DevelopmentUX/UI DesignCROApparel

NYDJ

A Multi-Year Shopify Partnership for a Premium Women's Denim Brand

INPUT · THE CHALLENGE

The Challenge

NYDJ ("Not Your Daughter's Jeans") sells premium women's denim built around fit - slimming, size-inclusive, and anchored by its proprietary Lift Tuck Technology. Selling that fit online is hard: the product page has to do the work of a fitting room, guiding a shopper across dozens of styles, washes, rises, and inseams to the pair that will actually work for her body.

When NYDJ brought DYODE in, a usability audit of their Shopify storefront surfaced exactly where that broke down - a value proposition that didn't land quickly (mobile shoppers often couldn't tell what the store sold), friction in the sizing and fit experience, and merchandising gaps across a large, complex catalog.

STATUS · DIAGNOSING

OUTPUT · THE RESULTS

The Results

Since 2021, DYODE has been NYDJ's embedded Shopify team - and remains so today - turning a storefront that struggled to communicate fit and value into one built around helping shoppers find the right pair, on a modern, accessible, continuously optimized platform.

Working as a true extension of NYDJ's team across two-week sprints, DYODE keeps shipping fit tools, merchandising, and platform improvements at the pace of a fast-moving denim brand - so the site keeps pace as the catalog, the fits, and the business grow.

STATUS · DELIVERED

The Approach

DYODE embedded as NYDJ's ongoing Shopify design and development team, operating as a prioritized retainer: an embedded product manager, UX designer, and developers working in two-week sprints against a shared, QA'd backlog.

We grounded the work in data - starting from the usability audit's findings and running conversion improvements as design-then-build A/B tests - so the roadmap paired quick, mobile-first wins with the deeper platform modernization the storefront needed to scale.

What We Built

We opened with a moderated usability audit - desktop and mobile user testing - then upgraded the storefront to Shopify's Online Store 2.0 architecture and built a library of reusable, merchandisable sections for the homepage, collection, and product pages.

To close the fit gap, we shipped a guided "Find Your Next Fit" denim quiz, implemented Searchspring for search and merchandising, added sticky sizing that follows the shopper through the journey, and built "Complete the Look" outfit-building cross-sell on the product and cart pages - plus a cart promotion progress bar, back-in-stock and Pinterest integrations, and a sustainability landing page for their Re-New denim line.

Conversion, Accessibility & Wholesale

Alongside the storefront features, DYODE ran an ongoing conversion program - A/B testing merchandising and PDP changes against the audit's findings - and led a phased ADA accessibility remediation across the site so it meets accessibility standards end to end.

We also stood up and support NYDJ's separate B2B wholesale storefront, giving their retail partners a dedicated ordering experience alongside the direct-to-consumer site.