A UX audit and a rebuilt store for Grom

Grom makes skate and surf apparel for kids, youth and men: graphic tees, board shorts, baggy pants, hoodies and backpacks, in sizes from 3 up to men's XL. The store sells to two people: the kid who wants the gear to look right, and the parent who wants to know it fits, holds up and ships free.

Grom brought DYODE in for consulting, email, Google and Meta ads, and Shopify development under one agreement. The first job was finding out where gromusa.com was losing shoppers.

DYODE's UX audit found the biggest leak was before the cart, not at checkout. Most sessions came from phones, and phones converted less efficiently than desktop. The homepage didn't route shoppers into a clear path, the product page buried size and reassurance, and the store's own policy page quoted a different free-shipping threshold than the site did.

The audit became a three-phase roadmap: fix the foundations, then test and personalize, then build loyalty. Phase one covered the homepage, product page and cart, each designed in Figma and reviewed with Grom before development started.

The audit's homepage brief was a clear brand statement, three strong ways in, and something for both the kid and the parent. DYODE rebuilt the page section by section on Grom's Shopify theme: a new header and free-shipping bar, a video hero, and a three-tile category grid by age. New Skoolers, Youth Movement and The Experienced each lead to Kids, Youth or Men's T-shirts, shorts and the full range.

Each tile title carries its own typeface, set from the theme editor, with a vertical rider credit beside the photo. On mobile, a tile's Shop All button opens the menu with that age group already expanded.

Below the grid sit a best-sellers carousel with collection tabs, a bundle banner whose Pack of 2, 3 and 4 offers open the bundle builder with that pack already selected, a scrolling strip of shipping, returns and sizing promises, two image-and-text brand sections, and a reviews slider. QA covered desktop browsers, iOS Safari and Android Chrome before it went live.

The product page buy box was rebuilt mobile-first. The product photo got bigger on phones, title and price moved together, the size guide moved next to the sizes, and the add-to-cart button went higher-contrast and onto one line with quantity. Reassurance on shipping, quality and bundle savings now sits under the button.

Free shipping dropped from $70 to $50, and every message on the site and in the email flows was updated to match. The redesigned slide-out cart shows a progress bar toward that threshold, so a shopper sees exactly how much more locks in free shipping.

DYODE plans Grom's email calendar and writes, designs and builds the campaigns and flows in Klaviyo: new graphic tees, board shorts, a mix-and-match bundle, back-to-school drops and holiday sales.

The first rounds tested offer types, product categories, audiences and send days. They showed that most of Grom's engaged subscribers had already bought, and that midweek sends beat Saturday by a wide margin. So the program shifted toward repeat buyers, with sizing reminders for kids who outgrew last season's fit, and a post-purchase win-back campaign is in the works. DYODE also ran a full QA sweep of every Klaviyo flow, added a signup form to the site footer, and is reworking the welcome popup to grow the list.

DYODE runs Grom's paid search and paid social. On Google, that means Shopping and Performance Max campaigns aimed at new customers. On Meta, Facebook and Instagram ads with most of the reach going to prospecting. DYODE builds the ads, manages budgets and bidding, and reports results on every call next to Shopify sales. Grom supplies the photography and approves every ad before it runs.

DYODE writes the ad copy and resizes Grom's lookbook product and lifestyle shots into square, horizontal, portrait and Stories formats for both platforms, then refreshes the creative as new product lands. DYODE is also building retargeting audiences of engaged visitors and cart abandoners, with an incentive to bring them back. For big sale moments, the same offer is planned across email, Meta creative, and Google Ads promotion extensions and Shopping feeds.

Twice a month, DYODE and Grom's team review the action items, the email calendar and performance, and plan the next promotions. DYODE set up GA4 with Google Consent Mode v2 through Grom's Consentmo cookie banner, so analytics follows each visitor's consent choice.

The work also reaches past the storefront: DYODE is scoping a B2B wholesale version of Grom's Shopify store.

Grom's homepage, product page and cart now follow one plan built from its own data, with a clear path for each age group and the free-shipping offer stated the same way everywhere a shopper sees it.

Email runs on a monthly calendar shaped by what the tests showed, aimed at the customers most likely to buy again. Google and Meta ads bring in new shoppers on creative built from Grom's own photography. Strategy, email, ads and development share the same calls and the same roadmap.