Case study

Cake Cycling Website

A storefront rebuilt as infrastructure, ready to hold when growth pulls.

Client

Cake Team Spirit

Year

2025

Industry

Apps / Games

Solutions

Digital

Overview

The brief

Cake is a direct-to-consumer apparel brand selling through a Shopify-based storefront and social commerce channels. The project centered on turning the website into a scalable conversion system by improving clarity, navigation, and purchase confidence across the end-to-end journey.

Watch

The film

Challenge / Transformation / Impact

The work

01 / Challenge

Cake's storefront needed to become a scalable conversion system, but confusing ready-made product tiers and a passive web presence created friction from discovery to checkout. The brand had demand; the funnel did not hold.

02 / Transformation

YF re-architected the experience across Shopify and Instagram commerce, clarifying category and tier structure and revising conversion flows. A sizing framework, SEO and webcopy foundations, entry-offer positioning, and a founder-story narrative strengthened trust across the journey.

03 / Impact

Cake gained a stabilized, conversion-ready storefront with clearer product hierarchy and a more intentional path to checkout. The consistent system makes it easier for customers to choose and for the team to govern updates across channels.

What we made

Deliverables

- Information architecture overhaul (product/category + ready-made tier clarity) - UX flows for purchase path and reduced choice friction - Shopify storefront optimization + Instagram commerce cleanup - Product sizing framework (conversion + post-purchase clarity) - SEO foundation and structural webcopy framework - Entry offer positioning (3-jersey starter packs) and core messaging support - Founder story narrative foundation - AI design app proof-of-concept and journey brief

Selected stills