Brief
After B2B, designing an experience around the consumer
After designing its B2B platform for retailers, Soha entrusted Maze with the complete redesign of its B2C online store. This new mandate was not about adapting the wholesale website, but about rethinking an experience for people discovering the brand, choosing a piece of jewellery for themselves or looking for a gift.
The project brought together a comprehensive UX/CRO audit, a rebuilt site architecture and customer journeys, alignment of the interface with Soha’s identity, and a Shopify website redesign. It also included AI Agent Ready preparation focused on search and the organization of product information and content. Together, these elements were intended to make the store a place for discovery and trust, beyond its transactional role.
Goals
Bringing the brand to life, making choices easier and building purchase confidence
The goal was to bring the discovery of Soha’s world closer to the purchase decision. The website needed to inspire people to explore collections, picture themselves with the products and understand their value, while offering a clear path to purchase. Treating oneself, finding a gift or returning to discover new arrivals called for tailored entry points, rather than a single way to browse the catalogue.
The redesign therefore aimed for a structure aligned with how customers search and choose: by product type, style, occasion or budget, with technical information available when it becomes useful. Particular attention was given to mobile, the visibility of B2C policies and reassurance elements. The aim was to better convert existing interest while building a consistent experience that makes people want to return to the brand.
Tools and partners
Complexity and challenge
One brand, two distinct ways of buying
The B2B platform needed to help retailers build their orders efficiently. B2C follows a different logic: customers are not assembling an assortment for their store, but finding a piece that feels like them, treating themselves or giving something meaningful. Reusing the same priorities would have left too little room for discovery, emotion and imagining the product in their lives.
The challenge was to bring Soha’s world to life without letting aesthetics overshadow guidance. Visuals, storytelling and context needed to inspire desire, while information about materials, sizing, care and availability needed to help customers confirm their choice. The brand story could not replace product information, just as the catalogue could not erase Soha’s personality.
Policies and commercial information also needed to reflect retail purchases. Questions about shipping, exchanges, warranties and support are different from those in a wholesale relationship. The goal was to provide the right answers at the right moments, particularly on product pages and before checkout, without overloading the experience or carrying over B2B rules.
Approach
Starting with behaviour to rebuild the experience
The project began with a comprehensive audit combining Shopify Analytics, GA4, Klaviyo and Hotjar. The analysis covered the full journey: arrival on the website, navigation, collections, product pages, cart, checkout and retention. Hotjar observations served as qualitative signals to complement transactional and navigation data, rather than as standalone evidence of behaviour.
The audit also proposed four purchasing profiles: the brand enthusiast, the gift buyer, the impulse buyer and the bargain hunter. This understanding of motivations and barriers informed the site architecture and content hierarchy. The website structure was rethought around consumer intentions, distinguishing the categories that guide discovery from the attributes that help narrow down a choice.
We translated this work into a UX/UI experience aligned with Soha’s branding. The brand work aimed to bring its identity to life across pages, visuals and the tone of the content, connecting storytelling moments with useful purchasing information. Policies and reassurance messages were addressed in a B2C context, rather than carried over from the wholesale journey.
In parallel, the AI Agent Ready component focused on preparing search and information: clarifying content, organizing product attributes and making essential answers more explicit. This work aimed to lay foundations for AI-assisted search and support, while keeping the human experience at the heart of the website.
Solution
A B2C store where brand experience and information work together
The new Shopify website brings together a rethought discovery structure, a consistent brand expression and content organized around the purchase decision. The site architecture and journeys reflect consumer needs rather than wholesale ordering, making room for both exploration and the search for a specific product.
Storytelling and the expression of Soha’s world support the presentation of the catalogue. Brand content gives meaning to discovery, while product information helps customers understand features and make an informed choice. The content hierarchy connects these two dimensions, particularly on mobile, without treating immersion and efficiency as opposing goals.
Reassurance is part of the journey rather than confined to policy pages. B2C-specific content helps customers find answers about shipping, exchanges, warranties and guidance at the stages where they need them. This continuity connects brand discovery, product pages and preparation for checkout.
AI Agent Ready preparation complements the redesign through work on information clarity and organization for search. It lays the foundations for more explicit content to support discovery and assistance through AI agents, without reducing the store to a technical catalogue or replacing its visual and narrative expression.
Results
A website designed to help people choose Soha, not just place an order
The redesign gave Soha a B2C experience distinct from its wholesale platform, while maintaining a shared brand identity. The new website combines a structure centred on purchasing intentions, a stronger brand presence and information organized to support choice.
Soha now has a foundation connecting discovery, storytelling, trust and transactions, with preparatory content work for AI-assisted search. The audit provides reference indicators to track conversion and retention after the redesign and guide future optimizations.
“We brought Maze in to audit and rebuild our first Klaviyo flows, and we’re thrilled with the outcome. Their professionalism stands out, it’s something you rarely see, even with more well-known agencies. What I especially appreciated is that they don’t try to do everything: they specialize, and it shows in the quality of their work.”
Soha
