Cascade Labs Storefront
A headless commerce rebuild that cut checkout time in half and lifted conversion by 64% in the first quarter.
Client overview
Cascade Labs is a direct-to-consumer home goods brand selling across web and two physical showrooms. Before this project, their storefront ran on a heavily customized theme that had become slow and difficult to update.
What we were solving for
Page load times had crept past 4 seconds on key product pages, and checkout required seven steps across three separate screens. Cart abandonment was climbing quarter over quarter, and the marketing team couldn't publish a new landing page without filing a developer ticket.
What we found
We ran a full technical and UX audit - Core Web Vitals, checkout funnel analytics, and session recordings - and found that image weight and a bloated theme were the biggest speed issues, while an unnecessary account-creation step was the single largest checkout drop-off point.
How we approached it
We rebuilt the storefront on a headless architecture, decoupling the front end from the commerce backend so both could be optimized independently.
Checkout was redesigned from seven steps to three, with guest checkout enabled by default and account creation moved to a post-purchase, optional step.
The marketing team got a page-builder workflow connected to the same design system, so new landing pages ship without a developer.
Stack behind this project
How the project unfolded
Audit
Technical and UX audit of the existing storefront and checkout funnel.
Architecture
Headless architecture designed to decouple front end from commerce backend.
Design
Checkout and key page flows redesigned around funnel data.
Build
Front end and integrations built in two-week sprints.
Migration
Product catalog and content migrated with zero data loss.
Launch
Staged rollout with monitoring, followed by a two-week optimization sprint.
A look at the work
The impact, in numbers
Within the first quarter post-launch, conversion rate rose 64% and cart abandonment dropped 38%. Average page load time fell from 4.1s to 1.2s, and the marketing team shipped 14 new landing pages in the following two months without a single developer ticket.
Client testimonial
Services used in this project
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