Corra’s Favorite Customer Journeys on Shopify Right Now

5 Min Read
Morgan Hipps

The Corra office has been buzzing with Shopify intel ever since our team attended Unite in Toronto this past quarter. Of course, there has been a lot of discussion around new feature roadmaps and advancements in technology (such as their storefront API for Headless solutions), but there’s also been talk about the brands inspiring us right now– the ones leveraging Shopify to win the attention of consumers by ‘weaving a powerful brand story’ and creating a truly memorable customer journey.


Corra’s content team pulled together elements from some of our favorite ecommerce experiences fueled by Shopify right now. Experiences from retailers that are utilizing their precious customer touch points to educate, engage and delight their visitors with UX design and content strategy that embodies their brand identity and uniquely positions them to cultivate a loyal audience. We hope you enjoy these CX breakdowns! (we certainly enjoyed learning more about these brands). Definitely reach out to Corra to chat about how we partner with retailers to implement and enhance any of the following ecommerce offerings. 

Parachute delivers a king-sized content strategy.

Parachute Home’s blog is inspiring and educational, perfectly fulfilling two essential pillars of any home improvement brand’s content strategy. If a merchant can engage a consumer in their ‘research phase’ they undoubtedly have a leg up on their competitors. Parachute’s robust content offering delivers everything their audience could possibly want or need: wellness, design, bedtime routines, entertaining and actionable how-tos (it should be a permanently open tab on your laptop if you ask us). We particularly enjoy how they pull in influential people and taste-makers for interviews and their aesthetically talented community for home tours. 

Morphe caters to every shade of customer.

When you land on Morphe’s site, you’re immediately greeted by the brand’s personality. Their motto, blend the rules is baked into their customer journey through engaging copy and diverse representation. A glamorous ‘complexion fam’ of varying gender identities, races and cultural backgrounds is evident everywhere you click– but there was one element in particular that stood out to us: Morphe’s Foundation Finder caters to every shade of customer (60 shades to be exact). This carousel of inclusivity may seem overwhelming, but don’t worry, the beauty brand breaks the tool down step by step, into five levels, three tones and four undertones, which result in three potential matches. Converting foundation shoppers online never looked so user friendly (a challenge beauty brands often strategize to overcome).  

AllBirds cleverly positions origin stories.

The Allbirds brand is built with mother-nature inspired materials and environmentally conscious roots weaved throughout their customer journey. Today’s consumers, especially the progressive Allbirds consumer, wants to know where their products come from and that they’re being ethically made. To accommodate this, the brand created videos that artfully convey the product’s origin story from merino wool or breezy tree fiber to (extremely) comfortable footwear. But rather than place these on an ‘about’ page, Allbirds cleverly positions them alongside the product SKUs, for visitors to click into if they’re curious. This seemingly intuitive approach is actually quite unique. We love a UX flow that fits so ‘true to size’ to the demands of their target demographic. 

Outdoor Voices lets you mix and match their OV Kits.

Ever since the 90’s classic ‘Clueless’ came out, stylish women (and men) everywhere have lusted after Cher’s outfit choosing methodology. The technology was state-of-the-art for its time and allowed her to put together an outfit on a touchscreen computer; which would then alert her if she accidentally ‘mis-matched.’ Flash forward to 2019 and modern athleisure brand Outdoor Voices is doing just this with the UX of their OV Kits product page, but there’s one major differentiator: they want their audience to break the rules and mix or match however they like. Visitors are able to click through various sports bra or workout shorts to pick their custom ‘kit.’ This UX is very fitting of the Outdoor Voices community and brand identity which definitely exudes a sense of carefree individualism. We look forward to seeing how the OV Kits offering evolves and their user experience continues to adapt. 

Third Love supports women with bras for every body.

Finding the right bra fit is quite the challenge for most women; in fact, over 80% of women are wearing the wrong size– A.K.A. living in discomfort. Third Love is on a mission to support women of all shapes and sizes– curvy, straight, round, rounder, with the brand’s ‘60 Second Fit Finder Quiz’ common symptoms of ill-fitting bras are addressed through an impeccably designed customer experience. The flow guides and educates the visitor through the quiz, directing her to the perfect size and recommended styles without ever stepping into a dressing room. It’s a crucial part of their customer journey and reinforces Third Love’s overall mission perfectly. 



Moscot’s fresh take on history.

Moscot’s business is rooted in five generations of optical aficionados. From Hyman Moscot selling eyeglasses from a pushcart in Manhattan’s Lower East Side in 1899, to the opticians and eye specialists proceeding– their current CEO Dr Harvey Moscot introduced new innovations like Moscot Music and Moscot Mobileyes, providing eye care to those in need (you can donate your glasses at any Moscot NYC location). It’s that lifetime of experience past down from generation to generation that makes their business what it is today. And it’s the interactive timeline showcasing this family tree that illustrates this key aspect of their brand perfectly.


Good American models come in all shapes and sizes.

Finding the right jeans for your body shape is an age-old pain point. Women scour the internet for hours looking for clues in reviews and leave fitting rooms empty handed far too often. Enter Good American’s revolutionary product pages. Rather than a size 0 woman modeling a pair of jeans for the masses, GA displays a vast array of models of different dimensions wearing the same pair. Visitors are invited to ‘choose your model’ or the one that best reflects their height and size. They’re able to view how the product looks on each of them– further reinforcing the brand’s mission of body positivity, extreme inclusivity and breaking down barriers.   


Corra enjoyed delving into these ecommerce experiences to highlight the most memorable touchpoints that are unique to each brand. These are just some of the possibilities with Shopify, get in touch if you’d like to discover how your brand can create compelling customer experiences or browse more insightful blog content here

Morgan Hipps

Morgan is the Content Associate at Corra. She enjoys bringing tech-speak to life through storytelling and content strategy. Her favorite topics to write about are the innovative customer experiences of leading fashion and lifestyle brands.

Corra is a global agency that builds the world’s fastest and most flexible digital storefronts for growing brands. We’re leaders in headless and composable commerce development, backed by gold-standard post-launch support. Through technical expertise, creative vision, and collaborative strategy, we help clients digitally transform to meet the evolving needs of their customers, adding value from day one. With headquarters in New York and hubs in 12 cities across three continents, Corra is uniquely positioned to support clients around the world and around the clock.

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