Overview

Baudoin & Lange is a premium footwear brand renowned for its handcrafted Belgian loafers and boots, combining timeless craftsmanship with contemporary style. Every pair is made by hand in the brand's own ateliers, and that same level of craft and care needed to be reflected in the way customers experienced the brand online. As the brand continued to grow, it wanted to ensure its Shopify store delivered an online shopping experience that reflected the quality and sophistication of its products.

WIRO partnered with Baudoin & Lange to review the existing customer journey, identify opportunities for improvement, and implement strategic UX and CX enhancements that made browsing, product discovery and purchasing more intuitive.

Client Objectives & Growth Goals

Rather than undertaking a complete redesign, the objective was to optimise the existing Shopify experience through targeted improvements that would enhance usability while preserving the brand's premium identity.

The key goals included:

Audit the end-to-end customer experience to identify friction points.
Create a prioritised roadmap of UX and CX improvements.
Improve site navigation and customer signposting.
Make product discovery easier through enhanced collection filtering.
Optimise the product buy box to better support purchasing decisions.
Introduce Buy Now, Pay Later functionality through Klarna to offer greater payment flexibility.

Challenges

Luxury eCommerce customers expect a seamless, intuitive shopping experience. Even small points of friction can impact product discovery and purchasing confidence.

The existing storefront presented several opportunities to improve how customers navigated the site, explored collections and progressed through the purchase journey. The challenge was to enhance usability without compromising the elegant, minimalist aesthetic that defines the Baudoin & Lange brand.

Rather than implementing isolated design changes, the project required a strategic approach that prioritised improvements based on customer experience and commercial impact.

WIRO's Approach & Process

Every optimisation began with understanding how customers interacted with the website.

Our team carried out a comprehensive Customer Experience (CX) Audit, reviewing navigation, collection structure, product pages and the overall purchasing journey. From these findings, we developed a prioritised optimisation roadmap, ensuring each recommendation aligned with both customer needs and the brand's commercial objectives.

The roadmap was then delivered through a series of focused Shopify enhancements, including:

Customer Experience Audit to identify usability improvements and prioritise future development.
Navigation and signposting enhancements to help customers browse the site more intuitively.
Improved collection filtering to make product discovery faster and more relevant.
Product buy box refinements to improve clarity and support purchasing decisions.
Klarna Buy Now, Pay Later integration, providing customers with additional payment flexibility for premium purchases.

Each improvement was designed to complement the existing brand experience while reducing friction throughout the customer journey.

Results Achieved

Through a structured programme of customer experience optimisation, WIRO helped Baudoin & Lange create a more intuitive and premium Shopify experience.Project outcomes included:By focusing on strategic optimisation rather than unnecessary redesign, the project established a stronger foundation for future eCommerce growth.

A comprehensive CX audit with a clear, prioritised optimisation roadmap.
Improved navigation and site signposting across the storefront.
Enhanced collection filtering to simplify product discovery.
A refined product buy box that better supports customer decision-making.
Successful integration of Klarna Buy Now, Pay Later.
A stronger customer journey aligned with the expectations of a luxury footwear brand.

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See how WIRO improved the Shopify customer experience for luxury footwear brand Baudoin & Lange with CX strategy, UX enhancements and Klarna integration.