Making Everyday Style Easier to Discover: The New Select by Shiva Experience

Fashion shopping should feel inspiring from the moment you arrive.

For Select by Shiva, we wanted the online experience to capture the same feeling as discovering a new favourite outfit — visual, effortless and easy to explore.

As the store grew across everyday styles, maternity wear, suits, sets and more, we saw an opportunity to make the journey from discovering a style to buying it much smoother.

That became the focus of the new Select by Shiva experience.

A More Intentional First Impression

The homepage was redesigned to give customers clearer ways to begin exploring.

A stronger hero section creates an immediate visual introduction, while categories such as Best Sellers, New Arrivals, Maternity, Suits & Sets, Co-ord Sets and Kurtis are presented clearly so shoppers can quickly find what interests them.

Trust elements such as customer support, free delivery, easy returns and quality messaging were also brought closer to the first interaction, helping customers feel more confident from the beginning.

Instead of filling the page with lengthy promotional banners, the new experience gives more space to products and meaningful shopping moments.

When Inspiration Becomes Shoppable

Fashion is visual.

So we wanted customers to experience the products rather than simply scroll through product grids.

Clearly defined Best Sellers and New Arrivals sections make popular and fresh styles easier to discover, while shoppable videos allow customers to see products in action and move directly from inspiration to shopping.

The result is a more natural journey:

Discover a style → See it in motion → Shop it instantly.

The Product Page, Reworked Around the Decision

Once a customer finds something they like, the product page needs to make the next step simple.

The redesigned experience introduces a better product image carousel, clearer colour and fabric options, size and style selections, and stronger visibility for offers and discounts.

Wishlist and sharing actions were also added, giving customers more ways to engage with products they love.

Sticky Add to Cart and Buy Now actions keep the purchase options visible while browsing, while payment icons and trust information provide additional reassurance before purchase.

Less Guesswork, More Confidence

Shopping for clothing online often comes with questions around quality, delivery, returns and fit.

The redesigned product experience brings important reassurance closer to the purchase decision, including Authentic Quality, Free & Easy Delivery, Easy Returns and Refunds, and Made in India messaging.

Product details, fabric information, and shipping and returns are also organized into clearer sections, making deeper information available without overwhelming the page.

Keeping the Discovery Going

Finding one outfit doesn't have to end the shopping journey.

The redesigned product experience introduces a more compact and purposeful cross-selling section through Complete the Look and related product recommendations.

Recently viewed and trending sections also help customers continue exploring without taking up unnecessary space.

Long product-image sections were reduced and replaced with shoppable video content, giving customers a faster and more engaging way to discover additional styles.

A Better Way to Explore the Collection

For shoppers browsing a larger collection, finding the right style quickly matters.

The collection experience was refined with clearer filters covering categories, price, size, colour, fabric and style.

Infinite scroll was also introduced to create a more continuous browsing experience, while improved filter presentation makes it easier to narrow down the collection.

The Cart, Designed Around the Next Step

The final stage of the journey was also redesigned.

A clear free-shipping message helps customers understand how close they are to the offer, while Complete the Look recommendations create opportunities to discover complementary products.

The total and checkout action remain visible with a stronger hierarchy, supported by payment badges that reinforce confidence at the final stage.

From Browsing to Buying

The transformation of Select by Shiva wasn't simply about giving the store a new look.

It was about making fashion discovery more visual, product decisions easier, and the path to purchase more direct.

From shoppable videos and clearer categories to stronger product pages, smarter filtering and a more focused cart, every part of the experience was designed to help customers move naturally from inspiration to action.

The redesign was carried out with ConversionAB, combining Shopify development, UX and conversion-focused thinking to create a more engaging shopping experience for Select by Shiva.

The store audit and optimization process was supported by FixMyStore, helping identify opportunities across the Shopify store and customer journey.

The result is a store built around a simple idea:

Style should be effortless to discover — and even easier to shop.