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Marcella

NYC-based contemporary women's fashion brand Marcella — known for ethical, accessible essentials — came to Driver at a critical inflection point in their digital journey. As their direct-to-consumer business scaled, they needed an experienced strategic partner to guide in-house stakeholders through high-stakes growth decisions. From strengthening foundational code architecture to future-proof the site and resolve tech debt, to shaping a high-impact digital roadmap, to bringing fresh perspective to their UI, we've helped Marcella's leadership make smarter, more focused progress in a competitive and saturated market.

Industry:
  • Fashion
    • Services:
    • Digital Strategy
    • Shopify Expertise Consulting
    • User Experience (UX) Design
    • User Interface (UI) Design
    • Personalization
    • Agency of Record
    Partners:
    • Shopify
    • Klaviyo
    • Yotpo
    • Gorgias
    • Test Party
    • Nosto

    Site wide Performance & UX Audit

    We conducted a comprehensive site-wide UX and performance audit to identify opportunities for improving usability, conversion, accessibility, and site speed. The resulting roadmap provided prioritized recommendations to enhance the customer experience, optimize technical performance, and support long-term ecommerce growth.

    Services

    Driver Digital partnered with Marcella to modernize its ecommerce foundation through technical optimization, platform strategy, performance enhancements, and growth planning—creating a more scalable, efficient, and future-ready digital experience.

    Code Architecture Improvements

    • Shopify Plus Web
    • Web Development
    • +1

    Site wide code architecture improvements including installation of the Shopify Vite Plugin, creation of web components, and creating deployment & CI/CD procedures.

    App & Ecosystem Consulting

    • App Configurations

    App and ecosystem consulting including onboarding of personalization, internationalization and ADA tools - Nosto and Testparty, Global E.

    Strategic Roadmaps

    • Digital Roadmapping

    QBR's and Strategic Growth Pillar Roadmaps & Site Speed Optimization Roadmap

    Product Catalog Optimization

    • Product Data

    We created a strategic and detailed implementation plan to migrate Marcella's product catalogue to a product as variant structure - allowing for sitewide UX improvements to search and discoverability, in addition to critical SEO improvements and increased merchandising and marketing opportunities.

    Agency of Record

    • Personalization
    • Loyalty
    • +5

    From growth planning and platform optimization to experience enhancements and feature development, our team serves as an extension of the brand—helping drive performance while continuously evolving the customer experience.

    Brand Pillars In Focus

    Through thoughtful content strategy, visual hierarchy, and immersive page design, we created a dedicated brand pillar framework that communicates Marcella’s values, craftsmanship, and point of view—deepening customer connection while reinforcing the brand’s luxury positioning.