A brand needed four things in one store at the same time: personalized products with custom input, bundles, orders from business customers and a choice between delivery and pickup. The standard theme's building blocks couldn't present that in a way people understood. We combined theme, apps and custom modules so it looks simple to customers, even though it's complex.
The case
The challenge wasn't a single feature, but how they all work together. A product page where you enter text for a personalization, put together a bundle and then also choose between delivery and pickup gets confusing fast. And business customers who order and pick up regularly have different processes than consumers.
What we built
- Input fields for personalization via a proven app, placed so the product page stays clear.
- Bundles and upsells that match the personalized products.
- Delivery and pickup as two separate paths. Someone picking up needs different information than someone getting a delivery: location, time slot, notes.
- Custom design elements like buttons, carousels and scrolling text, where the theme had no suitable solution.
- Email automations that fit both paths.
Important: not all of this is custom code. Where a proven app solves the task cleanly, we used it. Custom code was only used for display and usability, not for the purchase itself.
How to tell your theme isn't enough anymore
- You build three workarounds for one feature, and customers are still confused.
- Support keeps answering the same question about how things work.
- Different customer groups have to fight their way through processes that weren't made for them.
Your takeaways
- Custom code isn't an end in itself. It has to solve a concrete task for the customer, otherwise it's just maintenance overhead.
- Complex processes need simple interfaces. The store should carry the complexity, not the customer.
- Combine app, theme and custom module. The best solution is rarely just one of them.
- Think about customer groups separately. Business customers who pick up every week need a different path than consumers who order once.
Does your business not fit into a standard theme? We build what's missing, and only that.