Iakoe x Maude
Overview
Maude is redefining modern intimacy through beautifully designed sexual wellness products that prioritise simplicity, inclusivity & quality. Founded by Éva Goicochea, the brand has expanded from a curated collection of condoms, lubricants & personal massagers into bath, body & intimacy essentials for every body. As the business continued to grow, Maude partnered with us to redesign & rebuild its Shopify storefront, creating a faster, more flexible shopping experience that balanced elevated brand storytelling with stronger ecommerce performance.
- User experience design
- Theme development
Background
Since launching in 2018, Maude has become one of the leading names in modern sexual wellness, combining premium design with an inclusive, approachable brand that helps remove the stigma surrounding intimacy.
As the product range expanded & content became a larger part of the customer journey, the existing storefront was beginning to limit the team's ability to move quickly. Merchandising campaigns, launching new products & updating editorial content often required developer support, slowing down execution.
The team wanted a Shopify 2.0 experience that would preserve the brand's minimalist aesthetic while improving conversion rates, increasing merchandising flexibility & giving the internal team greater control over the storefront.
The challenge
The first challenge was balancing Maude's beautifully restrained brand identity with the demands of a high-performing ecommerce experience. Product pages needed to educate customers & build confidence without sacrificing the clean visual language the brand is known for.
The second challenge was flexibility. The existing theme made content updates, merchandising & campaign launches more dependent on developers than the team wanted, creating unnecessary friction as the business scaled.
Finally, Maude's editorial platform represented a significant opportunity. While The Maudern successfully attracted readers, it wasn't contributing enough towards measurable customer acquisition or long-term revenue.
The solution
We rebuilt Maude's storefront on Shopify 2.0 with three priorities: improve conversion, increase team autonomy & turn content into a stronger commercial asset.
A flexible Shopify 2.0 foundation
We migrated the storefront to Shopify 2.0, giving the team a modular theme that makes landing pages, campaigns & merchandising updates significantly easier to manage. The new architecture reduces reliance on developers while providing a scalable foundation for future growth.
Product pages built to convert
The product detail pages were redesigned to surface key benefits, ingredients & purchasing information earlier in the customer journey. By reducing scroll depth particularly on mobile and simplifying the page hierarchy, customers can quickly understand what each product does & make purchasing decisions with greater confidence.
Brand storytelling without compromise
Every page was designed to maintain Maude's calm, elevated aesthetic while introducing clearer calls to action, stronger information hierarchy & a more intuitive shopping experience. The result feels unmistakably Maude while delivering a more performance-driven storefront.
Turning content into a growth channel
We reimagined The Maudern as a customer acquisition engine by introducing strategic email capture throughout the editorial experience. Embedded forms & contextual subscription prompts transform readers into subscribers, allowing the team to measure content performance through list growth & downstream revenue rather than traffic alone.
The redesigned storefront delivers a faster, more intuitive shopping experience while giving the Maude team significantly more control over day-to-day merchandising & content management. Product pages now better balance education with conversion, helping customers purchase with greater confidence while preserving the premium brand experience. By migrating to Shopify 2.0 & introducing a modular content system, the team can launch campaigns, update content & grow the storefront independently. At the same time, The Maudern has evolved into a measurable acquisition channel that supports ongoing customer growth through email capture & content-led conversion.
Results
AGENCY COST SAVINGS
Mobile Conversion Rate
Conversion Rate
