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Shopify Website Redesign Case Study: Zinnia Folk Arts

by Mallory Whitfield

November 20, 2018

We love it when our clients are so happy with our work that they return to us for additional services! That was the case with Anne from Zinnia Folk Arts, who we worked with a few years ago to set up her e-commerce website. Technology changes quickly these days, and with Google’s shift to mobile-first indexing, Anne came back to us more recently in need of a website redesign and better mobile solution. She told us:

This is my second time working with Aeolidia. My first website was designed by them 4 years ago and I loved the experience and the result. That design took my small folk art shop from a Minneapolis based business to an international business. This year (2018), I wanted to improve the website to be mobile responsive and to update a number of things that would allow the website to do more work for me—for example, informing the customer the quantity of an item left in stock, rather than having to update the site manually. The new site is beautiful, very intuitive, mobile responsive, and solves a number of problems for me and for the customer.

Anne was recently interviewed by the team at Clutch, a web design agency directory, about her experience working with us. We have zero control over what appears in Anne’s interview with Clutch, which we’ve shared below. If you’ve been considering working with us on a custom Shopify website, this is a great unbiased example of what the experience is like:


Please describe your company and your position there.

I own a small Mexican folk art import business with a brick and mortar store in Minneapolis, Minnesota, and an e-commerce website. We feature a selection of top-quality handmade Mexican crafts personally curated through visits to artisans in seven Mexican states.


For what projects/services did your company hire Aeolidia?

I engaged Aeolidia to update my e-commerce website and optimize it for mobile platforms.

What were your goals for this project?

The main goals were to increase conversions, improve the site’s mobile responsiveness, and simplify aspects of backend updating during online sales.


How did you select this vendor?

Aeolidia built my original site in 2013, and I was very happy with their methods and design. We were able to establish an online e-commerce presence, and I was pleased with the results.

I contacted them again in early 2017 for marketing suggestions to increase my conversion rate and focus more on the target customer. One of their many recommendations was that the site needed to be mobile responsive. I didn’t look for other vendors because I had been pleased with their earlier work.

Describe the scope of their work in detail.

The process began with a lengthy online questionnaire about my goals and desired results, followed by a phone call from the project coordinator to ensure we all understood the scope. Phase deadlines were established as well as what was required of me to keep the process moving.

I was very involved in the process, sharing several calls with them that included information additions or clarifications. They also provided explanations, analysis, and recommendations concerning my existing website. In the end, the team delivered a beautiful, completely revamped and mobile responsive Shopify site on time.

The new website features a streamlined backend for better control of inventory numbers, larger photographs, a well-designed pop-up for encouraging mailing list sign-ups, and an overall clearer picture of the purpose and story behind the business.

Zinnia Folk Arts Custom Shopify website for a Mexican folk art shop by Aeolidia
Zinnia Folk Arts home page design by Ann Parker
Zinnia Folk Arts Custom Shopify website for a Mexican folk art shop by Aeolidia
Zinnia Folk Arts site page design by Ann Parker

What was the team composition?

There were 8–10 people involved, which remained the same for the duration.


Can you share any outcomes from the project that demonstrate progress or success?

The new site is a definite improvement from my previous one. Many customers comment on its visual aesthetics and navigability. However, since launching five months ago, the conversion rate has not yet increased much. Many people, attracted by the blog information concerning Mexico and Mexican folk art, are visiting the site but are not converting to buyers.

How effective was the workflow between your team and theirs?

The workflow was very effective. Although the team is spread out across North America, their use of Basecamp facilitates easy communication and quick responses from everyone. This allowed me to track both their progress and my obligations to keep us on task. Scheduling was excellent, and they were receptive to feedback. Each individual’s role was clearly delineated and identifiable. They also coordinated well behind the scenes; my questions were always discussed by the right people and answered promptly.

What did you find most impressive about this company?

I have consistently been impressed with their design quality, responsiveness, organization, and in-depth understanding of Shopify’s capabilities. They are a creative team that takes the time to understand the heart of the business. They’re then able to reflect that in a visually appealing and articulate design.

I also appreciate the six-month status check to review data and evaluate performance areas requiring improvement. I look forward to the opportunity to discuss solutions with them that we assumed would resolve a problem but aren’t functioning as expected.

Are there any areas for improvement?

This is an excellent, well-run, organized, and experienced company. I can’t think of anything that should have been done differently.

Ready for a website redesign?

We’ve worked with hundreds of small business owners over the years, developing custom websites, creating beautiful brand designs, analyzing online stats, and offering marketing solutions that push their companies to the next level. Our area of expertise is with businesses at the tipping point who need a push away from their DIY efforts and over to where they can make much bigger sales.

If your plans for the new year involve a new look and new functionality for your website, check out our design schedule and get our rate sheet.

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