Streetline 
VIPONSSI
The brand needed a digital presence with the same point of view as the clothes.
Aluna Luxe
A Shopify rebuild shaped around mobile shopping, clearer product decisions, verified store information and a more deliberate path from discovery to purchase.
The Streetline rebuild shown here is complete through design, implementation and QA, but remains unpublished. The client’s existing Atelier theme is still the live storefront; all rebuild imagery comes from verified QA captures.
Context
Aluna Luxe is a founder-led hair brand selling Raw and Virgin bundles. The store was already attracting social traffic, but buying premium hair involves several decisions before price becomes meaningful: texture, Raw or Virgin, length and the number of bundles required.
The problem
During the audited 18 July to 17 August 2026 period, Shopify recorded 586 sessions from 520 visitors. Thirteen sessions added a product to cart and seven reached checkout, but none completed an order. The problem could not be reduced to visual polish: mobile presentation, product terminology, promotions, buying guidance and Shopify configuration were not always telling the same story.
Constraints
- 501 of 586 sessions were mobile, so mobile could not be secondary
- Raw and Virgin had to be explained without inventing unsupported quality claims
- Origin, lifespan, bleaching, processing and performance claims could only be published when evidence supported them
- Existing Shopify products, apps, policies and commerce rules had to be worked with rather than hidden
- The rebuilt theme had to remain unpublished while launch blockers and client approvals were unresolved
Key decisions
Audit before redesigning
Authenticated Shopify inspection established a shared source of truth for products, pricing, promotions, inventory, shipping and customer-facing content before visual decisions were made.
Design around buying decisions
The journey was organised around the sequence a customer needs: choose a texture, understand Raw versus Virgin, choose a length, then decide how many bundles are appropriate.
Treat mobile as the primary journey
With 501 of 586 audited sessions coming from mobile, the phone experience became the main design constraint rather than a desktop layout reduced at the end.
Publish only what could be defended
Confirmed product facts were used, while origin, lifespan, bleaching and universal performance claims were deliberately withheld when the available evidence did not support them.
Traffic was arriving. Orders were not.
The existing store already had attention, including traffic from Instagram and TikTok. This was not a zero-traffic problem, and the audited numbers establish the commercial baseline without claiming why customers did not purchase.
- 520
- 586
- 501
- 13
- 7
- 0
- €0
Authenticated Shopify figures from the pre-rebuild period. No matched post-launch comparison exists yet.
The rebuild started with evidence, not aesthetics.
The storefront and Shopify admin did not always describe the same commercial reality. The audit focused the rebuild on observable issues: weak mobile hero framing, customer guidance that rendered blank, navigation that disappeared over light product media, inconsistent option terminology and promotional presentation that did not consistently match actual variant pricing.
Make the product easier to choose.
Premium hair is not a simple one-click SKU decision. A shopper needs to understand texture, Raw versus Virgin, length and bundle quantity, so the rebuild turned those choices into explicit customer journeys rather than expecting specialist knowledge at the start.
Bring the buying decision into the product page.
The rebuilt product page brings the information needed to decide closer to the purchase action: Raw or Virgin classification, approximately 100g per bundle where confirmed, length choices, bundle-count guidance, quantity and verified payment or reassurance information.
Product-specific facts are structured around the selection itself, without adding unsupported origin, lifespan, bleach-to-613, zero-tangle or universal processing guarantees.
Design around the 85.5% majority.
501 of 586 sessions in the audited window were mobile. The phone experience therefore became the primary design constraint rather than a desktop layout reduced at the end.
- 85.5%
- 501
Before
After
Premium copy without invented claims.
Part of the work was deciding what not to say. Confirmed product information was separated from assumptions and supplier-style marketing language. Raw or Virgin classification, ordered double drawn, approximately 100g per bundle, bundle guidance and verified shipping or payment information could be used where supported.
Claims around exact origin, lifespan, bleaching and universal processing behaviour were withheld where the available evidence was not sufficient. That does not establish that those claims are false; it keeps the storefront from presenting uncertainty as fact.
Where the evidence was incomplete, the storefront says less rather than inventing certainty.
A storefront is not finished when the homepage looks good.
Release QA covered the customer journey rather than only static desktop screens. The retained evidence records navigation, the mobile drawer, product selection, Raw versus Virgin guidance, bundle planning, cart states, payment presentation, responsive overflow, video behaviour, reduced motion, search, account states and third-party commerce integrations.
The process reviewed the rebuild at 390, 430, 768 and 1440 pixels and intentionally surfaced remaining release blockers instead of manufacturing a perfect score.
- 206
- 4
- 4
QA surfaced commerce, search and legal or configuration issues that still need closure before the client publishes the rebuild.
Evidence so far
- Verified pre-rebuild baseline. Authenticated Shopify data established the 18 July to 17 August funnel: 586 sessions, 13 add-to-cart sessions, seven checkouts reached and no completed orders.
- Responsive release evidence. The rebuild was reviewed at 390, 430, 768 and 1440 pixels with retained visual evidence and interaction checks.
- Launch findings. QA identified remaining commerce, search and legal or configuration issues that must be closed before publication.
Where it stands
The Streetline Shopify rebuild is complete through implementation and broad design, responsive and interaction QA. Theme 205402341718 remains unpublished while the client’s Atelier theme 198293913942 is live, so commercial performance cannot yet be compared with the documented pre-rebuild baseline.
Next move: Publish the approved rebuild when the client is ready, then collect a matched post-launch measurement window before drawing conclusions about commercial impact.
Facing a similar constraint?
Explain what is happening now and where the current setup falls short.