Overview
21 Overlays is an Australian automotive brand specialising in high-quality vinyl overlays and detailing kits, designed and manufactured in Alexandria, Sydney. Since 2017, they’ve become a go-to for car enthusiasts seeking precision-cut, model-specific products using premium automotive-grade materials. With an extensive product library spanning major brands, from Audi and BMW to Toyota, Mazda and Subaru, the business needed a digital experience capable of matching the depth, detail and customisation inherent in their product offering.
The Challenge
The existing WooCommerce site was limiting growth and failing to showcase the true breadth of 21 Overlays’ range.
Key issues included:
- A rigid structure that made browsing by car brand, product type or model unnecessarily complex.
- An inability to present rich product information, installation guides and educational content in an intuitive, engaging way.
- Limited flexibility to scale as the brand expanded its catalogue and service offerings.
Ultimately, the old platform created friction for both new customers discovering the brand and returning customers looking for precision-fit products.
Our Solution
Process Creative re-platformed 21 Overlays to Shopify Plus, elevating the experience through a UX design centred on clarity, personalisation and performance.
Key improvements included:
- A new navigation and product architecture built around car brands and parts, ensuring users can quickly locate products tailored to their exact vehicle.
- A content-driven product experience that supports detailed specifications, documentation and installation resources.
- New functional enhancements, including integrated service bookings and a Pinterest-style wishlist board to support research, comparison and repeat engagement.
Supported by a best-in-class partner tech stack - Yotpo, Gorgias, Appointo and Swym - the new site provides stronger customer engagement, streamlined operations and delivers a more connected end-to-end journey.
Our Approach
We began by mapping the paths customers take when modifying or enhancing their vehicle, ensuring the new structure mirrors real-world decision-making. From there, we developed a UX anchored in relevance: guiding users from brand to model to part with as little friction as possible.
Product pages were redesigned to highlight 21 Overlays’ craftsmanship, allowing technical information, fitment details and installation content to be surfaced clearly and consistently. We also introduced functional layers, such as wishlist boards and service bookings, to create a more personalised and convenient experience.
Throughout the build, we collaborated closely with the 21 Overlays team to ensure the experience reflected both the precision of their products and the expectations of an enthusiast-led audience.
Results
The new Shopify Plus experience has delivered measurable improvements across the entire customer journey, increasing engagement, reducing friction and driving stronger commercial outcomes for 21 Overlays.
- 19% reduction in bounce rate, with 37% more users entering checkout, signalling a smoother and more intuitive path to purchase.
- +6% increase in average order value (AOV), supported by clearer product presentation and a more considered UX.
- +72% uplift in Conversion Rate, creating greater efficiency and operational alignment behind the scenes.
With a platform now built for precision, performance and scale, 21 Overlays is equipped to accelerate growth and better serve its enthusiast-driven audience.
