Swimshop2u
Swimshop2u is a Malaysian swim shop offering swimwear, goggles and specialist equipment for everyday swimmers and competitive athletes.
A clearer way to shop for swimwear and equipment.
We redesigned Swimshop2u’s Shopify theme to make its wide range easier to browse. Clearer navigation, more focused homepage sections and useful product guidance help customers find a starting point and understand their options. Browsing and sales data guided what to bring forward, balancing familiar favourites with specialist ranges that needed more visibility.
- Country
- Malaysia
- Industry
- Swimming & Sports Retail
- Services
- Shopify Theme Redesign
- Conversion Rate Optimisation
- UI/UX Design & Audit
- Shopify Retainer
01The problem
Finding the right product took too much effort
Swimshop2u had a wide range of brands, sports and specialist products, but finding the right item took too much work. The oversized header and crowded navigation competed with products, and the search bar was easy to miss. Repeated menus and long filter lists made it harder to narrow the choice.
On the homepage, promotions and product sections had similar visual weight. Customers who knew what they wanted needed a quicker route in, while those still exploring needed clearer categories and more help choosing.
02The approach
Use data to decide what comes first.
We wanted the website to feel like visiting a well-organised swim shop: easy to find the right department, browse the range and get help when a product needs explaining.
We compared what customers viewed with what they bought to decide how to arrange that experience. Views showed what people were looking for; sales showed which ranges mattered commercially. Together, they guided the order of the homepage and which categories needed more visibility.
Water polo was a clear example: it generated meaningful sales despite low browsing visibility. We gave it a quick shortcut and a place in Shop by Activity, making it easier for customers to find.
Top of the homepage
Help customers find what they came for.
Like clear signs at a shop entrance, search, navigation and shortcuts point customers towards a familiar brand, sport or product. New arrivals and key departments follow, giving purposeful shoppers a quick way into the range.
Further down the homepage
Help customers discover what suits them.
For customers still browsing, featured products invite a closer look. Technical explanations and buying guides play the role of helpful shop advice, giving people context before they choose.
03The redesign
Make the starting point clear.
A compact header makes search easier to find. The mega menu groups products into clear departments, helping customers reach the right range.
Browse like you would in a physical store.
Like a shop’s front display, New Arrivals and Hot Items show what’s new and popular, giving returning customers a reason to browse again.
Let the sport be the starting point.
Clear activity categories help customers find gear for their sport, from water polo to open-water swimming.
Give swimwear the spotlight.
As a core department, swimwear gets a prominent display with large photography and clear routes for women, men, girls and boys.
Tell the story behind the bestsellers.
Dedicated product displays pair key items with imagery of them in use, inviting customers to pause and explore.
Give specialist departments their own space.
Racing suits and training equipment have dedicated departments, helping competitive swimmers find specialist gear with guidance to support their choice.
Share product knowledge and swimming stories.
Buying guides, product stories and Deckpass Club content share Swimshop2u’s knowledge and connect customers with the wider swimming community.
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