Brief
Evolving the online store with the brand identity
Les Minettes, a Quebec brand renowned for its gourmet and colorful universe, wanted to evolve its online store to better reflect its identity and growth.The Shopify theme used until then limited the possibilities for site evolution and no longer allowed for full utilization of the platform's modern functionalities. Maze was mandated to rethink the site's UX/UI experience and design a store capable of supporting the brand's evolution.
Goals
Clarifying the offer and improving the shopping experience
The project aimed to create an e-commerce experience more consistent with Les Minettes' bold and distinctive visual universe. Beyond the aesthetic dimension, the objective was also to clarify the catalog's organization, improve understanding of the offer, and facilitate navigation between the different types of products offered in the store.
Tools and partners
Complexity and challenge
A hybrid shop between brand and marketplace
The website's catalog had a significant particularity: it combined products from the Les Minettes brand and those from partner artisans. This hybrid structure created an experience challenge. Users needed to easily understand the difference between the brand's products and those from external artisans, while maintaining fluid navigation through the entire offering. The challenge was therefore to structure the catalog more clearly, while integrating these two realities into a coherent and intuitive experience.
Approach
Rethinking the Tree Structure and User Journeys
To meet this challenge, Maze undertook a complete restructuring of the site's tree structure. A new navigation logic was defined to clarify the catalog's organization and better distinguish the different types of offers. Partner artisans were grouped under a dedicated section called Le marché aux artisans (The Artisans' Market), clearly identifying this dimension of the catalog while integrating it naturally into the overall site experience. In parallel, all user journeys were redesigned using detailed wireframes to define a consistent experience structure before the design phase.
Solution
Clear architecture and a unified experience
The new experience is based on a simplified tree structure and more explicit labels, allowing visitors to quickly understand how the catalog is organized.
The Artisan Market section offers a dedicated space for partner creators, with artisan pages designed similarly to product pages. This approach allows each artisan to be presented while directly linking their profile to the products they offer in the shop.
The entire experience was first defined through detailed wireframes, then adapted and integrated into a Shopify theme optimized to support this new architecture.
- +10%Sales
- +36%Conversion rate
- +10%Average order value (AOV)
Results
A clearer, better-structured experience
The new store offers a more intuitive navigation structure, allowing users to quickly understand Les Minettes' offerings and those of their artisan partners. The experience now better highlights the brand's universe while making it easier to discover the creators on the platform. The store thus benefits from a clearer architecture and an e-commerce experience more consistent with the brand's identity and evolution.
“Maze is the definition of fast, professional, and reliable. They’re proactive and responsive — couldn’t ask for a better agency. Highly recommended!”
Les Minettes
