Best B2C UX in eCommerce
INKEY – Shopify Plus
INKEY is a UK-based skincare brand focused on empowering consumers through knowledge and science-backed skincare. It operates globally via four direct-to-consumer (DTC) websites and retail partners. INKEY stands out for its educational, personalized digital experiences developed with Northern Artillery, including the Skincare Quiz, Build Your Own Bundle (BYOB), and Breakout Analyzer Pro. These tools are designed to improve conversion, retention, and average order value (AOV) by guiding users through tailored skincare journeys.
The Skincare Quiz, launched in 2020, helps new customers find personalized routines based on their skin concerns, delivering 258% higher conversion rates and 40% higher AOV. It’s supported by UX analytics and A/B testing to optimize engagement. BYOB, launched in 2024, targets returning customers by allowing custom bundle creation, driving 31% higher conversion and a 15.7x ROI. Breakout Analyzer Pro, launched in collaboration with Revieve and dermatologists, uses AI and facial recognition to diagnose acne, providing tailored recommendations and tracking skin progress.
These tools integrate seamlessly with Shopify using Vue.js, GraphQL, and AI-powered services like Microsoft Azure, delivering fast, responsive, and personalized shopping experiences. INKEY leverages platforms like Contentsquare and Dynamic Yield for insights and experimentation to continuously optimize the user journey and commercial outcomes.
Rab – Unified
Rab, a global outdoor performance brand, partnered with Unified to deliver a transformative UX overhaul that mirrors the quality, precision, and adventurous spirit of its products. In a fiercely competitive UK outdoor retail market, the new ecommerce experience stands out by delivering speed, usability, and emotional connection across all customer types – from elite mountaineers to everyday dog walkers. Through a collaborative research process, Rab and Unified identified key user pain points and aligned UX strategy to distinct personas: Core Mountain, Weekender, and Every Day.
The result is a lightning-fast, mobile-first site powered by Adobe Commerce, Hyvä and Storyblok, with intuitive navigation, robust comparison tools, dynamic product storytelling, and flexible content management. The experience is not only highly functional – it also reflects Rab’s sustainability values and heritage.
Key metrics show dramatic performance improvements, including a 450% increase in Paid Search & Shopping conversions and a 19% reduction in mobile checkout abandonment. The new UX supports technical decision-making that can impact customer safety on extreme expeditions, while empowering lifestyle users to find the perfect kit. It’s a digital experience built on trust, clarity, and deep understanding—setting a new benchmark for performance-led UX in the ecommerce space.
Real Agency – Shopify
Plenishdrinks.com is a plant-based wellness brand that recently gave its online store a full refresh. The goal was to make shopping easier, faster, and more enjoyable for customers. Moving to Shopify helped us create a cleaner, quicker site that works better on mobile and desktop.
We focused on the things that matter most to users, like being able to log in without a password, easily manage subscriptions, and check out with flexible payment options. Every update was based on real user behaviour and feedback, as well as insights from the Plenish team.
Since launch, we’ve seen strong improvements across the board, from better engagement to more people signing up for subscriptions. The site now supports a full wellness journey and helps customers build lasting healthy habits.
Royal Botanic Gardens, Kew – Adobe Commerce Cloud
The Royal Botanic Gardens, Kew is more than a global leader in plant science and conservation — it is a place where people connect with the beauty, complexity, and importance of the natural world. Its ecommerce platform extends that connection into the digital realm, offering visitors, members, and shoppers the opportunity to engage with Kew’s mission through botanical products, gifts, and educational resources.
To truly reflect the spirit of Kew online, we reimagined the ecommerce experience from the ground up — putting the user first at every step. Through deep research, data analysis, user testing, and a commitment to accessibility and innovation, we created a platform that not only drives commercial success, but also embodies Kew’s values, heritage, and future ambitions.
This project represents a best-in-class B2C ecommerce experience: deeply researched, user-first, accessible, scalable, and beautifully aligned to Kew’s brand and mission. It is not just a retail platform — it is the foundation for a fully unified digital journey that will serve Kew’s supporters, visitors, and members for years to come.
TEMPLESPA – Magento
British skincare brand TEMPLESPA partnered with eCommerce agency On Tap to enhance the user experience of their Magento storefront. The project focused on improving frontend performance, simplifying navigation, and delivering richer product content to better reflect modern consumer behaviour.
On Tap migrated the site from Magento’s Luma theme to Hyvä, maintaining TEMPLESPA’s brand design while significantly improving load speeds, mobile responsiveness, and content structure. Product detail pages were rebuilt to feature informative visuals, videos, and clearly presented product benefits. The interface now supports continuous scrolling on product listings, optimised page layouts for mobile users, and better SEO structure through cleaner code and metadata.
Working closely with TEMPLESPA’s team, the project was delivered over a two-month period with a collaborative, research-led process. Changes were informed by customer behaviour trends and competitor benchmarking, aiming to replicate a familiar, content-first browsing experience common across social media platforms.
Since launch, the site has shown improvements in engagement and performance, with early data indicating increased customer interaction and faster site speeds. The project highlights how thoughtful UX refinement, rather than total reinvention, can create a more accessible, responsive, and commercially effective online experience.
