Brief
Clarify the offer, modernize the e-commerce experience and improve site performance
Dans le sac was undergoing a significant shift in its brand positioning. Over the years, the Shopify platform had accumulated multiple technical limitations caused by the continuous addition of plugins and isolated optimizations without a cohesive long-term structure.
Maze was mandated to modernize the e-commerce experience, restructure the site navigation, and support
the brand’s strategic evolution toward a more
low-impact approach.
Goals
The project aimed to create a clearer, more efficient user experience that better reflected the brand’s new direction.
At the same time, the site needed to improve its transactional performance through a stronger UX structure and
an optimized purchasing journey.
Tools and partners
Complexity and challenge
Balancing Brand Minimalism and E-commerce Performance
The brand was evolving from a positioning centered around zero waste toward a broader low-impact approach. This transition needed to be clearly reflected throughout the website without creating confusion for users already familiar
with the brand.
The complexity also stemmed from the coexistence of two distinct product offerings: Dans le sac products and products from external artisans. It became essential to structure the experience in a way that clearly communicated this distinction while maintaining a fluid and cohesive navigation experience.
From a technical standpoint, the site was suffering from significant technological debt. The accumulation of plugins and successive modifications had weighed down the Shopify ecosystem, impacting both site performance and long-term maintainability.
Finally, the website had originally been built in English. Transitioning to a fully bilingual experience required extensive reflection around content structure, translation, and the adaptation of user journeys for a
French-speaking audience.
Approach
Modernizing Dans le sac's Shopify Ecosystem
Our approach for Dans le sac was based on a clear objective: to support the brand's evolution while rebuilding a more efficient, consistent, and sustainable e-commerce experience for the long term. The project went far beyond a simple visual redesign. Over the years, the Shopify platform had accumulated several technical layers: plugin additions, one-off optimizations, quick adaptations, and fragmented navigation logic. This structure made the site more difficult to maintain, less performant, and limited the brand's future evolution.
We therefore began the mandate with a strategic reflection on Dans le sac's positioning. The brand was evolving from a discourse primarily focused on zero waste to a more global low-impact approach. This transition had to be naturally integrated into the experience without losing users already familiar with the brand's universe. The challenge was to clarify the offering, simplify user journeys, and better communicate the different product categories, particularly the distinction between Dans le sac products and those from partner artisans.
Our work revolved around a constant balance between brand minimalism and e-commerce performance. The experience was redesigned to maintain Dans le sac's refined and high-end aesthetic while enhancing the site's transactional efficiency. Every UX/UI decision aimed to make navigation more intuitive, improve product discoverability, and optimize purchasing journeys.
The collection and navigation structure was completely revamped to better organize the catalog and simplify product exploration. More advanced filters were integrated to allow users to navigate more easily through the brand's growing offering.
In parallel, significant technical work helped to clean up the Shopify ecosystem. We reduced reliance on plugins, optimized the site's structure, and modernized several components to improve the platform's overall performance, stability, and maintainability.
Solution
A restructured and high-performing Shopify experience
The navigation was completely redesigned to better organize collections and simplify access to products. Categories were restructured, and advanced filtering systems were integrated to improve catalog exploration and make product discovery more intuitive. A significant amount of visual refinement was also carried out to preserve the brand’s minimalist and premium aesthetic while improving the site’s transactional performance. Striking the right balance between branding and CRO remained at the core of every UX/UI decision.
The site structure now allows for a clearer distinction between Dans le sac products and partner products, while maintaining a cohesive and seamless shopping experience.
From a technical perspective, several optimizations were implemented to clean up the Shopify ecosystem, reduce dependency on plugins, and improve the platform’s overall stability and maintainability. The project also included the full adaptation and translation of the website in order to create a more thoughtful and consistent bilingual experience.
- +27%RCR
- +13%VENTES
- +18%AOV
Results
A modernized platform aligned with the brand’s evolution
Thanks to this transformation, Dans le sac now benefits from a clearer, more efficient, and better-structured Shopify platform. The user experience is smoother, navigation makes product discovery easier, and the overall offering is more easily understood by visitors.
The website now supports both the brand’s strategic evolution and its e-commerce performance goals, while preserving the minimalist and premium aesthetic that defines Dans le sac.
“The Maze team was incredibly attentive during our Shopify website redesign. They supported us throughout the process and offered different strategies to help us find what worked best for our needs (and our budget). They’re also very responsive and quick to act on any questions or minor updates.”
Dans le sac
