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Morrison

Morrison

Refined, elevated silhouettes
Shopify Plus
visit live site

Morrison is an established Australian womenswear brand known for refined silhouettes, considered detailing, and a loyal customer base across retail and ecommerce.

As digital became an increasingly important channel, Morrison partnered with Bedford Lane to assess and improve the online experience through a structured UX audit and a program of incremental enhancements delivered via an ongoing retainer.

3D Assets & Integration
Content Production
Data & Integrations
Low-Code Development
Search Engine Optimisation (SEO)
Email/SMS Marketing
Branding & Design
Marketing & PR

+30%*

Store sessions

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+194%

Users reached checkout

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+119%

Add to cart rate

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+107%

Conversion Rate

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Improving experience without disrupting trade

Rather than undertaking a full redesign, the focus was on understanding how customers were interacting with the site and where friction was impacting performance. A comprehensive UX audit was conducted to identify usability issues, navigation challenges, and opportunities to improve product discovery. This approach allowed Morrison to make meaningful improvements without risking disruption to day-to-day trade, ensuring continuity while changes were rolled out progressively.

Insights from the audit informed a prioritised roadmap of enhancements. Each update was designed to be deliberate and low-risk, allowing the team to test, learn, and iterate without compromising stability. By addressing issues incrementally, Morrison was able to improve engagement and conversion while maintaining confidence in the platform.

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The Challenge

Driving performance without a full rebuild.

The challenge was to meaningfully improve ecommerce performance without undertaking a complete redesign or platform overhaul.

Every change needed to be carefully considered, measured, and implemented with minimal impact on live trading. At the same time, improvements had to deliver real value, reducing bounce rates and improving conversion in a highly competitive fashion landscape.

Incremental changes, tangible results

Bedford Lane worked closely with the Morrison team to implement targeted UX and design improvements across key customer touchpoints. Navigation clarity, page structure, and product presentation were refined to support a more intuitive shopping experience.

This incremental approach led to improved user engagement and a measurable uplift in performance, while preserving the brand’s established visual language and operational stability.

"Working with Bedford Lane has been transformative for our business. Their organised and hands-on approach has made the transition to their agency a breeze. From the outset, they took the time to understand our businesses objectives and goals, consistently sharing feedback and bringing fresh ideas to the table. Their ability to deliver results while streamlining processes is exceptional, particularly in removing the frustrating layers of communication we had experienced with other agencies in the past. The results speak for themselves. The Morrison brand now resonates more strongly with current and aspirational audiences, thanks to their creative yet results focused approach. We highly recommend Alex and his team to any business looking to simplify and enhance their ecommerce efforts. We’ve felt supported and empowered to focus on what we do best, confident that all aspects of Shopify eCommerce are in expert hands"

Anthony Minchin
Digital & Operations Manager
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Webby Award for Best Mobile User Experience

Domaine wins the Webby People’s Voice Award for Best Mobile UX with our innovative Timex site redesign. This work exemplifies our philosophy that — when implemented well — innovative visual design is a core part of creating world-class user experiences.

Morrison’s ecommerce platform is now better aligned with how customers browse, discover, and shop online. The site continues to evolve through ongoing optimisation, supported by a clear strategy and trusted partnership.

Bedford Lane remains engaged as a long-term partner, helping Morrison refine its digital experience in a way that is sustainable, considered, and commercially effective.

Services
Ongoing Optimisation & Support
Systems Integrations
App & Custom Function Development
Platform Migrations
Custom Shopify Builds
Art Direction & Visual Identity
Conversion-Focused Design
Design Systems & Component Libraries
UI Design
Migration Planning
Platform & Architecture Planning
Shopify Consulting
Website & UX Audits
CRO & Performance Analysis
Shopify Theme Development
UX Strategy & Customer Journey Design
Ecommerce Strategy & Roadmapping
Features
Cross-Boarder Commerce
Size Finder
Virtual Try On
3D/AR Viewer
Advanced Discounting
Shop the Look
Subscriptions
Up-Sells & Cross-Sells
Loyalty & Rewards
Wishlist
Checkout
Waitlist
Product Bundling
UGC & Social Feeds
Mega Menu
Reviews
Service Partners
Andzen
Scale Digital
Tech Partners
Shopify Plus
Elevar
Gorgias
Hotjar
Klaviyo
Matrixify
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