Work: Ecommerce · Shopify

Luxury wallpaper, rebuilt to sell.

Organization
Ellie Cashman Design
Platform
Shopify
Markets
US · UK · Europe · Canada · International
Role
UX, UI, Shopify development, SEO
Timeline
8 months
Explore elliecashmandesign.com (opens in a new tab)

The work

A hand-painted wallpaper brand, moved from Magento 2 to Shopify and redesigned for people who buy luxury.

Ellie Cashman paints large-scale florals and sells them as wallpaper, fabric and décor. The old store was slow to change and hard to scale. The new one runs five markets from one Shopify build, prices a custom wall in real time, and is built on more than 20 custom templates.

0%

Organic search traffic lost after launch. More than 1,000 old URLs were redirected, so every ranking followed the move.

20+

Custom templates, from the room-scene home to the product page.

1:1

Custom-developed configurator. What the customer previews is exactly what gets printed.

Sites for five markets

I

Sketch to storefront

Many templates were agreed in wireframes before any artwork went in. Ellie’s art comes in and sets the mood.

II

A configurator that sells the custom job

Custom wallpaper is a hard thing to buy: how many strips, how much overage, what will it cost? The configurator answers as you go. Enter the wall, scale the pattern from 100% to 200%, drag it into place over a ruled, strip-by-strip preview — and the strip count, overage and price update with every move.

Wall dimensions

in
in

We add extra for installation.

Custom scale and position

160%

Drag the pattern to place it.

Strip width
Number of strips
Total wallpaper width
Total wallpaper height
Width overage
Height overage
Total wallpaper area
Price

This wallpaper preview shows how your custom wallpaper will be printed.

Press Play to watch it work, or take over any time: type a wall size, scale the pattern, drag it.

The art is the product.

Brand guidelines

Didot and Avenir, in ink and warm neutrals.

The interface stays quiet, with a few signal colors, so the color comes from Ellie Cashman’s art. A partial look at the tokens and type behind every template:

Typefaces

Display face

Didot

  • 500

Text face

Avenir

  • 400
  • 600

Color

  • Ink Headings, primary buttons On white 18.88:1 AAA #111111
  • Graphite Body copy On white 7.46:1 AAA With ink 2.53:1 Fail #555555
  • Primary Accent, links On white 4.59:1 AA With ink 4.12:1 Large only #DD3327
  • Vermilion Sale labels, mobile titles On white 4.56:1 AA With ink 4.14:1 Large only #D73F0F
  • Teal Pre-order labels On white 5.12:1 AA With ink 3.69:1 Large only #177983
  • Ocean Custom labels On white 5.91:1 AA With ink 3.2:1 Large only #156C8C
  • Gold Review stars On white 2.03:1 Fail With ink 9.3:1 AAA #E7AC2F
  • Parchment Panels, dividers On white 1.19:1 Fail With ink 15.81:1 AAA #F3EAD9
  • Line Borders, fields On white 1.19:1 Fail With ink 15.84:1 AAA #EBEBEB

In use

Type · Didot and Avenir

Dark Floral

Wallpaper, made to order

Hand-drawn, large-scale designs printed to order on premium papers, with free samples and expert help choosing the right roll count.

Display · Didot
70 · Medium
Heading · Didot
40 · Medium
Body · Avenir
16 · Regular
Button · Avenir
12 · Semibold · caps

Buttons

Add to cart Order a sample

Labels and reviews

Sale Pre-order Custom

Reviews

Free samples · Expert help · Made to order

Scope

Next case study Making labor history visible

Have a store that needs to sell better?

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