Client's Testimonial

We knew our site's look and feel was holding us back, but we couldn't afford the downtime of a full redesign. The Developers.dev team was brilliant. Their UI/UX Design Studio POD proposed and executed a phased visual refresh that modernized our site piece by piece. The integration of the 3D product viewer has been a game-changer for our conversion rates. It was a perfectly executed project.

Head of E-commerce, UrbanStyle Furnishings

Client Introduction

A fast-growing online retailer in Australia specializing in bespoke furniture. Their e-commerce site was built on AngularJS and, while functional, suffered from a dated user interface and slow checkout process. They needed to improve the customer experience and integrate new features to compete with modern Shopify-based stores.

Problem

The client's sales were plateauing. Customer feedback indicated the website felt "clunky" and "old," and cart abandonment rates were well above the industry average. They needed to modernize their UI/UX and add innovative features like a 3D product viewer, but their small in-house team lacked the front-end expertise to execute this on their legacy AngularJS platform.

Key Challenges

Maintaining Brand Consistency

The new design needed to feel fresh but still aligned with their established brand identity.

Complex Product Configuration Logic

The site had complex custom directives for product customization (fabric, legs, finish) that could not break.

Improving Mobile Experience

The original site was not fully responsive, leading to a poor shopping experience on mobile devices.

Integrating Modern JavaScript Libraries

Adding a modern, WebGL-based 3D viewer into an old AngularJS application required expert-level skills.

Our Solution

We engaged using a Fixed-Fee Project model for the initial redesign and a T&M model for the feature integration.

🎨 UI/UX Design Sprint

Our UI/UX Design Studio POD conducted a one-week design sprint with the client. We produced high-fidelity mockups and a clickable prototype in Figma, establishing the new design language and user flows.

🔄 Phased CSS & HTML Refactoring

Instead of changing the AngularJS logic, we first focused on a "visual-only" upgrade. We refactored the existing HTML and replaced the old CSS framework with a modern, mobile-first one (Tailwind CSS), dramatically improving the look and responsiveness with minimal risk.

🛒 Checkout Process Optimization

We analyzed the existing checkout flow and rebuilt it as a more streamlined, single-page component within AngularJS, which directly addressed the high cart abandonment rate.

🧊 3D Viewer Integration

Our developers created a custom wrapper directive to safely integrate a third-party 3D viewing library into the AngularJS application, allowing it to communicate with the existing product configuration logic.

Implementation and Execution

Initial Assessment

The project team consisted of 1 UI/UX Designer, 2 Senior Front-End Developers (AngularJS experts), and 1 Part-Time PM.

Prioritized Fixes

Figma was used for collaborative design, allowing the client to leave comments directly on the mockups.

Staging Environment Build

The project was managed in Asana, with a clear timeline for the fixed-fee portion.

Iterative Refactoring

We created a separate development branch and a staging server for the client to review and approve all visual changes before they went live.

Pilot Testing

The 3D viewer integration was developed as an isolated component and A/B tested with a small subset of users before a full rollout.

The "Flip"

The entire project was completed in 3 months.

Positive Outcome

📈 25% Increase in Conversion Rate

The streamlined checkout and modern design led to a significant, measurable increase in sales.

📉 40% Reduction in Cart Abandonment

Optimizing the checkout process had an immediate positive impact.

📱 50% Increase in Mobile Engagement

The mobile-first redesign led to longer session durations and more sales from mobile users.

✨ Industry-Leading Feature

The successful integration of the 3D viewer became a major competitive differentiator for the client.

Why Choose Us

🤝 Integrated Design & Dev

✅ Low-Risk Visual Uplift

🧩 Hybrid Engagement Model

🔗 Expert Integration Skills

🎯 Outcome-Oriented

⚡ Fast Execution

🇦🇺 Australian Market Acumen

🔍 Transparent Process

✔️ Verifiable Results

Conclusion

This case study demonstrates that a legacy AngularJS application doesn't have to be a barrier to a modern customer experience. With a strategic, phased approach and deep front-end expertise, it's possible to achieve a dramatic visual and functional modernization that drives real business results, all without the cost and risk of a complete platform rewrite.

Enhancing User Experience for a High-Traffic Retail Platform without a Rewrite

Industry E-commerce & Retail