Thirteen Lune Case Study: Shopify Redesign

An Elevated eCommerce for Inclusive Beauty

Thirteen Lune’s CRO-focused redesign merges storytelling, inclusivity, and seamless navigation—creating a refined shopping experience that converts inspiration into confident purchases.

OVERVIEW

Thirteen Lune is an inclusive beauty retailer founded to celebrate diversity and amplify brands created by founders of color. Featuring a curated mix of skincare, makeup, and wellness products, the brand blends commerce and community through intentional storytelling and authentic representation. Rooted in equity and education, Thirteen Lune redefines what beauty looks like—inviting every customer to explore a marketplace where inclusivity and excellence coexist.

the challenges

Overloaded menus and unclear navigation hierarchy

Weak product information layout and missing trust cues

Low engagement fromstatic imagery and minimal cross-sells

Limited emphasis on social proof and brand credibility

THE APPROACH

We reimagined Thirteen Lune’s digital experience through a CRO-driven redesign that balanced inclusivity with performance. The new site introduced a clear product hierarchy, intuitive navigation, and editorial storytelling that builds trust and drives discovery.

From sticky CTAs and curated collections to social proof and award recognition, every element was designed to transform browsing into confident, inspired shopping.