41 desktop menu links became 5: Sweaters, Cardigans, Accessories, How batches work and About. The mobile drawer went from 47 links to 7.
The limits are real: 60 pieces a month. The old store hid them behind fake ones. Now every card says “In Batch 15 · ships Dec 1”, and a full size opens a waitlist for the next batch, by email or text.
BeforeAfterDrag to compare.
| Home | Product | |||
|---|---|---|---|---|
| Metric | Before | After | Before | After |
| Performance (Lighthouse) | 35 | 99 | 36 | 97 |
| Accessibility (Lighthouse) | 89 | 100 | 84 | 100 |
| SEO (Lighthouse) | 91 | 100 | 91 | 100 |
| LCP (largest contentful paint) | 8.1 s | 2.1 s | 8.9 s | 2.5 s |
| Total blocking time | 3,531 ms | 0 ms | 3,303 ms | 47 ms |
| Total page weight | 5.2 MB | 315 KB | 3.5 MB | 330 KB |
| Requests | 43 | 13 | 36 | 10 |
| Links in the desktop menu | 41 | 5 | 41 | 5 |
| Taps from home to a product (mobile menu) | 5 | 3 | – | – |
| Tap targets smaller than 44 px | 32 | 0 | 42 | 0 |
| Structured data (JSON-LD blocks) | 0 | 2 | 1 | 3 |
Lighthouse 12.8.2, mobile preset, 3 runs per page, median run shown. Weaver is a concept brand. The “before” store is our build of a typical store in the segment, calibrated to the medians of the stores we audited (performance 31, LCP 9.0 s, 5.5 MB, 41 menu links).
Will it fit, when will it come, what if it doesn’t. We set up an AI agent in Gorgias, which brings site chat and Instagram DMs into one inbox, and taught it the store’s own rules.
