Rebuilding a technical layering brand's Shopify Plus store

Beyond Clothing makes technical layering systems for cold, wet and high-altitude conditions, sold through its Shopify Plus store and, increasingly, to military units and government buyers. Its System Builder, a guide to putting the right layers together, is central to how it sells.

When DYODE started, the store was working against that. Our audit, which included usability testing with 20 shoppers, found native search with no autosuggest or typo tolerance, no collection filters, confusing navigation, a weak mobile homepage and a System Builder that left shoppers to figure it out alone. Analytics had no E-Commerce or checkout tracking, and a lean in-house team had no one doing ongoing optimization.

We started with the audit: one-on-one meetings with the team, an account review and the usability testing, turned into a phased roadmap. Then we set up a GitHub and Jira workflow so changes ship in planned sprints rather than ad hoc edits to a live theme.

Beyond has kept DYODE on as its Shopify Plus development team since, on a retainer that has moved with the business: from fixing how shoppers find products, to rebuilding the theme, to building journeys for the military and government buyers it now focuses on.

We rebuilt the store on Shopify's Dawn theme and Online Store 2.0, so Beyond's team could build and change pages with sections instead of code. The rebuild carried over and improved what was working: a mega menu, an AJAX side cart with upsells, a sticky add-to-cart, a custom size guide and the System Builder page.

That followed earlier work on navigation, collection filters and collection pages, and an AJAX side cart we designed, built and A/B tested against the old cart page. We also set up Canadian commerce with currency conversion, ran site-speed audits that deferred third-party scripts, and rebuilt tracking on GA4 and Google Tag Manager.

As Beyond turned toward Made-in-USA and military products, we built the journeys those buyers need: a Government Contracts path with a Request a Quote page and the email flows behind it, a members-only experience for group orders, product gating, and a Service Members page with ID.me verification.

We also guided Beyond's move to Shopify Checkout Extensibility and keep the store accessible. In earlier years DYODE also ran Beyond's paid search and Meta ads and designed its email and SMS campaigns.

Beyond runs on a Shopify Plus store its own team can edit, with search, navigation, a side cart and a System Builder designed around how its customers shop, and quote and member journeys built for the units and government buyers it now focuses on.

DYODE has been the team behind each of those steps, from the first audit through the rebuild to the military and government work Beyond leads with today.