How we approached a D2C rebuild: before & after
A rebuild is only worth it if it moves the numbers that matter. Here's how we approached one, from diagnosis to the results it produced.
The diagnosis
The old store looked fine but leaked everywhere it counted: slow product pages, a clumsy checkout, and analytics too broken to trust. Traffic wasn't the problem — the funnel was.
We started by measuring the truth, not by redesigning for taste.
The decisions
We rebuilt headless for speed, simplified the checkout to the essentials, and wired in server-side tracking so every step was finally visible.
Nothing was changed for novelty — each decision tied back to a specific leak.
The after
Product pages dropped to around a second, checkout completion climbed sharply, and for the first time the team could see exactly what was working.
The lesson: rebuild around the numbers, and the design takes care of itself.
