Helen B’s illustrations capture everyday moments through a distinctive visual style. Over time, they built a devoted audience, but the webshop did not fully reflect the brand or support the level of conversion the products deserved. The previous store relied on an outdated Shopify setup with multiple page-builder apps, resulting in a fragmented structure where even small updates required developer involvement. Navigation felt generic, and while the brand was present, visitors were not guided clearly toward purchase.
Radikal’s challenge was to translate Helen B’s artistic vision into an online experience that feels alive, cohesive, and commercially effective, while giving the team the freedom to manage the store independently. Working closely with Helen B’s e-commerce team and clear brand guidelines allowed the design and development process to align with real workflows, turning creative vision into scalable solutions.
Optimizing the store for mobile users
Mobile usage played a central role in design decisions. With most sessions coming from mobile devices, interactions such as quick add, animations, and feedback states were carefully refined for smaller screens. Space, hierarchy, and tap behaviour were tested and adjusted to ensure key actions remained easy to access.
Multiple iterations focused on preserving the richness of the illustration-led design while keeping the experience fast and intuitive. The result is a mobile store that feels natural to use and consistent with the brand, without introducing friction at key moments in the buying process.
Presenting bundles and gift sets clearly
Gift sets form an important part of Helen B’s catalogue. The challenge was to present them clearly while keeping the checkout experience transparent. Shopify’s native bundle functionality allows gift sets to appear as single curated products during browsing, while breaking down into individual items at checkout.
Visual cues support quick-add behaviour and make it immediately clear when a customer is adding a bundle. This approach avoids external apps, keeps performance high, and allows the team to adjust and expand gift sets as the product selection evolves.
Delivering a cohesive, scalable webshop
The team operates with full autonomy, alongside strong performance results. Since the official launch, Helen B has processed over 3,500 orders, with mobile accounting for the majority of sessions.
Year-over-year performance since go-live shows a strong commercial impact. Orders increased by 90%, total online sales grew by 64%, and conversion improved by 6%. The store also supports cross-border sales, with strong traction in Germany, France, the Netherlands, and Italy.
Pages can be created and adjusted in-house, campaigns launched faster, and content refreshed without technical friction. By combining Shopify’s native capabilities with Radikal’s theme, the store balances creative expression with commercial goals, providing a scalable platform ready to support long-term growth.
