UX Discovery for eCommerce Projects

Rebuilding a store without discovery means paying to move the same problems onto a nicer theme. Instead of just changing how your store looks, we uncover what is actually broken, align the site with your business goals, and lock down the scope. This ensures we fix your conversion problems rather than just moving them to a new theme. It is also where most of the scope arguments get settled, before anyone has written code.

Book a Discovery Call Our Work
Gen Y Logo
Memphis Drum Shop Logo
Logo STX
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Shopify Platinum Partner

16+

Years in business

500+

Projects Delivered

65+

Team Members

98%

Client Retention

Before scope

Where the build gets defined

Scope written from assumptions produces change requests from month two, and those are the expensive kind. We run discovery before a fixed scope is agreed so the requirements come from the analytics and the customer journey rather than from a kickoff meeting.

0

Customer-facing disruptions at Alto Music during migration

Alto Music moved platforms with no customer-facing disruptions and 40% lower maintenance afterwards. A cutover that quiet is a discovery outcome, because the things that break during a migration are nearly always the ones nobody documented beforehand.

500+

Projects delivered since 2010

We have delivered over 500 eCommerce projects, which is where the discovery questions come from. Knowing which five things go wrong on a replatform is worth more at this stage than any amount of general research.

One brief

Client and team working from the same findings

Discovery ends with a document everyone has read: the client, strategy, UX, design and development. Disagreements about priority happen there, on paper, rather than in design review when changing direction costs a sprint.

Working with the Shero team was professional, efficient, and inspiring. The Shero development team was extremely competent and provided solid solutions for our needs, as well as addressing any bugs or issues that arose during the process.

Shaun Carman, eCommerce Manager, Memphis Drum Shop

What discovery looks at

Analytics and behavior data, the paths customers take to purchase, site architecture and navigation, merchandising, existing functionality, mobile behavior, and the operational requirements the business has that the current site works around. The mix shifts depending on whether the project is a redesign, a replatform or a new build.

  • Analytics and behavior review
  • Customer journey and conversion path mapping
  • Site architecture and navigation
  • Merchandising and catalog structure
  • Existing functionality audit
  • Competitor and category review

Why projects start here

Design decisions made without evidence get defended on taste, and taste arguments are the slowest conversations in a build. Discovery replaces them with findings, which means design review becomes a check against the brief rather than a negotiation.

01

Analytics read before anyone offers an opinion

Where people leave, which pages carry the revenue, how the mobile path differs from desktop, and what internal search tells you the catalog is missing. These answer most of the questions a redesign kickoff tends to argue about.

02

The real purchase path, not the one on the whiteboard

Buyers rarely move through a store the way its navigation assumes. Mapping the paths that end in orders, and the ones that end in exits, usually changes the information architecture more than any stakeholder request does.

03

The operational requirements the current site works around

Teams build workarounds for things the platform cannot do, and those workarounds stop being visible after a year. Finding them during discovery is what keeps them from being rebuilt by accident or dropped without anyone noticing until go-live.

04

Scope written from findings rather than from a wishlist

A requirements list assembled from internal requests tends to be long, undifferentiated and expensive. One written from discovery is shorter and defensible, and it makes the cut decisions at the end of a budget conversation much easier.

05

It feeds the design brief directly

Everything discovery produces ends up as a constraint or a requirement in the design phase, which is why the two run back to back. Our design and UX team works from the discovery document rather than from a separate creative brief.

06

It sets the development scope too

Integrations, custom functionality and platform limits all get identified here, which is when they are cheapest to plan around. On Shopify Plus builds this is where we decide what becomes a Function, what becomes an app and what does not get built at all.

Our Work

View All
Musical instruments and audio equipment

Alto Music

Alto Music, a longtime music retailer with loyal customers, collaborated with Shero to switch from Magento 2 to Shopify. They successfully maintained their popular Altobucks loyalty program while moving to a more user-friendly and cost-efficient platform. The transition ensured all loyalty benefits remained intact, and they achieved a 40% reduction in ongoing maintenance expenses.

Alto Music
Sports equipment for lacrosse and field hockey

STX

Looking to scale alongside growing global markets and competitor consolidation, the premium American manufacturer of lacrosse, field hockey, and ice hockey equipment, partnered with Shero to migrate from Adobe Commerce (Magento) to Shopify, delivering a unified D2C and B2B experience, custom ERP integration, and a refined storefront that reflects the engineering quality of their products.

STX
Luxury wines packaged in cans

Archer Roose

Discover how Shero Commerce redesigned Archer Roose's Shopify store with a Theme 2.0 migration, an interactive product showcase, mobile optimization, and enhanced marketing integrations to improve UX and increase ROAS from email marketing.

Archer Roose
Specialty coffee roasting (D2C and B2B)

Valentine Coffee Co.

With an existing Shopify build that no longer reflected its premium positioning, the Milwaukee specialty coffee roaster, serving both D2C customers and a growing B2B wholesale base, partnered with Shero to deliver a full design and functionality refresh in 8 to 10 weeks ahead of the holiday season. The project included a refined dark-mode aesthetic, native RoasterTools integration, and a B2B wholesale flow integrated into the storefront.

Valentine Coffee Co.

The problems that survive a redesign are the ones nobody looked for before it started.

Tell us what you are planning to rebuild and why. We will come back with what discovery would cover for your project and what it typically turns up on sites like yours.

Book a Discovery Call

How a discovery phase runs

01

Business and goals review

What the business needs the site to do, what is changing, and what success looks like in numbers rather than adjectives.

02

Analytics and behavior analysis

Conversion paths, drop-off points, mobile behavior, internal search and the pages carrying the revenue.

03

Architecture and functionality audit

Navigation, catalog structure, existing custom functionality and the operational workarounds in use today.

04

Competitor and category review

What buyers in your category expect as standard, and where the current site falls short of the convention.

05

Findings and recommendations

One document covering the findings, the recommendations and the scope they imply, reviewed with the client before design starts.

Frequently asked questions.

Can't find what you're looking for? Reach out to our team.

What our clients say.

We design experiences that make a difference. See what our clients have to say about working with us.

Alto Music

"As a long-time client, we at Alto Music have always appreciated their technical expertise, but their recent migration of our site from Magento 2 to Shopify was exceptional. Shero preserved the essence of our beloved loyalty and rewards program, seamlessly integrating it into Shopify’s more efficient framework. The transition not only retained our unique features but also significantly simplified site management and reduced costs. We’re thrilled with the results and highly recommend Shero for any e-commerce needs."

Bobby Montemurro

VP Sales & Marketing / Alto Music

Memphis Drum Shop

"Working with the Shero team was professional, efficient, and inspiring. The Shero development team was extremely competent and provided solid solutions for our needs, as well as addressing any bugs or issues that arose during the process. Working with Shero exclusively through video technology was a new concept for our team that forced us to embrace modern methods of communication that will likely benefit our future relationships and business endeavors."

Shaun Carman

eCommerce Manager / Memphis Drum Shop

STX

"Since partnering with Shero Commerce, our eCommerce revenue has grown by 200%. Their 24/7 support and innovative solutions have been game-changers for our business. "

James McKenna

Senior Commerce & CX Manager / STX

Invisible Bead Extensions®

Working with Shero Commerce on our migration from WordPress to Shopify was honestly such a pleasant experience. We’d been on WordPress for five years with tons of content and very specific styling, and moving all of it into one cohesive Shopify site was no small feat — this was a genuinely complex, highly technical migration. But they pulled it off on deadline with zero errors and zero issues. Their team showed up with everything we needed: a project manager, multiple developers, marketing leads, email specialists, and CRO experts, all coordinated through dedicated meetings and a real task management system. They also designed several high impact conversion pages so our digital presence didn’t just function better — it looked beautiful too. Since migrating, we’ve seen an increase in revenue thanks to having one simplified, cohesive platform. I’m so grateful for how seamlessly they executed this, and I’d recommend Shero Commerce to anyone facing a migration like ours.​​​​​​​​​​​​​​​​“

Jasmine Hadjis

CEO, IBE / Invisible Bead Extensions®

And you?

Let's build something great together.

Ready to scale your eCommerce business? Tell us about your project and we'll get back to you within 24 hours.

Email
[email protected]
Locations
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