Brief
Modernizing the platform and structuring the experience
C’est Belge is a boutique that celebrates Belgian culture through a selection of gourmet products, iconic objects, and culinary experiences. The company offers both in-house products and items from renowned brands like Tintin, as well as a restaurant. Maze was tasked with migrating the site to Shopify and redesigning the UX/UI experience to create a platform capable of supporting these various activities while offering clear and consistent navigation.
Goals
Clarifying the Offering and Facilitating Discovery
The project aimed to improve the readability of the offering and facilitate navigation between the brand's various universes. The new experience was intended to allow visitors to quickly understand the different facets of C'est Belge: the home products store, the selection of cultural and gourmet items, and the restaurant experience.
Tools and partners
Complexity and challenge
Three experiences on a single site
The project's complexity lay in the hybrid nature of the business. The site had to function simultaneously as an online store for in-house products, a sales platform for partner brands and licenses, including the Tintin universe, and an information point for the restaurant. These three realities implied different user experience logics: discovering gourmet products, browsing a brand catalog, and exploring a restaurant offering. The challenge was therefore to structure these experiences distinctly while maintaining overall coherence in navigation and brand identity.
Approach
Structuring the architecture around the brand's universes
The project began with an analysis of the existing site structure and the different types of content and products offered. Based on this analysis, Maze redesigned the information architecture to more clearly organize the brand's three main universes. The tree structure was rethought to allow visitors to quickly identify the different sections of the site and easily navigate between the store, partner products, and the restaurant experience.Detailed wireframes were developed to define page structure and user journeys before the design phase. This work optimized the information hierarchy, clarified entry points to different experiences, and simplified paths to purchase.
Solution
A Shopify platform designed for a hybrid ecosystem
The new platform was developed on Shopify to offer a flexible and scalable e-commerce infrastructure. The user experience was structured around the brand's different universes, making it possible to clearly distinguish between in-house products, partner brand items, and information related to the restaurant. This organization allows visitors to quickly understand the offering while exploring the entire C'est Belge universe.
The collection and product pages have been redesigned to better showcase products and facilitate navigation through the catalog. The interface maintains strong visual consistency that reflects the brand's identity while allowing each universe to find its place in the overall experience.
- +55%Sales
- +62%Conversion rate
- +116%Returning customer rate (RCR)
Results
A clearer and more faithful experience to the brand's universe
The new platform allows visitors to more easily understand the different facets of C’est Belge and to explore the offer smoothly. Migrating to Shopify also provides a stronger technological foundation to support the online store's operations, while enabling the team to manage its products and content more efficiently.
“The team was responsive, professional, and really tuned into our needs. Even with specific requests and mid-project changes, they handled everything with flexibility and care. ”
C'est Belge
