Shopify redesign for ICICLE: purity and timeless elegance

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UI/UX: An Immersive Brand Experience

The design of the Icicle site is a real extension of the brand's visual universe. By working on UI/UX, our aim was to capture the essence of Icicle and to transpose it into a smooth and engaging user experience.

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• Strong images and visual universe : Each image on the site is carefully chosen to reflect the elegance and modernity of the brand. These powerful visuals are integrated fluidly, so as to immerse the user in the Icicle atmosphere, thus reinforcing the high-end aspect of the site.
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• Sleek design : The minimalistic design and the breathable space between the elements allow each image and text to breathe. This typographical simplicity and space management create an elegant and refined user experience, making it easy to navigate and allowing products to stand out in a natural way.
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• Immersive videos : To reinforce the sensory and immersive aspect of the site, we have integrated subtle but powerful videos. These videos capture the essence of Icicle, its products, and its universe, and allow users to connect more deeply with the brand.

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A simplified but ultra-functional product sheet

The product sheet on Icicle has been carefully optimized for simple and intuitive navigation while offering functional richness. We've simplified the look and feel, removing anything that's not necessary, while ensuring that every detail of the product remains easily accessible and legible.

The aim was to find the right balance between aesthetics and functionality: a clear presentation, relevant information and a clean design to allow users to make informed purchasing decisions, while remaining immersed in the visual universe of the brand.

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Axome and Klaviyo: The marketing automation strategy at the service of performance

As part of this redesign, Axome also supported Icicle in implementing its Klaviyo strategy. Our mission was to deploy a comprehensive marketing automation strategy to strengthen customer engagement and optimize campaign performance.

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• Creation and integration of Klaviyo assets : We worked hand in hand with Icicle to create and integrate the flows, segments, and campaigns needed for effective communication. The “warming” and targeting process made it possible to optimize the deliverability of emails and to maximize the impact of each message sent.
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• Monthly management and analysis of KPIs : A management dashboard has been set up to ensure constant monitoring of performance, deliverability rates and engagement actions. This made it possible to react quickly to fluctuations in results and to adjust actions in real time to improve performance.
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• Anticipation of seasonal content : We also integrated seasonal elements, planning and anticipating content to keep up with changes in collections, seasons and trends. The integration of META and TikTok into the strategy made it possible to create omnichannel communication and a broader monitoring of user behavior.

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An adaptable site, ready to evolve with the brand

One of the key aspects of this redesign was to create a site that was both a powerful conversion tool and a flexible space to accommodate future collections. The clean and structured design offers a solid basis for evolving the site over the seasons and new trends, while maintaining a strong and coherent identity.

Thanks to the simplified management of the interface and the integration of a robust site architecture, Icicle can now easily adapt its content and products while ensuring a smooth and seamless user experience.

In summary, this redesign of the Icicle e-commerce site is a great example of the alliance between high-end design, UX/UI optimization and digital marketing strategy. Axome was able to combine Icicle's strong visual identity with an immersive and functional user experience, while integrating a Klaviyo strategy that optimizes customer engagement and brand performance.

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