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CaseOuterWings

Building a premium ecommerce experience for OuterWings

Molo partnered with OuterWings to create a premium Shopify ecommerce experience focused on conversion, product personalisation, and scalable brand growth.

Client
OuterWings
Industry
Apparel (Leather Patch Hats)
Services
Web Design · Development · Configurator
Timeframe
8 weeks
OuterWings — Building a premium ecommerce experience for OuterWings
Apparel · Shopify
The challenge

The business needed a more premium, scalable ecommerce experience capable of strengthening customer trust, improving usability, and supporting custom product configuration — without introducing friction into the buying journey.

Our approach

A focused plan, executed in-house.

  1. 01

    Designed a refined ecommerce experience aligned with the brand's premium positioning.

  2. 02

    Developed a custom hat configurator supporting personalised leather patch combinations.

  3. 03

    Improved product presentation, navigation, and mobile usability across the catalogue.

  4. 04

    Optimised conversion pathways and the Shopify checkout flow.

  5. 05

    Lifted overall site performance and responsiveness across the Shopify front-end.

  6. 06

    Structured the storefront for scalability as new product families are added.

The work

A closer look.

OuterWings — homepage editorial
OuterWings — collection landing
OuterWings — product detail page
OuterWings — mobile flow
Outcome

The new ecommerce experience meaningfully lifted conversion performance, elevated brand perception, and created a stronger foundation for long-term growth.

168%

Increase in revenue

92%

Increase in custom hat enquiries

228%

Increase in conversion rate

Why it worked

The decisions behind the numbers.

  • The configurator lifted engagement while keeping the buying process intuitive — personalisation without friction.

  • The experience aligned closely with how customers expect a premium brand to feel and behave.

  • Conversion-focused UX improvements cut friction at every step of the purchase journey.

“Molo has been fantastic to work with, their creativity in website development, thoughtfulness in marketing campaigns, and expertise in SEO. Their team is great, and I see a bright future for my business with them by my side!”
Zac BethelDirector - OuterWings

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