Read about how Formation Studio transformed The Connaught Hotel’s online boutique, taking it from a vintage Shopify theme to a modern Shopify 2.0 store. The project introduced new tech solutions, an elevated user experience, and a refined customer journey to reflect the hotel’s timeless elegance.

The Situation

1

The Connaught’s online boutique was running on a vintage Shopify theme that lacked the flexibility, integrations, and technical capabilities required for modern eCommerce. Core functionality such as mobile optimisation, advanced merchandising, and robust analytics were missing, making it difficult to scale or deliver a premium retail experience.

2

The look, feel, and user journey of the online shop did not reflect The Connaught’s refined luxury and attention to detail. The outdated design, rigid layouts, and limited UX options created a gap between the hotel’s world-class brand experience and its digital presence.

The Formation POA

  • the connaught website launch

    Digital audit

    We reviewed the vintage Shopify setup, identifying gaps in functionality, design, and performance, and mapped opportunities to modernise the boutique.

  • Improved website design

    Consumer journeys and personas

    We defined key personas and mapped journeys to shape navigation, product categories, and UX, ensuring the site felt intuitive for all shoppers.

  • Website design & content planning

    We translated The Connaught’s elegance into a refined digital design system, with elevated copy, imagery, and content that balanced brand storytelling with conversion.

  • Website development & launch

    We rebuilt the boutique on Shopify 2.0 with new tech, flexible functionality, and rigorous testing, delivering a seamless launch and an elevated customer journey.