From Catalog Debt to a Conversion-Ready Growth Engine
Noci
The Challenge
Noci (previously Love + War) didn't need another theme tweak. They needed a storefront that could keep up with how a modern apparel brand actually sells.
On paper, they had a live Shopify store. In practice, growth was getting taxed at every layer.
Shopper friction on the PDP
Complex bra sizing fought Shopify’s default variant model. Sizes wouldn’t select, wrong variants could land in cart, and color lines felt incomplete, so cross-sell moments never converted.
Catalog fighting the platform
A flattened color architecture blocked reliable filters, broke merchandising apps, and forced custom JS bridges just to show a full swatch row. Every color drop meant manual frontend linking.
Ops leaking time and margin
Returns spanned Shopify, Loop, and the warehouse with fragile refund logic. Theme customizations sat on an aging base while marketing waited on tickets for every campaign change.
Off-the-shelf apps weren’t going to fix this. Noci needed a partner who could rebuild the invisible infrastructure and ship visible conversion UX, without pausing the business.
The Engineering (The Solution)
We stepped in as Noci’s long-term Shopify engineering partner: part architect, part strike team. We didn’t bolt features onto broken foundations. We rewired the foundations, then launched the growth surface.
Conversion-Grade PDP & Complex Sizing
We rebuilt how complex sizes behave on product pages: splitting band/cup into a shopper-friendly swatch UI, clearing false defaults that triggered premature Add to Cart or “Notify Me” states, and stabilizing sticky add-to-bag for mobile. Result: fewer abandoned PDPs, fewer bad orders, and a sizing experience that matches how customers shop intimates.
Catalog Modernization That Unlocks Shopify
We guided Noci off the flattened color model onto true Shopify variants, then tore out ~1,500 lines of temporary bridge code. Variant-level color metafields, Searchanise discovery, and an AI-assisted tagging pipeline now power PLP filters that scale with the assortment, not with headcount.
Discovery Experience Built to Convert
In a focused nine-day shipping burst, we delivered a competitor-inspired front end: promotional megamenu tiles, PLP filter chips, collection badges, Complete the Look, sticky ATC, and a free-shipping progress bar. Merchandising tools marketing can drive from the theme editor, not a ticket queue for every campaign.
Brand Control + Ops Automation
We migrated customizations onto Luster/Stiletto with merchant-controlled font injection across hero sections, then hardened the returns stack (Mechanic + Loop + warehouse control) so refunds, fees, and restocks stop living in someone’s inbox. On-brand storefront. Ops that scale without a full-time firefighter.
The ROI (The Results)
90%
Delivery Rate
51 of 57 scoped tickets delivered across theme, catalog, PDP, returns, and integrations. Continuous cadence, not a one-off redesign.
9 Days
Discovery Front End
8 merged PRs shipped the competitor-inspired megamenu, filters, badges, Complete the Look, sticky ATC, and free-ship bar at marketing speed.
~1,500
Lines of Debt Removed
Temporary catalog bridges deleted after the variant remodel. Native Shopify filters and search became trustworthy again.
Same Day
Critical PDP Fix
Complex-size Add to Cart bugs patched in production the same day. Engineering that protects revenue when it matters.
