Iakoe x California Naturals
Overview
California Naturals is a modern haircare & bodycare brand built around high-performance formulas, clean ingredients & an effortless California aesthetic. As the business continued to evolve, the team partnered with us to transform approved designs into a high-performing Shopify experience, prioritising the product pages & shopping journey while creating a scalable development process that would support future optimization.
- Theme development
Background
California Naturals had already invested heavily in a complete redesign of their ecommerce experience. The challenge was turning those designs into a performant Shopify storefront without compromising usability, speed or flexibility.
Rather than treating the project as a one-time build, the team wanted a long-term development partner that could deliver new features, improve the customer experience over time & provide robust QA, deployment & release processes as the brand continued to grow.
With multiple stakeholders involved across design, ecommerce & marketing, the project also required clear workflows that would allow new features to move from concept to production quickly & reliably.
The challenge
The first challenge was prioritization.
Rather than rebuilding every page simultaneously, the team identified the product detail pages & mini cart as the highest-impact areas for conversion, making them the first focus of development.
The second challenge was ensuring every feature met the highest quality standards before launch. With an ambitious roadmap ahead, California Naturals needed a repeatable process for development, QA & deployment that reduced risk while allowing the team to release improvements frequently.
Finally, the new storefront needed to remain flexible. As campaigns evolved & the design system expanded, the team wanted the ability to iterate continuously rather than treating the site as a finished project.
The solution
We partnered with California Naturals as an extension of their ecommerce team, building a development workflow focused on quality, collaboration & continuous improvement.
Conversion-first development
Development began with the highest-value customer journeys, prioritizing the product detail pages & mini cart before expanding into the wider storefront. This approach ensured the areas with the greatest commercial impact were delivered first while allowing the team to gather feedback early in the project.
Built for continuous iteration
Rather than simply translating designs into code, every component was reviewed through a UX & technical lens. Development recommendations, interaction improvements & best-practice refinements were incorporated throughout the build to ensure the final experience performed as well as it looked.
Enterprise-level QA
Every release follows a structured quality assurance process including cross-browser testing, regression testing, client review & post-launch monitoring. Automated feedback tools allow stakeholders to annotate pages directly, creating a streamlined workflow between design, development & QA while reducing release risk.
A long-term Shopify partnership
Alongside the initial build, we established an ongoing development framework covering sprint planning, feature requests, roadmap management & optimisation. This gives the California Naturals team a scalable process for launching new functionality long after the initial redesign is complete.
Results
AGENCY COST SAVINGS
Mobile Conversion Rate
Conversion Rate
