Case Study
Wheaton Whaley Home
Trade Automation and Cart UX Overhaul for Home Furnishings Brand
Wheaton Whaley Home is a home furnishings and interior design brand offering curated furniture, textiles, and decor, with a dedicated Trade program serving design professionals and wholesale buyers.
What They Needed
- EasyFlow custom product integration -- configurable add-ons for specialty items like paint colors and custom furniture options
- A Trade/Wholesale program with automated account invites, customer segmentation, and logged-in discount display
- Cart UX improvements -- the existing drawer had usability issues that were costing conversions
- Collection enhancements including carousels and section migrations
What Was at Stake
- The cart drawer had its remove button intentionally hidden to force +/- controls, but the theme disabled the minus button at quantity 1 -- meaning customers literally could not remove items from their cart
- EasyFlow add-on products didn't auto-remove when the main product was deleted -- a known app limitation confirmed by the developer
- Mid-project, the client removed a third-party pricing app, requiring a full rebuild of Trade discount logic using native Shopify discounting and custom customer segments
- Customer segment creation required Staff-level Shopify permissions -- Collaborator access wasn't sufficient for the segment API
How We Solved It
- Overhauled the cart drawer UX -- added a visible remove button, fixed padding for app-injected elements, and resolved the quantity-1 dead-end that was blocking customers from completing purchases
- Integrated EasyFlow custom products with workarounds for the add-on removal limitation
- Built the Trade automation pipeline: Automatic Account Invites app for new wholesale customers, WOTIO for customer tagging and segmentation, and Shopify Flow for end-to-end workflow
- Rebuilt Trade discount pricing from scratch using native Shopify discounts and custom customer segments after the third-party app was removed mid-project
- Implemented collection carousels, migrated collection sections, and fixed iOS banner display bugs
- Built Trade/Wholesale PDP discount display for logged-in customers and designed the mobile mini cart experience
The cart UX fix alone was a significant conversion recovery -- customers who previously couldn't remove items can now manage their cart naturally. Trade automation now runs hands-free from signup to discount application.
Partners
Ready to work with us?
Tell us what’s slowing your storefront down. We’ll tell you what we’d do about it.