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Aurelia Retail Group

A storefront rebuilt around the thing that was actually broken

Aurelia came to us for a redesign. The measurement said the problem was a 4.1-second largest contentful paint on mobile and a checkout that lost people at the delivery step. We fixed those first, and the redesign followed.

Client
Aurelia Retail Group
Sector
Retail
Run
6 months · Sep 2024–Feb 2025
Filed
2025-03-11
Capability
Web development · UI/UX and product design · Cloud and Azure solutions · Database solutions
Stack
Next.js · TypeScript · React · .NET 8 · Azure SQL · Redis · Azure Front Door · Stripe · Playwright

Impact

  • 4.1s → 1.2s

    Largest contentful paint, mid-range Android on 4G

  • +9%

    Checkout completion in the following quarter

  • 11

    Spreadsheets and subscriptions retired

Challenge

Retail
6 months · Sep 2024–Feb 2025

Mobile traffic was 68% of sessions and 31% of revenue, a gap the team had attributed to design. The site took 4.1 seconds to render its largest element on a mid-range Android over 4G, and the delivery-options step of the checkout re-fetched the whole basket on every change. Separately, every landing page for a campaign was a developer ticket, so marketing had built a parallel estate on a hosted page builder that nobody could account for in the analytics.

Solution

We ran a fortnight of measurement before proposing anything, and presented the performance findings before the design work. Rendering moved to the server with a token-driven design system underneath, images were reformatted and correctly sized, and the delivery step was rebuilt to change one field without discarding the basket. Content became structured — a campaign page is now a set of typed fields an editor fills in — which retired the shadow estate and put those pages back into the analytics. Performance budgets were wired into the pipeline in week two, so a later change that regressed them failed the build rather than shipping.

Plates

  • Continuous integration output showing the performance budget check, with largest contentful paint, cumulative layout shift and total bundle size each measured against their threshold.
    Plate 01The budget is a build gate. A regression fails the pipeline.
  • Redesigned checkout showing the delivery options step, with the basket summary held in place while a delivery method is changed.
    Plate 02The delivery step no longer discards the basket on every change.
  • Content editing screen showing a campaign landing page as a structured form with typed fields for headline, imagery, product selection and call to action.
    Plate 03Structured fields, not a rich-text box that eventually breaks the layout.

Testimony

The storefront is quicker and the numbers moved. The thing I did not expect to value most is that our own marketing team can now change a landing page without raising a ticket.

James Whitfield · Digital Director, Aurelia Retail Group5 out of 5

Adjacent records