Dressing Paula

Services

Industry

Fashion & Apparel

Year

2026

First month post-launch

+40%

Sessions

+40%

Sessions

+73%

Add to Cart

+88%

Orders

Overview

+40% Sessions, +88% Orders: What Changed When Dressing Paula Left Its Old Platform

View Live Site View Old Site

Dressing Paula's website was migrated to Shopify with a full mobile UX overhaul — restructuring category navigation, search, the mobile menu, and product pages to reduce friction and guide shoppers toward checkout faster.

Before

Before

All tops listed in a single flat grid — sleeveless, blouses, and draped styles mixed together
Shoppers had to scroll and filter manually to find a specific style

After

Visual subcategory tiles added (Shirts & Blouses, Sleeveless, Short Sleeve) at the top of the collection
One tap surfaces the relevant products, reducing browse fatigue

After

Before

All tops listed in a single flat grid — sleeveless, blouses, and draped styles mixed together
Shoppers had to scroll and filter manually to find a specific style

After

Visual subcategory tiles added (Shirts & Blouses, Sleeveless, Short Sleeve) at the top of the collection
One tap surfaces the relevant products, reducing browse fatigue

Before

Before

Categories listed as plain text links (Tops, Dresses, Bottoms, Outerwear) with no visual cue
Shoppers had to tap into each category just to see what was inside

After

Thumbnail images added next to key subcategories (Signature Collections, Suprasoft™ Series, Power Suits, etc.)
Shoppers see the product style before they tap, reducing guesswork

After

Before

Categories listed as plain text links (Tops, Dresses, Bottoms, Outerwear) with no visual cue
Shoppers had to tap into each category just to see what was inside

After

Thumbnail images added next to key subcategories (Signature Collections, Suprasoft™ Series, Power Suits, etc.)
Shoppers see the product style before they tap, reducing guesswork

Before

Before

Product details buried in collapsed accordion tabs below Add to Cart — most shoppers never opened them

After

Details and Size section expanded by default, with each attribute (fit, material, lining) on its own line
Wishlist icon and persistent bottom nav bar added alongside the ATC button

After

Before

Product details buried in collapsed accordion tabs below Add to Cart — most shoppers never opened them

After

Details and Size section expanded by default, with each attribute (fit, material, lining) on its own line
Wishlist icon and persistent bottom nav bar added alongside the ATC button

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Dressing Paula

Dressing Paula's website was migrated to Shopify with a full mobile UX overhaul — restructuring category navigation, search, the mobile menu, and product pages to reduce friction and guide shoppers toward checkout faster.