OTO needed a more modern, flexible and engaging platform that could educate customers while supporting long term ecommerce growth.
OTO’s previous ecommerce site no longer reflected the quality or ambition of the brand. The design was dated, product discovery was limited and the user journey made it difficult for customers to understand a developing product category. Mobile performance created friction and the ageing technology stack restricted organic growth and weakened the impact of paid and organic marketing. To move forward effectively, OTO needed a complete redesign with clearer UX, stronger storytelling and a scalable Magento 2 foundation that could support future development.
Our approach focused on clear UX, stronger product education and a smoother, more intuitive buying experience across all devices.
We rebuilt OTO’s ecommerce experience using a custom Magento 2 setup designed around real customer behaviour. The new UX focused on clarity, easier navigation and an education led journey that made product understanding effortless. Personalised shopping features, improved search and structured product pathways helped guide users from interest to purchase with confidence. The new interface introduced a modern, premium look, supported by an adaptive day and night mode to reinforce the brand’s identity. Every decision ensured a faster, cleaner and more intuitive experience across desktop and mobile.
We delivered a set of custom features designed to enhance storytelling, improve discovery and create a richer, more personalised shopping journey.
We built a bespoke Magento 2 store tailored to OTO’s brand and product needs. Key features included a redesigned interface, a refined checkout and personalised browsing paths to support greater engagement. We introduced a guided search assistant to help customers discover products more easily, along with an advanced filtering system for quicker exploration. The adaptive day and night UI strengthened brand immersion, while clear educational touchpoints improved user understanding. The project was supported by a full UX audit, wireframing, technical SEO improvements and ongoing design and development optimisation.
The new Magento 2 platform delivered stronger conversion rates, better search visibility and a more confident, high quality shopping experience.
The redesigned store delivered clear improvements across key performance areas. Conversion rates increased as the checkout became easier and product information more accessible. Product discovery strengthened through improved search, personalised recommendations and a structured UX that guided customers naturally through the range. Technical SEO fixes supported stronger search visibility and reduced reliance on paid activity. The new platform now functions as OTO’s central brand hub, encouraging repeat custom and supporting long term digital growth.
This project shows how the right blend of UX, design and custom Magento development can elevate a brand and transform its online performance.
The OTO case study highlights the impact of combining custom design, thoughtful UX strategy and a strong Magento 2 foundation. The final result is a modern, flexible and high performing ecommerce experience that improves discovery, strengthens conversion and supports long term brand growth. Brands looking to replatform or redesign their online store can achieve similar outcomes with a strategic and customer focused approach.
