Award-winning baker Mademoiselle Macaron approached us looking for a strategic ecommerce partner who could support their growth on Shopify. They wanted a team who would take the time to understand the brand, their customers, and the way people shop their signature macaron collections online.

At the heart of the challenge was the mobile experience. While the site was performing well on desktop, there were clear signs that something wasn’t working for mobile users - lower product discoverability, inconsistent engagement and weaker conversion from their two key custom tools: the Box Builder and Tower Builder.

Before recommending any changes, we carried out an initial FREE CRO audit. Even without access to heatmaps or session recordings - by combining hands-on user-journey exploration with evidence from GA4 - we were able to isolate where friction was occurring and why mobile users were struggling.

Our analysis revealed significant disparities between desktop and mobile that pointed to real UX challenges.

Mobile users were far less able to find products: Site search was used over 700% more on desktop than mobile, indicating mobile shoppers couldn’t easily discover items.

Box Builder performance diverged dramatically by device: Desktop sessions beginning on the Box Builder were 69% more likely to convert than homepage sessions. On mobile, they were 17% less likely - a clear sign of friction.

Important messages were hidden on mobile: Key information and instructions on both the Box Builder and Tower Builder sat below the fold, leading to confusion and drop-offs.

Pricing incentives weren’t visible: Customers weren’t seeing that buying more macarons reduced the price per unit - the main driver behind higher AOV.

Navigation lacked digestibility: The mobile menu was dense and hard to scan, diluting product discovery and slowing users down.

These findings gave us a clear roadmap for improvement, rooted in measurable customer behaviour.

We consolidated all recommendations into a focused round of theme improvements, delivered through design and development and implemented in a structured and trackable methodology.

Enhancements included...

• Bringing site search into clear view on mobile
• Moving key messages and instructions above the fold on both configurator tools
• Improving visual hierarchy and simplifying user pathways
• Highlighting volume-based pricing incentives more clearly
• Restructuring the mobile menu to improve scanability and navigation

Individually, these were subtle changes. Together, they transformed the clarity and usability of the mobile experience.