1 September 2025
We're proud to announce that our work with Fired Earth has been shortlisted for the UK eCommerce Awards 2025 in the category 'Best DIY, Home, Furniture & Interior Design eCommerce Website of the Year'.
We worked closely with Fired Earth to migrate their B2C and B2B website to Shopify’s enterprise level platform (Shopify Plus) from Adobe Commerce, the enterprise platform based on Magento. We created a bespoke experience for both their retail and trade customers, not only meeting their commercial goals but creating a new and improved brand experience.
Our objectives were to:
Our team began with a comprehensive UX discovery process, mapping customer journeys, identifying pain points and benchmarking competitors to ensure every interaction added value. From wireframing through to high fidelity designs, we focused on building a site that feels both visually aspirational and intuitively functional.
With mobile being the most used device for Fired Earth’s customers, we made sure to create a mobile-first design that focused on clean UX improvements to help streamline the customers journey.
The new Shopify Plus website delivers a clean, immersive design that balances Fired Earth’s timeless style with modern eCommerce best practice. Key design decisions included:
By building the site on Shopify Plus, we ensured Fired Earth has a powerful, scalable platform to support their growth. From integrations with stock systems to flexibility for future expansion, the site is designed to evolve alongside the brand.
With a key set of goals outlined at the start of the project, it was important that we obtained them. The website saw immediate and meaningful improvements in user behaviour and engagement vs the previous period.
Being shortlisted for such a prestigious award underlines our commitment to creating eCommerce experiences that blend creativity with performance. For Absolute, this is not just about recognition - it’s about showing how thoughtful design and a structured UX process can transform customer engagement for premium brands.
We couldn’t be prouder of the Fired Earth project and are excited to see it recognised among the best in the industry.
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