If you’re from Belgium, chances are you’ve walked into an e5 store at some point. With 55 locations across Flanders and a webshop that always seems to have just what you’re looking for, e5 isn’t exactly new to the retail game.
But even household names need a digital refresh now and then—especially when customers’ expectations evolve faster than fashion trends. So when e5 told us they were ready to level up their webshop experience, we didn’t just nod—we rolled up our sleeves.
Turning Browsers into Buyers (and Keeping It Stylish)
Step one: figure out what’s working, what’s not, and what’s quietly killing conversions. So we started with a full CRO (conversion rate optimization) deep dive—mapping out every must-have, could-have, and maybe-later feature using the MoSCoW method.
Behind the scenes, their CMS was also due for a glow-up—moving from Magento 2.3 to 2.4 for better support and smoother performance. Combine that with a new brand look, an updated customer journey, and the pressure to boost conversion rates? Let’s just say this project had layers.
A Little Hick’s Law, A Lot of Human Logic
Shoppers don’t want to think too hard—and that’s not an insult. It’s actually a UX principle. We used Hick’s Law to simplify the decision-making process online: fewer distractions, clearer paths, and a shopping flow that feels intuitive (not like a logic puzzle).
We also benchmarked competitors, pinpointed friction points, and worked closely with e5’s team to reimagine the online experience. Because great design isn’t just pretty—it performs.
Click, Scroll, Stay: A Webshop Worth Sticking Around For
From upgraded modules to smarter navigation, we tackled the technical to-dos while also zooming out: how are real people actually using the webshop? Google Analytics had answers. And those answers shaped everything from UI tweaks to blog functionality.
As e5 rolled out their rebrand, we helped bring it to life online—translating brand vibes into digital experiences that feel cohesive, compelling, and genuinely helpful.
To make sure every scroll and tap felt just right, we built out detailed Figma prototypes for both mobile and desktop. Test, refine, repeat. No assumptions, just results.
The Payoff? A Win for Everyone
The new webshop isn’t just a better version of the old one—it’s a smarter, faster, more flexible space for both shoppers and the e5 team behind the curtain.
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Customers now get where they want to go, faster.
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The e-commerce team can launch campaigns with fewer headaches.
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A/B testing is baked in—so they can keep improving with real data, not gut feelings.
Oh, and e5 walked away with two “Retailer of the Year” awards (men’s and women’s fashion). We’re not saying it was all the webshop… but we’re also not not saying that.
What’s one part of your digital experience that feels “good enough”—but might actually be holding you back?
Let’s find the gaps and turn them into growth.
