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Enhancing Digital Experience for a Women's Lifestyle Brand through Technical Modernization and Accessibility Compliance

spiralscout.com

eCommerce

Sports

Consumer products & services

Digital Experience Challenges Hindering Growth

Legacy codebase causing slow load times and navigation issues, non-compliant accessibility features limiting inclusivity, and lack of in-house expertise to optimize checkout flows and product scaling processes. These issues resulted in reduced user engagement, high cart abandonment rates, and limited scalability for future growth.

About the Client

Women-focused lifestyle brand combining fashion, community, and athletics, founded by Olympic gold medalist Allyson Felix

Strategic Modernization Goals

Reduce technical debt while improving site performance metrics
Achieve full WCAG 2.1 compliance for digital accessibility
Implement scalable QA processes for ongoing development support
Increase conversion rates through UX optimization and A/B testing
Establish foundation for long-term digital storefront scalability

Core System Enhancements

Progressive technical debt reduction without full rebuild
ARIA label implementation and keyboard navigation fixes
Automated accessibility testing framework
Mobile-first responsive design optimization
Continuous regression testing pipeline

Technology Stack Requirements

Shopify

ARIA (Accessible Rich Internet Applications)

WCAG 2.1 standards

Automated testing frameworks (Selenium, Cypress)

System Integration Needs

Screen reader compatibility tools
Performance monitoring solutions (Lighthouse, New Relic)
A/B testing platforms (Optimizely)

Critical Performance Metrics

40%+ improvement in page load speed
99.9% uptime SLA
WCAG 2.1 AA compliance certification
Mobile performance score >90 on Lighthouse
Scalable architecture supporting 10x traffic growth

Expected Business Outcomes

Anticipated 40% conversion rate increase through optimized UX flows, 42% reduction in bounce rates from performance improvements, and full accessibility compliance enabling broader market reach. Implementation of automated QA frameworks will reduce future development costs by 30% while maintaining high-quality standards for ongoing innovation.