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.

company

Wheaton Whaley Home

INDUSTRY

Home Decor & furniture

website

wheatonwhaleyhome.com

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.

Trade Automation and Cart UX Overhaul for Home Furnishings Brand

What They Needed

What Was at Stake

How We Solved It

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