With a strong retail presence across Boots, M&S and Sephora, their DTC experience needed to work harder to educate, inspire and convert. Our role was to refresh Luna Daily’s Shopify site to better reflect the brand’s authority, inclusivity and ambition — without losing the simplicity and trust that underpin their daily care philosophy.
Luna Daily required a visual and functional refresh of their Shopify website, with a clear focus on improving product discovery, storytelling and overall usability. Alongside the redesign, the project needed to implement a series of best-practice UX and CRO improvements identified during our audit of their existing site. The goal was to elevate the customer journey, improve conversion performance and future-proof the platform, all while maintaining continuity for an established and loyal customer base.
The key challenge was striking the right balance between meaningful improvement and operational efficiency. Luna Daily needed a stronger, more flexible site experience that supported education, trust and conversion, but without committing to a full rebuild or heavy bespoke development. We had to enhance storytelling, optimise the customer journey and unlock better performance within the constraints of an existing Shopify setup, ensuring the site could evolve alongside the brand as it continues to grow.
We migrated Luna Daily to a more robust and flexible Shopify theme that allowed us to unlock a wide range of out-of-the-box functionality without introducing unnecessary complexity. This approach gave the team greater control over content, layout and merchandising, while enabling us to implement proven CRO improvements quickly and effectively.
The redesign focused on simplifying navigation, clarifying product benefits and improving how customers discover and understand Luna Daily’s range. We refined page structures, improved hierarchy and introduced clearer pathways between education, product detail and purchase, ensuring the site worked just as well for first-time visitors as it did for returning customers.
Brand storytelling was woven more intentionally throughout the experience, using flexible content sections to highlight Luna Daily’s science-led credentials, inclusive mission and category-defining expertise. Subtle UX enhancements — from clearer CTAs to improved mobile layouts — were implemented across key templates to reduce friction and support conversion.
By working within a theme-based framework, we delivered a site that feels elevated, purposeful and distinctly Luna Daily, while remaining fast, scalable and easy for the internal team to manage post-launch.
The refreshed site delivered immediate commercial impact, with a + 19% increase in conversion rate and a 4% uplift in average order value. Alongside performance gains, Luna Daily now has a more flexible, conversion-focused Shopify foundation that better supports product education, brand storytelling and ongoing optimisation, setting the business up for continued growth across DTC and retail-led audiences.
