The Basics Woman had a live Shopify store but a theme that couldn't handle the nuances of women's fashion. We built a suite of custom Liquid components that transformed how customers discover, size, and buy.
The Basics Woman sells exactly what the name says — wardrobe essentials done right. Clean cuts, quality fabrics, sizes that actually fit. Their audience is women who shop on mobile, care about fit, and return things that don't work. The problem wasn't the product. It was the store's inability to handle the specific interactions that drive fashion conversion: guided sizing, outfit context, colour storytelling, and a mobile experience that didn't fight the customer.
The existing theme had a static size chart image — the same one on every product. No fit guidance. No body-type recommendations. Customers guessed. Return rate on sizing issues was 22%, eating into margins on every order.
Colour variants showed as small swatches. There was no way to show fabric texture, drape, or the story behind a colour. Customers couldn't feel confident about what they were buying from a screen.
Basics are sold as outfit-builders. A white linen shirt sells better when shown with the right trouser. There was no component to show outfit pairings or style guidance, making each product feel like a standalone object.
Image galleries required pinch-to-zoom. CTAs were small and low on the page. The colour swatch tap target was 12px — impossible on a moving thumb. 74% of traffic was mobile; the experience was built for desktop.
6 workstreams, delivered by one team.
Built a custom Liquid size guide that shows fit guidance based on product type (tops, bottoms, dresses), includes body measurement input, and shows personalised size recommendations. Embedded contextually per product category.
Custom swatch component with hover/tap-to-expand panels showing fabric close-ups, texture descriptions, and care instructions. On mobile, tapping a colour opens a full-screen panel with lifestyle context for that colourway.
Built a "Style it with" component that shows curated outfit combinations per product. Clicking a paired item adds it directly to cart. Average session touches 2.3 products per visit, up from 1.4.
Replaced the default Shopify image gallery with a swipe-native mobile gallery — full-width swipe between images, tap-to-zoom with proper touch tracking, and portrait-oriented image ratios optimised for phone screens.
Added review count and star rating to collection page tiles — visible without clicking into the product. Customers now arrive at product pages with social proof already established. Bounce rate on collection pages dropped 18%.
Custom low-stock indicator ("Only 3 left in your size") and a size-specific back-in-stock notification form. Notify-me list builds the email base for restock drops.
The sequence of work, week by week.
Identified every fashion-specific interaction the theme was failing at. Wireframed component specs.
Built all 6 components in Liquid + vanilla JS. Mobile-tested on 8 device profiles before staging review.
Thorough QA pass on mobile and desktop. Integrated with existing theme without breaking any existing functionality.
From 1.1% to 1.55% on mobile. Driven primarily by the gallery rebuild and CTA improvements.
Smart size guide reduced guesswork. Return rate on size issues dropped from 22% to 15.8%.
Outfit pairing module and fabric story tiles keep customers on-site longer.
Up from 1.4. Cross-product discovery through outfit pairings drove the increase.
Carryup, a Shopify-only design and engineering studio based in Bengaluru. Our engagement with The Basics Woman: Custom Component Development.
thebasicswoman.com runs on Shopify.
Smart size guide component; Fabric & colour story tiles; Outfit pairing module; Mobile-first image gallery rebuild, and 2 more workstreams. The full scope is broken down in the "What we built" chapter of this case study.
We only publish case studies where we can show real, verifiable metrics tied to Shopify data — but every brand's starting point is different. The Basics Woman's results reflect what was possible given their specific gaps; your results will depend on where your store, tracking, and funnel currently stand.
We won't promise a specific number without seeing your data first. What we can promise: a diagnostic that tells you honestly whether the same class of fix applies to your store.
Tell us about your brand — we'll tell you honestly what it would take to build it, and where the revenue opportunity is.
