Shopify Plus UX & UI Re-Architecture
Full Desktop and Mobile-First Responsive Redesign
Custom Mega Menu and Advanced Navigation Engineering
Homepage and Landing Page Experience Optimization
Dynamic No-Code Discount Banner System
Real-Time Pricing and Add-On Automation Development
Shopify Plus
Shopacado Discounts
HTML, CSS, JavaScript
Klaviyo
Klarna Payments
For over 25 years, Keller International has been a trusted name in its industry, known for delivering professional-grade products to a loyal and growing customer base. For nearly a decade, Shopify Plus served as the backbone of Keller’s eCommerce operations, powering online sales, product management, and digital marketing integrations. As an online-first business, their website was not just a storefront, it was the engine driving customer engagement, brand perception, and revenue growth.
Yet over time, cracks began to appear. Despite previous redesign attempts, key optimization opportunities remained unresolved. Certain site features felt outdated, navigation required unnecessary effort, and product discovery lacked the clarity needed to guide modern shoppers. Conversion performance plateaued, and internal teams found themselves spending increasing time managing workarounds instead of driving growth initiatives.
Compounding these challenges was a decline in responsiveness from Shopify’s direct support channels. Technical issues took longer to resolve, slowing momentum and creating frustration for internal teams who needed quick, reliable assistance. Keller recognized that to remain competitive in an increasingly sophisticated eCommerce landscape, they needed more than platform access. They needed a strategic Shopify Plus partner capable of providing hands-on technical support, UX modernization, and scalable performance enhancements.
Their objective was clear: improve homepage and landing page impact, modernize product and collection experiences, strengthen promotional agility, and establish a retainer-based technical support model that ensured continuous optimization. This initiative was not a cosmetic refresh; it was a high-stakes transformation designed to future-proof Keller’s digital commerce ecosystem.
Keller International approached WebDesk Solution with a clear understanding of what was at risk. Their Shopify Plus platform had the power to scale, but the experience layered on top of it no longer reflected the maturity of their brand or the expectations of modern buyers. They needed a partner who could operate at both strategic and technical levels, someone who could modernize UX, improve performance, and support continuous innovation without disrupting ongoing operations.
WebDesk Solution began by immersing our team in Keller’s internal workflows, customer journeys, and marketing ecosystem. We analyzed how visitors navigated the site, where friction appeared, how promotional campaigns were executed, and how internal teams managed content, products, and discounts. This discovery phase allowed us to align design, development, and business goals into a unified transformation roadmap.
Rather than recommending a risky full rebuild, we proposed a phased Shopify Plus redesign and optimization strategy. This allowed Keller to continue operating while high-impact areas were progressively modernized, starting with navigation and brand presentation, then evolving into collection and product experiences, and finally enabling advanced promotional and discount automation tools. Parallel to development, we introduced a dedicated technical support and retainer model to ensure immediate response to emerging issues, faster deployment cycles, and long-term stability.
Our approach blended UX strategy, conversion rate optimization, custom Shopify Plus development, and mobile-first performance design. Every enhancement was engineered to strengthen brand perception, simplify internal management, and drive measurable revenue growth, transforming Keller’s website from a functional storefront into a high-performance commerce engine.
A Premium Shopify Plus Brand Trapped in an Outdated Digital Experience
Keller International was operating on Shopify Plus a platform built for enterprise-scale brands, yet their website experience told a different story. The visual hierarchy, navigation structure, and content layout reflected years of incremental edits rather than intentional design strategy. This disconnect created a perception gap: visitors did not immediately experience Keller as a premium, high-authority brand, despite the business behind the screen operating at that level.
Navigation was a primary friction point. The header carried scattered links, inconsistent spacing, and a search bar that blended into the interface rather than serving as a key discovery tool. Instead of guiding users confidently, the menu demanded cognitive effort. On mobile, the experience worsened with misaligned elements, cramped tap zones, and unclear hierarchy, making browsing feel fragile rather than fluid. This friction increased bounce risk and weakened brand trust before customers even reached product pages.
Hero banners and promotional sections, the most valuable storytelling real estate on the site, suffered from oversized imagery that overwhelmed messaging. Calls-to-action lacked contrast and urgency, while financing options and promotional offers competed for attention instead of guiding it. The result was a homepage that felt visually heavy yet strategically underpowered.
Keller didn’t have a broken website; they had a website that no longer matched their maturity. To compete in the Shopify Plus ecosystem, incremental tweaks would not be enough. They needed a structural and visual transformation that could realign user perception, elevate trust, and create an authoritative first impression from the very first click.
Limited Product Discovery and Missed Engagement Opportunities on Collection Pages
Collection pages are where browsing curiosity turns into buying intent, yet Keller’s collection experience lacked the dynamic guidance needed to influence modern shoppers. Visitors landed on category pages that displayed static hero banners, unclear calls-to-action, and minimal visual cues to direct attention toward key products. Without strategic visual hierarchy, new arrivals and bestsellers blended into the grid, missing prime opportunities to influence purchase decisions.
Discount messaging added another layer of complexity. Keller ran automatic threshold-based discounts that applied in-cart, but customers browsing collections had no immediate visibility into promotional incentives. The absence of real-time discount updates on collection pages meant shoppers often discovered savings only at checkout, too late to influence browsing behavior or encourage higher cart values earlier in the journey.
Product grids themselves were functional but uninspiring. Without badges, dynamic filtering cues, or promotional emphasis, the browsing experience felt transactional rather than guided. Mobile users faced additional friction as static layouts lacked a responsive storytelling structure, further limiting engagement time and scroll depth.
Internally, Keller’s team needed agility. They wanted to highlight seasonal campaigns, product launches, and promotions without requiring developer intervention for every update. Instead, collection enhancements required backend adjustments or theme edits, slowing marketing momentum and limiting campaign responsiveness.
This challenge was not about missing content; it was about missing strategy in presentation. Keller needed collection pages that acted as intelligent merchandising environments: visually engaging, promotion-aware, mobile-optimized, and easy for internal teams to manage in real time.
Product Page Friction and Hidden Cross-Sell Revenue Potential
Keller’s product pages contained valuable information, yet the structure made key conversion drivers difficult to discover. The “Popular Customer Add-Ons” section, a critical cross-sell opportunity, was buried inside a horizontal carousel placed away from the primary purchase flow. Many shoppers never scrolled far enough to see it, and those who did encountered unclear pricing relationships between add-ons and the main product.
Further complicating the experience, product descriptions were text-heavy and visually dense. Shoppers had to scroll excessively to find key details, creating fatigue and increasing abandonment risk. Image galleries were not persistently visible during scroll, causing shoppers to lose visual context while reading specifications or considering add-ons.
Another major friction point came from pricing transparency. Customers selecting add-ons had no immediate understanding of how these additions affected total order value. Without real-time price updates, shoppers hesitated, recalculated mentally, or abandoned carts to avoid unexpected totals at checkout.
Internally, Keller wanted to encourage higher average order value through structured cross-sell logic, but without custom Shopify Plus development, they lacked tools to dynamically link main product quantities with add-on quantities or automate pricing calculations.
This challenge represented more than a layout issue. It was a missed revenue opportunity and a confidence gap in the buying journey. Keller needed product pages that felt modern, guided, interactive, and transparent, where customers could explore options intuitively, understand total costs instantly, and proceed to checkout without hesitation.
High-Stakes Promotional Agility Blocked by Manual Discount Management
Keller International runs automatic threshold-based discount programs, a powerful promotional engine designed to increase cart values and reward bulk purchasing. However, while Shopify Plus handled discount logic at checkout, the communication of these promotions on the website relied on static banners and manually coded values. Updating discount percentages, strike-through prices, or threshold amounts required backend edits or developer intervention.
This process created operational friction. Marketing teams could not rapidly deploy new promotional campaigns, test discount variations, or respond quickly to seasonal opportunities. Each update carried the risk of human error, inconsistent display across desktop and mobile, and delayed go-live timelines.
From a customer experience standpoint, static banners sometimes displayed outdated information if the backend logic changed. This risked customer confusion, trust erosion, and increased support inquiries. In a competitive eCommerce landscape, inaccurate promotional messaging directly impacts conversion performance and brand credibility.
Keller needed a system that gave internal teams control without compromising technical integrity. They wanted to manage promotional messaging visually, adjust values instantly, and ensure responsive consistency across all devices without touching code or risking site stability.
This challenge sat at the intersection of marketing agility, technical architecture, and customer trust. Solving it required custom Shopify Plus development that blended dynamic content management, responsive UI logic, and seamless integration with existing discount automation, all while maintaining brand consistency and performance stability.
Increased Total Sales
More Orders
More Gross Sales
Improved Conversion Rate
A Full-Scale Shopify Plus UX Re-Architecture to Reclaim Brand Authority
WebDesk Solution approached Keller’s redesign as a strategic re-architecture rather than a surface-level visual refresh. Our objective was to realign perception with reality, transforming Keller’s website into a digital environment that reflected the authority, maturity, and scale of a true Shopify Plus enterprise brand.
We rebuilt the navigation system from the ground up, introducing a clean, hierarchical structure designed around user intent rather than legacy link accumulation. A fully customized mega menu was developed, enabling category visualization through structured layouts, iconography, and imagery, all manageable directly from Shopify’s backend. The search bar was repositioned into a high- visibility focal point, acknowledging its role as a primary discovery driver for returning customers. Every hover interaction, spacing ratio, and typography scale was tuned to feel deliberate, modern, and conversion-aware.
Mobile-first design was treated as a core requirement, not a responsive afterthought. Tap zones, menu stacking logic, and scroll behaviors were engineered to ensure fluid navigation across devices, eliminating friction that previously eroded mobile engagement.
The footer was reconstructed into a grid-based information architecture, organizing company details, resources, contact channels, and social touchpoints into instantly scannable sections. This not only improved usability but reinforced credibility and trust signals across the site.
Hero banners and promotional zones were redesigned with balanced composition pairing optimized imagery, bold typography, intentional white space, and strategically positioned calls-to-action. Financing messages, promotional offers, and key value propositions were separated into visual layers that guided attention rather than competing for it.
The outcome was a digital storefront that finally matched Keller’s brand stature: calm, confident, premium, and purpose-driven, built on Shopify Plus and engineered for sustained conversion performance.
Intelligent Collection Page Merchandising Built for Engagement and Agility
To transform product discovery, WebDesk re-engineered Keller’s collection pages into dynamic merchandising environments designed to influence browsing behavior and maximize promotional impact. We introduced visually compelling hero banners paired with direct, high-contrast calls-to-action that immediately guided shoppers deeper into product exploration.
Dynamic discount messaging was integrated directly into collection layouts, synchronizing promotional visibility with Keller’s automatic threshold-based discount engine. This ensured shoppers could see savings opportunities early in their journey, influencing cart-building behavior before checkout and encouraging higher order values.
Product grids were enhanced with smart visual merchandising features, including “Best Seller” and “New Arrival” badges, helping shoppers quickly identify popular or newly launched products. Grid spacing, image proportions, and responsive scaling were optimized to maintain clarity across desktop and mobile while improving scroll engagement depth.
Behind the scenes, we implemented a structure that allowed Keller’s internal team to update collection banners, messaging, and promotional emphasis without developer intervention. This empowered marketing teams to deploy campaigns quickly, test creative variations, and maintain momentum without technical bottlenecks.
Performance optimization was layered into every enhancement image compression, responsive asset delivery, and layout stability ensured fast load times even with richer content structures.
The result was a collection experience that no longer simply displayed products; it guided discovery, highlighted promotions strategically, and gave Keller the agility to adapt merchandising in real time within its Shopify Plus ecosystem.
Conversion-Focused Product Page Engineering with Real-Time Cross-Sell Logic
WebDesk Solution completely reimagined Keller’s product pages to transform passive browsing into confident purchasing. We restructured product descriptions into expandable, lightweight content modules that improved readability while reducing scroll fatigue. Customers could access details on demand without being overwhelmed by dense text blocks.
The “Popular Customer Add-Ons” section was repositioned directly beside the core purchase flow, placed under pricing and options, where decision-making naturally occurs. Instead of a hidden carousel, add-ons were introduced as interactive checkbox selections designed to feel intuitive and frictionless. This single structural shift dramatically increased cross-sell visibility.
We implemented advanced Shopify Plus logic to dynamically connect add-on quantities with the main product quantity, eliminating manual recalculation and ensuring bundle consistency. A real-time pricing engine was integrated so that every add-on selection immediately updated the total price on-screen. This transparency removed hesitation, strengthened trust, and reduced checkout abandonment risk.
To preserve visual context during consideration, we built sticky product imagery and thumbnail galleries that remained in view while users scrolled through content and options. This prevented disorientation and reinforced product confidence throughout the decision journey.
Every interaction was designed to feel modern, responsive, and intentional, merging UX design, custom Shopify Plus development, and conversion optimization into a single cohesive buying experience.
The outcome was a product page environment that actively encouraged exploration, clarified value, increased average order value, and guided customers seamlessly from curiosity to checkout.
A Dynamic, No-Code Discount Banner System for Real-Time Promotional Control
To unlock marketing agility, WebDesk Solution developed a custom HTML-based dynamic banner system integrated directly into Keller’s Shopify Plus environment. This system allows internal teams to update discount percentages, strike-through values, and threshold messaging through simple editable fields, completely eliminating the need for manual code edits or backend developer support.
We engineered the banner logic to automatically adapt layout dimensions based on content inputs, ensuring consistent responsive display across desktop, tablet, and mobile devices. Typography scaling, spacing rules, and color contrast were built into the system to preserve brand consistency regardless of the values entered.
Crucially, the banner messaging was synchronized with Keller’s existing automatic discount engine, ensuring that displayed promotions always reflected real checkout logic. This eliminated the risk of outdated or conflicting promotional communication, strengthening customer trust and reducing support inquiries.
From a marketing standpoint, the new system enabled rapid campaign deployment, A/B promotional testing, and seasonal updates in minutes rather than days. From a technical standpoint, it preserved site stability while introducing flexible content control.
This solution transformed discount management from a developer-dependent process into a self-sustaining promotional engine giving Keller the power to respond instantly to market conditions while maintaining accuracy, consistency, and performance across their Shopify Plus storefront.
The Shopify Plus redesign and optimization delivered measurable commercial and experiential impact:
Total Sales increased by 29.07%: The redesigned Shopify Plus experience created a smoother and more intuitive browsing journey. Frictionless navigation, a refined merchandising structure, and a modernized brand presentation made it easier for customers to explore and purchase with confidence. This directly contributed to a 29.07% uplift in total sales, demonstrating the commercial impact of an experience-led redesign.
Orders grew by 20.19% in the first quarter post-launch: By simplifying buyer journeys and improving product discovery, the new site encouraged more visitors to complete purchases. Customers could move from browsing to checkout with fewer interruptions and clearer decision pathways. As a result, overall order volume increased by 20.19% within the first quarter after launch.
Gross Sales rose by 17.23%: Enhanced promotional visibility, structured product presentation, and improved cross-sell opportunities made it easier for customers to find complementary products. Strategic placement of offers and clearer pricing communication encouraged higher purchase completion. This contributed to a 17.23% increase in gross sales.
Conversion Rate increased by 8.98%: The redesigned interface reduced friction at key decision points, from product selection to checkout. Clear calls-to-action, improved page layouts, and faster interactions strengthened buyer confidence and reduced hesitation. This resulted in an 8.98% improvement in conversion rate, confirming a more persuasive and trustworthy shopping experience.
Beyond metrics, Keller’s internal team gained new operational freedom, faster campaign execution, simplified content management, and dependable technical support through an ongoing retainer partnership. Customer feedback reflected a more premium brand experience, improved clarity, and easier shopping flow across devices.
Through strategic Shopify Plus redesign, advanced UX engineering, and custom promotional automation, WebDesk Solution transformed Keller International’s eCommerce ecosystem into a modern, scalable, conversion-driven digital storefront.
We resolved foundational navigation and brand presentation challenges through a rebuilt header, structured mega menu, and organized footer architecture. We elevated homepage storytelling and promotional clarity with rebalanced hero compositions and strategic call-to-action placement. We re-engineered collection and product pages to improve discovery, engagement, and cross-sell performance while introducing real-time pricing transparency and interactive add-on logic. And we delivered a no-code, dynamic discount management system that unlocked true marketing agility inside Shopify Plus.
The result is a fully responsive, enterprise-grade Shopify Plus experience that aligns brand perception with operational reality, empowering Keller International to scale confidently, engage customers more effectively, and sustain long-term growth in an increasingly competitive eCommerce market.
For businesses seeking a Shopify Plus website redesign, enterprise-level eCommerce optimization, product page enhancements, and dynamic discount management in the USA and Canada, Keller's transformation stands as proof that with the right strategic partner, complex digital challenges become powerful growth opportunities.
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