Stephen’s Industries: Multi-Site Ecommerce Transformation, UX Overhaul, and Ongoing Technical Partnership

Stephen’s Industries had grown across multiple brands and legacy systems each operating independently and creating friction for both customers and internal teams.

The Magento sites for AquaLiners and FRS were slow, inflexible, and difficult to manage, while the WordPress site for Stephen’s Industries lacked the ecommerce functionality needed to handle non-bespoke product sales.

The goal was to create a unified digital ecosystem that serves distinct audiences while improving efficiency, accuracy, and scalability.

Key Issues

• Outdated Magento Platform: Complex to manage, slow to update, and costly to maintain, restricting marketing agility.
• Disconnected Systems: Each brand operated in isolation, with no shared data or integrations between sites.
• Manual Quoting and Pricing: Complex liner configurations required manual calculations, leading to inconsistent pricing.
• Limited Trade Functionality: No self-service trade portal or automated account pricing for B2B customers.
• Inconsistent Design and UX: Three brands, three different customer experiences, and no cohesive visual identity.

Objective

To migrate AquaLiners and FRS to Shopify, redesign all three websites, and deliver a streamlined experience supported by custom pricing calculators, trade portals, and a consistent brand experience across all divisions.

Shopify Replatforming & UX Overhaul

We began by migrating AquaLiners and Flexible Roofing Supplies from Magento to Shopify, selecting the platform for its scalability, flexibility, and ease of management.

A complete UX overhaul was carried out across both brands, built around distinct audience needs:

• AquaLiners – focused on inspiration, clarity, and guided purchasing for consumers and light trade.
• FRS – designed for speed, efficiency, and repeat purchasing by trade professionals.

We restructured navigation and product architecture to make product discovery intuitive, implemented performance-focused Shopify themes, and created clean, mobile-first layouts that significantly improved usability and conversion rates.

Custom Product Calculators & Pricing Logic

Due to the technical nature of the product range, standard Shopify functionality was not enough. We built bespoke pricing calculators for both ecommerce brands to automate complex configurations.

• For Flexible Roofing Supplies, the Roofing Calculator allows customers to specify project dimensions, roof pitch, and edging types. The tool automatically generates a complete materials list and adds all required components to the basket — reducing quoting time and human error.
• AquaLiners features a similar pricing engine capable of calculating custom pond liner sizes, trade discounts, and delivery charges dynamically.

These tools transformed how customers purchase technical products online, providing instant accuracy while streamlining internal order processing.

Trade Portals & Tiered Pricing

To serve professional customers, both ecommerce sites were equipped with secure trade portals featuring account-based pricing, order history, and exclusive discounts.

Trade users can log in to access custom pricing structures and place bulk orders with ease, while the internal team benefits from automated workflows that reduce administrative tasks.

This feature has become a key differentiator for both FRS and AquaLiners, strengthening trade relationships and driving repeat business.

Design & Brand Cohesion

Our design team developed a unified design language that connects the three brands while allowing each to retain its distinct identity.

• Stephen’s Industries (WordPress) refreshed to highlight bespoke fabrication expertise with clear service pathways and technical authority.
• FRS – a robust trade design with strong emphasis on clarity, trust, and conversion.
• AquaLiners – more visual and approachable, tailored to both consumers and trade audiences.

Custom illustrations were created for the Roofing Calculator to help customers visualise edging types and installation options, improving usability and engagement.

Digital Marketing & Technical Infrastructure

Beyond design and development, we manage ongoing SEO and PPC campaigns for both ecommerce brands driving traffic, capturing high-intent searches, and optimising conversions.

We implemented a complete analytics framework, including GA4 tracking, Google Ads conversion setup, and ongoing SEO monitoring to ensure long-term visibility and growth.

All sites are hosted on a dedicated UK server, ensuring fast load times and security across regions.

• Homepage before and after
• Product page or checkout flow transformation
• Mobile UX side-by-side improvements