eCommerce Web Transformation Italian fashion meets modern digital commerce
UX Modernization
Performance Engineering
Checkout Optimization
Theme Refactoring
Responsive Design
CDN & Image Optimization
Adobe Commerce (Magento)
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Background
Project Overview

Stefanel - an iconic European fashion brand - needed to modernize its ecommerce experience to meet today's fashion retail standards. Their Magento 2 storefront suffered from outdated UI/UX, slow PLP & PDP load times (heavy imagery + legacy theme debt), weak mobile performance, instability during promo peaks, high PDP bounce rates on mobile, and checkout friction hurting conversion. Stefanel's mandate was clear: deliver a faster, visually modern, mobile-first shopping experience — without replatforming.

Stefanel Case Study Image 1
Challenges

The key obstacles we needed to overcome to transform the digital experience.

Heavy imagery → slow PLPs & PDPs

Unoptimized media and large product visuals inflated page weight and killed LCP.

Legacy theme debt

Years of patches made UI changes slow, brittle, and expensive.

Inefficient variant logic (sizes/colors)

Bloated JS and duplicated logic caused INP delays on mobile PDPs.

Checkout drop-offs

Friction in mobile payment/shipping selection led to lost conversions.

Seasonal instability

Black Friday/seasonal peaks degraded performance and slowed releases.

Stefanel Case Study Image 2
Solutions
Our strategic approach to solving each challenge with precision and expertise.
Full UX Redesign & Theme Modernization
Introduced a modern, editorial-grade UI aligned with Stefanel's brand identity
Built a complete responsive design system optimized for mobile-first browsing
Rebuilt PLP, PDP, and Checkout templates for clarity, speed, and consistency
Performance Engineering & Core Web Vitals Improvements
Native lazy loading for media
Dynamic adaptive image resizing
Migration of hero and key assets to WebP
~42% reduction in PLP image payload
Refactored variant selection logic
35% reduction in blocking JavaScript
Checkout Streamlining
Redesigned mobile checkout flow
Integrated trusted global payment providers
Simplified steps to reduce friction
Improved UX for shipping and payment selection
Infrastructure & Stability Enhancements
CDN integration for media & static assets
Full Page Cache tuning for faster responses
Load testing across device types
Promo-peak hardening to eliminate peak instability
 
Results
Page Speed & Performance
LCP improved from 4.7s → 2.1s (mobile)
INP improved by 38%
PDP page weight reduced by 31%
PLP render time improved by 42%
Conversions & UX
+12% checkout completion rate
–18% mobile PDP bounce rate
+19% increase in time on site
Demonstrably higher user satisfaction
Operational Stability
Zero instability issues during seasonal traffic peaks
Reduced theme debt → faster releases
More predictable, lower-cost maintenance
Business Impact
Loads significantly faster
Converts measurably better
Handles peak traffic confidently
Delivers a premium brand-aligned shopping journey
Reduces future development & maintenance costs
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