Development Consumer Goods

Midland Radio

Modernizing a Legacy Storefront for a Two-Way Radio Brand

INPUT · THE CHALLENGE

The Challenge

Midland Radio - a category leader in GMRS, two-way, and emergency weather radios - was running on a Shopify Online Store 2.0 storefront that had stopped keeping up with the brand. Years of hardcoded theme customizations, deprecated Shopify Scripts, and a heavy stack of third-party apps had turned routine updates into risky ones, and the storefront wasn't using the native sections and app blocks that make a 2.0 theme fast and flexible.

On top of that sat real accessibility and performance debt, and a sprawling catalog spanning everyday walkie-talkies, MicroMobile GMRS radios, and crank-powered emergency radios - each with its own buyer and its own merchandising needs.

STATUS · DIAGNOSING

OUTPUT · THE RESULTS

The Results

Midland Radio now runs on a modern, maintainable Shopify 2.0 storefront - faster to update, more accessible, and built on native sections instead of brittle custom code - with bespoke features like product-documentation drop-downs and the Featured Product Wheel that reduce support friction and aid discovery.

With DYODE on an ongoing retainer, Midland ships new merchandising, product launches, and optimizations on a steady cadence - turning a once-bloated theme into a flexible foundation built for what's next.

STATUS · DELIVERED

The Approach

Rather than patch the legacy theme, DYODE scoped and executed a full re-theme onto a modern Shopify 2.0 theme - migrating products, content, and the app stack while rebuilding bespoke features as native, maintainable sections and app blocks.

We ran it as a phased engagement - discovery, design, development, QA, launch - and then stayed on as Midland's ongoing monthly retainer team, favoring Shopify-native solutions so the storefront stays maintainable as the catalog and campaigns evolve.

What We Built

We rebuilt the storefront's design system - product cards, PDPs, collection pages, and a configurable hero - and restored high-value PDP details like product-documentation drop-downs (owner's manuals and spec sheets), review stars, and warranty info. We re-integrated BazaarVoice ratings and reviews, rebuilt the global navigation, and migrated the full app stack (cart and upsells, on-site quizzes and pop-ups, email, and a Zendesk AI support chat).

Under the hood, we migrated deprecated Shopify Scripts to Shopify Functions - rebuilding customer-group discounts and a cart-threshold free-gift promotion as an installable extension - shipped a Featured Product Wheel for accessory discovery, and supported the launch of CLIPTALK, Midland's modern take on the handheld radio.

Accessibility & Performance

Accessibility and speed were first-class workstreams, not afterthoughts: we led ADA audits and remediation and a site-speed program (including deferring heavy embeds), and worked through a structured pre-launch and post-launch QA burndown - resolving issues like a mobile cart freeze, analytics gaps, and accessibility fixes as part of the ongoing retainer.