Voile

Overview

Voile is a direct-to-consumer and B2B wholesale business that required a significant overhaul of their e-commerce website. They were experiencing slow site performance, which negatively impacted the customer experience, and their existing legacy Miva theme was no longer able to support modern best practices. As a result, they sought a fresh, modern solution that would not only improve speed but also better cater to both their B2C and B2B customers.

Challenges

The client’s old Miva theme was built using outdated code that was becoming increasingly difficult to maintain. The main challenges were:

• Slow Site Speed: The site was sluggish, leading to poor user experience, higher bounce rates, and lost sales.
• Poor User Experience: The design and functionality were not optimized for modern browsing behaviors, making navigation and checkout cumbersome for both B2C and B2B customers.
• Legacy Code Issues: Moving from the old theme to a new one required significant redevelopment to rewrite outdated logic and ensure that the site functioned smoothly within a modern framework.
• Dual Audience Needs: The site had to cater to both direct consumers and wholesale buyers, which required different user experiences for each group.

Solution

To address these issues, we implemented a comprehensive theme update using a new, modern Miva theme that adheres to the latest best practices in design, functionality, and performance.

1. Miva Theme Upgrade

We upgraded the client’s site to a fresh, responsive Miva theme, which included significant improvements in both design and technical performance. The new theme is optimized for speed, with clean, efficient code that enables faster load times and smoother interactions.

The Miva theme we selected provided a solid foundation, but it still required substantial adjustments and customizations to meet the client's specific needs and to carry over functionality from the legacy site.

2. Rewriting Legacy Code

One of the major tasks involved in the project was the migration from the client’s outdated legacy code to a modern codebase that adheres to the latest development practices. This meant rewriting much of the old logic, updating outdated templates, and ensuring that the site was compatible with the latest Miva features and tools. Our team worked diligently to ensure that all custom features from the previous theme were integrated into the new framework, without sacrificing performance.

3. Optimized Performance

Site performance was a critical focus. With the outdated theme, the client’s site suffered from long load times, which could deter customers and impact conversion rates. By utilizing modern development practices, such as optimized image loading, lazy loading, and reduced HTTP requests, we significantly improved the page load times and overall site speed. The result was a faster, more responsive site that improved the overall user experience.

4. Dual Experience for B2C and B2B

Given the client’s dual customer base (direct-to-consumer and wholesale), it was essential to ensure that the site provided tailored experiences for both groups. We worked closely with the client’s design team to implement separate B2C and B2B experiences—ensuring that features like pricing, product displays, and checkout processes were optimized for each audience.

For B2C customers, we focused on a streamlined, easy-to-navigate shopping experience. For B2B customers, we integrated bulk pricing options, account-specific pricing, and the ability to place large orders quickly and efficiently.

5. Collaboration with the Design Team

While our team handled the technical aspects of the site redevelopment, we worked in close collaboration with the client’s design team, who led the creative direction for the new site. This collaboration ensured that the final result was not only technically sound but also visually aligned with the client’s brand identity and business goals.

The new theme features a fresh, modern design with intuitive navigation, improved product filtering, and a more engaging user interface—all designed to enhance the customer journey and drive conversions.

Results

The new Miva theme and the corresponding updates delivered the following improvements:

• Improved Site Speed: The site now loads significantly faster, offering a smoother browsing experience for both B2C and B2B customers.
• Enhanced User Experience: With a modern design and optimized functionality, the site offers an intuitive, user-friendly interface that makes it easier for customers to browse products, complete transactions, and manage their accounts.
• Better B2B Functionality: Wholesale customers now enjoy a tailored experience with features like bulk ordering, custom pricing, and quick checkout processes.
• Increased Conversion Rates: The combination of faster load times, improved navigation, and a more engaging design led to higher user engagement and improved conversion rates.

Conclusion

By upgrading our client’s legacy Miva theme to a modern, performance-optimized solution, we addressed their site’s speed and usability issues and created a fresh, user-friendly experience that caters to both B2C and B2B customers. The successful collaboration between our development team and the client’s design team ensured the project’s success. The new site not only delivers a better customer experience but also positions the client for future growth with a flexible and scalable platform.

If you’re looking to upgrade your Miva e-commerce site and improve performance and user experience, contact us today to see how we can help!

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