Magento Optimisation & UX Overhaul for Hedges Direct
Project Overview
Hedges Direct is one of the UK’s leading online hedge and plant retailers. With thousands of SKUs and a highly seasonal sales cycle, they needed a high-performing e-commerce platform that could grow with them. ITQ Commerce was brought on board to deliver a two-phase engagement.
- Phase 1: A full replatform from SellerDeck to Magento with a UX/UI overhaul.
- Phase 2: Ongoing optimisation, performance tuning, and conversion rate uplift through monthly strategy and support.
ITQ Commerce led a full rebuild and optimisation of Hedges Direct’s eCommerce store - powered by Hyvä. The result: a faster, more intuitive user experience, better conversion paths, and a technical foundation that can scale with the brand.
Key Metrics & Results
Since partnering with Hedges Direct, ITQ has helped deliver substantial year-over-year performance gains across the board. Our work on UX, CRO, platform strategy, and Magento optimisation contributed to significant uplifts:
These results reflect a strengthened customer experience, smarter UX flows, and improved engagement throughout the purchasing journey.
Solutions Provided
This project was delivered in two key phases, with ITQ Commerce leading development and UX strategy, and Hyvä powering the frontend development behind the scenes.
⚙️ Replatforming and UX Overhaul
- Replatformed to Magento 2 with full data migration (products, categories, customers)
- Led UX workshops and designed a mobile-first interface built around real customer journeys
- Implemented key user tools:
- Hedge Finder for guided product selection
- Planting Density Calculator to enhance product page utility
- Integrated Stripe one-page checkout, Feefo reviews, and key marketing functionalities
- Ongoing roadmap support and Magento 2.4.7 upgrade
🚀 Hyvä Frontend for Flexible, Clean UX
Instead of using Magento’s default Luma or headless stacks, we deployed Hyvä - a modern, stripped-back theme offering exceptional frontend development control.
With Hyvä, we achieved:
- Greater design flexibility for key pages (category, product, checkout)
- Clean, minimal frontend code that improved developer efficiency
- Faster build times for UX enhancements and custom components
- A smoother experience across devices, with consistent design control
- A future-proof frontend framework that’s easy to evolve with Magento
🛒 CRO & Ongoing Strategy
- Regular performance, UX, and CRO audits
- Monthly roadmap planning between ITQ Commerce and Hedges Direct
Partner Ecosystem: Hyvä
Choosing Hyvä enabled ITQ Commerce to move quickly, build efficiently, and deliver high-quality UX at scale. For Hedges Direct, this meant faster time-to-market for improvements, lower long-term development costs, and a simpler frontend architecture to maintain.
Key benefits of Hyvä in this project:
- Lightweight codebase means faster development and lower technical debt
- Visual control across layout elements without relying on heavy JS libraries
- Mobile consistency with minimal rework
- Compatible with Magento 2.4.7 and scalable with future extensions
Hyvä isn’t about hype - it’s about helping teams ship better UX, faster. It’s now our default frontend recommendation for Magento projects focused on agility and scale.
This switch in hosting partners proved pivotal, and Hedges Direct continues to benefit from Corefinity’s deep Magento knowledge and hands-on performance support.
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