Resetting the Frontend Architecture

Rebuilding the frontend to remove structural friction and improve conversion efficiency.

Project Type

Frontend Re-Architecture

Services

Build, Grow

Sector

Building & Construction

B2C

B2B

Platform

Adobe Commerce

Tech Stack

Hyvä Theme, Hyvä CMS, Hyvä Checkout

Clients

Resetting the Frontend Architecture

The Challenge

Electrical Counter had completed a prolonged frontend programme built on a heavily adapted off-the-shelf theme. While functional, the implementation embedded technical debt at launch and constrained core functionality. The frontend had become a structural bottleneck: - Even minor changes carried disproportionate risk - Customisations increased complexity rather than flexibility - Delivery slowed and roadmap initiatives stalled - Confidence in frontend stability declined The platform itself was capable. The architecture around it was not.

Our Approach

We implemented a full frontend re-architecture using the Hyvä Commerce Suite as the foundation. This included: - Migration to Hyvä Theme for a lightweight, performance-first frontend architecture - Implementation of Hyvä CMS to enable faster content iteration and reduce developer dependency - Deployment of Hyvä Checkout to simplify and accelerate the purchase journey - A mobile-first UX redesign across PLP, PDP and checkout - Reworked navigation aligned to real buying behaviour - Visual navigation enhancements on PLPs to improve product discovery - Targeted remediation of accumulated frontend technical debt Delivered from discovery to launch in four months, the programme balanced performance, usability, and long-term maintainability. Hyvä enabled simplification. Design and engineering delivered structural change.

The Results

Performance was measured year-on-year across a like-for-like trading window (9 October – 31 December). The shift was measurable and immediate: +6.5% overall revenue +17.7% revenue per session (£2.28 → £2.68) +66% increase in average engagement time ~65% improvement in conversion efficiency Mobile performance strengthened significantly: +68.5% mobile revenue year-on-year Increased engagement time Improved conversion quality Desktop performance also improved materially: +21.8% revenue per session +86% relative uplift in conversion efficiency Beyond metrics, the structural outcome was critical: Reduced frontend technical debt Restored delivery confidence Turned a growing backlog back into a deliverable roadmap Established a maintainable, scalable foundation for ongoing optimisation

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