Summary
Dollsinbows required a complete rebuild of their e-commerce infrastructure — transitioning from a legacy platform to a custom headless architecture that could carry a luxury brand identity without performance compromise.
TypeCommercial
ServicesHeadless Commerce
Timeline8 Weeks
Year2025
APPROACH
Headless Architecture & Restraint
Built on Next.js with a custom API-first integration. Design tokens defined at the source — every type scale, spacing unit, and colour decision lives in a single config that propagates through every component. This is not aesthetic work bolted onto an engineering project. It is a design system built into the architecture from session one.
ENGINEERING
Decisions & Optimisation
• Custom cart state management without a third-party library
• Image optimisation pipeline via next/image with Cloudinary as origin
• Component-level code splitting for sub-3s LCP on product pages
RESULT
Conversion & Performance
Sub-2s Largest Contentful Paint (LCP) and a 45% increase in conversion through frictionless cart architecture and a design system focused on speed.
