Concept 05
A storefront rebuilt around the two hundred milliseconds that decide a sale.
- Sector
- Direct-to-consumer retail
- Disciplines
- Web, Growth, Brand
- Year
- 2025
- Status
- Concept project
The premise
A DTC brand's catalogue has outgrown its theme. The product page takes four seconds on a mid-range phone, merchandising requires a developer, and paid traffic is being bought to land on a page that loses a third of its visitors before it renders.
How we would approach it
- 01
Treat speed as a design constraint
A performance budget set before the first layout, enforced in CI, measured on real devices on a throttled network — not on a laptop in an office.
- 02
Give merchandising back to merchandisers
A composable content model where campaigns, collections and editorial are assembled by the marketing team without a deploy.
- 03
Motion that supports the decision
Interaction used to communicate material, scale and fit — the things a customer cannot touch — and removed everywhere it only performs.
- 04
Instrument the funnel honestly
Server-side events, a single source of truth for conversion, and experiments designed to be capable of failing.
What we would build
Headless commerce architecture
Design system and merchandising content model
Performance budget enforced in the pipeline
Experimentation and attribution setup
What it is meant to prove
Concept goal: demonstrate that page performance and creative ambition are not a trade-off, and that merchandising velocity is a growth lever.
Stated as an objective, not an outcome. This concept has not been delivered for a client, so there is no measured result to report — and we will not invent one.
Next concept
Vantage
Start a project
A first conversation is a conversation, not a pitch. Bring the problem in whatever shape it is currently in — we will tell you honestly whether we are the right people for it.
- Typical first engagement
- 2–3 weeks
- Working model
- Embedded, in your tools
- Reporting
- Weekly demo, monthly review
- Handover
- Documented, always