A home-décor commerce rebuild with rich product discovery and a checkout tuned for conversion — headless, fast, and easy to merchandise.
Deco4U sells home décor where discovery matters — customers browse for inspiration as much as for a specific item. We rebuilt the store headless, with product discovery that invites browsing and a checkout tuned to convert that browsing into orders.
The old store made discovery hard and checkout harder. Customers who came to browse rarely found their way to a purchase, and the team couldn't merchandise the catalogue without developer help.
Where we started before writing code — framing the problem, the constraints, and the plan.
We restructured the catalogue around how people shop for décor — by room, style, and collection — rather than a flat product list.
We measured where browsing stalled and focused the rebuild on the specific steps losing customers.
The team needed to run promotions and collections themselves, so self-serve merchandising was a core requirement.
A headless Next.js storefront over a Postgres catalogue, styled with Tailwind and typed end to end — read paths cached so discovery stays fast.
A fast, responsive storefront tuned for browsing and discovery.
Typed catalogue, cart, and checkout logic in one place.
Postgres catalogue and orders with cached read paths.
The trade-offs worth explaining — what we chose, and why it was the right call for this build.
The old platform capped both performance and merchandising; going headless removed both ceilings at once.
Organising the catalogue by room and style matched how customers actually shop for décor and pulled them deeper into the store.
Letting the team run collections and promotions without engineering turned marketing into a same-day activity.
Every layer of the system, and the tools chosen to build it.
The parts of the build that carried the most product weight.
Browse by the way customers think about décor.
Imagery-led detail pages that sell the piece.
A short, clear path from cart to confirmation.
Merchandising the team controls directly.
The rebuilt Deco4U turned a hard-to-shop catalogue into a store that invites browsing and converts it — with a team that can merchandise on their own schedule.
What the engagement taught us, kept honest rather than tidy.
How the catalogue is organised moved the numbers as much as speed did.
Self-serve tools freed the team and freed our roadmap.
Other work with a similar shape — by industry, stack, or the problem it solves.
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If the thinking above matches the standard you're after, tell us what you're building. We'll be honest about fit and outline a concrete first step.