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Project Brief

miRi, a prominent online home furnishings store based in the Netherlands, sought to elevate its online presence and transition from a third-party platform to a dedicated Shopify eCommerce store. Collaborating with ENCYPHERS, a versatile IT company offering web and eCommerce design and development services, miRi embarked on a comprehensive journey to rebrand, rebuild, and optimize its digital storefront.


Shopify Store Design and Development

  • Strategy

    eCommerce Strategy (Business, Functional, and Technical), Email Marketing, Marketing Strategy, Ongoing Website Management, Custom Integrations, Website Audit and Optimization Strategy

  • Design

    Website UX Design and Development

  • Client


  • Platform

    Shopify Plus


Incorporating a strategic suite of app integrations, ENCYPHERS seamlessly elevated miRi's Shopify store. The Judge Me app seamlessly incorporated existing reviews from "bol.com/nl," fostering trust among potential customers. To enhance upselling, the Assortion app was integrated, allowing miRi to offer enticing bundles and related products. The Search & Discovery app streamlined product discovery by implementing advanced filtering options, enriching the overall search experience. Flexible payment options were introduced through the Klarna app, offering customers a "Buy Now Pay Later" choice. To efficiently manage online ads, ENCYPHERS integrated the Triplewhale app, ensuring targeted visibility. The Klaviyo app was employed for robust email marketing, enabling miRi to craft personalized and impactful campaigns. Finally, the Webwinkelkeur app facilitated the gathering and display of customer reviews, further enhancing miRi's online credibility.


The overhaul of miRi's Shopify store extended beyond technical integrations, delving into the critical realm of User Interface (UI) and User Experience (UX) design. ENCYPHERS placed a premium on crafting a digital space that not only showcased miRi's home furnishings elegantly but also provided visitors with an intuitive and enjoyable journey. New landing pages were meticulously designed, leveraging dynamic content and meta fields to ensure each section of the website felt tailored to the user's preferences. A significant breakthrough was the introduction of add-on options, allowing customers to curate and build personalized packages. This not only empowered users to tailor their shopping experience but also added a layer of customization that resonated with miRi's commitment to providing unique and cozy home furnishings. The UI enhancements embraced a minimalist aesthetic, ensuring that the design harmonized with miRi's brand identity while prioritizing clarity and simplicity, leading to an interface that was both visually appealing and easy to navigate.

The mobile-first design approach and subsequent desktop optimization further emphasized the commitment to a seamless user experience across all devices. By optimizing the website for mobile users, ENCYPHERS ensured that miRi's products were showcased elegantly on smaller screens, catering to the evolving preferences of a mobile-centric audience. The resulting UI & UX improvements not only elevated the aesthetic appeal of the online store but also contributed to heightened user satisfaction and increased engagement.


Challenge #001

Aesthetic and Layout Overhaul

miRi, previously selling exclusively on "bol.com/nl," lacked a dedicated website. The primary challenge was to build an eCommerce store from the ground up, incorporating a minimalist design that aligned with miRi's aesthetic preferences and provided a seamless shopping experience.



ENCYPHERS designed and developed miRi's Shopify store with a clean, minimalist layout. The user-centric design ensured easy navigation and highlighted the cozy and comfortable home furnishings miRi offered. The shift from a third-party platform to a standalone website marked a significant step in establishing MiRi's independent online presence.


Challenge #002

Optimization and Functionality

To maximize the impact of the newly established Shopify store, miRi faced the challenge of optimizing the conversion rate. The goal was to convert website visitors into customers by fine-tuning the user experience and strategically placing calls to action.



ENCYPHERS conducted a comprehensive CRO analysis, identifying areas for improvement. The navigation bar underwent a full-width minimalist rebranding, ensuring a clear and compelling user journey. Mobile-first design principles were applied, followed by desktop optimization. All links, buttons, and functionalities were rigorously tested across devices and browsers, guaranteeing a seamless user experience and increased conversion rates.


The collaboration between miRi and ENCYPHERS yielded impressive outcomes, solidifying miRi's online presence through the establishment of a robust Shopify store. The adoption of a minimalist design and an optimized user experience significantly elevated customer satisfaction levels. The implementation of conversion rate optimization strategies resulted in a heightened conversion rate and increased customer engagement. The integration of various apps seamlessly enhanced functionality, spanning from reviews and upselling to providing flexible payment options and executing targeted ads. This holistic approach facilitated miRi's smooth transition from a third-party platform to Shopify, positioning the brand for sustained growth and success within the fiercely competitive eCommerce landscape. The partnership showcased the transformative impact of strategic eCommerce development and optimization, with miRi's Shopify store now serving as a beacon of seamless integration between technology and design, offering an engaging and user-friendly platform for home furnishings enthusiasts.

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