Magic Yarn Ball
2 Shopify Redesign in 5 years & new Product Experience
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Five years later, things had changed.
The company had moved its base to Germany, and the audience had shifted as well.
It was time for a full redesign and brand refresh.
The beginning
In January 2021, my journey with Magic Yarn Ball began, when Katerina and Jenna approached me to migrate their online store from Wix to Shopify.
Five years ago, everything was different.
The target audience was primarily in Greece.
Most traffic came from their Facebook group, an already active and engaged community.
The goal back then was a fast, functional site focused on the community, with a huge variety of products.
Magic Yarn Ball: Old vs New Shopify Store
A behind-the-scenes look at the full redesign, showing the evolution from the original Wix/Shopify site to the new faster, cleaner, and more user-friendly store.
Magic Yarn Ball: Interview with Katerina
Katerina talks about building and growing a small Greek yarn shop into an international Shopify brand, the challenges along the way, and the role of community in the process.
{ Approach }
New objectives
This time, our goals were clear:
Clean, modern, uncluttered design
Fewer products, better organized and categorized
A more detailed product app, so customers could build products effortlessly
Optimized images and clean SEO
Stronger connection to the community
Smooth, frictionless user journey from browsing to product building and checkout
{ The work }
The redesign focused on three main pillars: speed, product clarity, and community integration.
Performance
The original store had accumulated apps and scripts over five years. We removed unnecessary tools, optimized images, and simplified the theme. The result is a fast, lightweight store, especially on mobile.
Product experience
We upgraded the product setup using a more flexible app. Configurations are now simpler, options clearer, and the experience feels guided rather than overwhelming.
Structure & navigation
Fewer products are displayed at once, with better categorization. Navigation is intuitive, helping users find what they need faster without cognitive overload.
Community
The redesign keeps the store deeply connected to the existing community. Returning users feel at home, and new users can discover the brand easily.
SEO & technical foundations
Clean URLs, optimized metadata, and proper content hierarchy create a solid base for long-term growth.
{ The philosophy }
The redesigned Magic Yarn Ball store is faster, cleaner, and easier to use.
Product selection is intuitive
Navigation is calm and predictable
User journeys from browsing to checkout are frictionless
The store now supports an international audience while keeping the community at its core
Long term collaboration
A huge credit goes to Katerina and Jenna. Over five years, they have grown, maintained, and evolved an eShop in a highly competitive market, going up against Temu, Shein, Amazon, and eBay.
And the reason they succeed is simple:
🧶 They believe in their product
🧶 They truly love what they do
🧶 They are determined entrepreneurs who face every challenge with a smile 😊
This project reflects a long-term collaboration focused on evolution, not quick wins. Success takes work, persistence, and genuine love for what you do.