Man running on the hills with beach in the background

Grounded in Nature: A Fresh Digital Step for a Natural Shoe Brand

Natural movement deserves a naturally great experience.
I redesigned this West Virginia-based shoe store’s website to match the quality of its products—minimal, fast, and beautifully functional.
The goal was simple: make online feel as personal and purposeful as in-store.
Logo of Two Rivers Treads with blue footprints, a red heart, and text 'Run Walk Health'.
Ransom, United States
Dr Cucuzzella

Dr Cucuzzella

Business Owner

Project Brief

This U.S.-based natural shoe company operates both a local shop in West Virginia and a growing online storefront. Known for its minimalist, health-conscious footwear, the brand needed a website that reflected its values—clarity, comfort, and quality. The original site felt outdated, slow, and lacked the design polish needed to match the ethos of the products. I led a complete redesign focused on improving user experience and site speed, introducing a clean, modern aesthetic with earthy tones, high-impact visuals, and simplified navigation. The result is a streamlined store that mirrors the brand’s grounded identity—both visually and functionally.

Project Goals & Strategy Overview

The goal was to bring digital consistency to a brand already trusted locally—making the online experience feel as warm, clear, and confident as the in-person one.

UX-Focused Redesign

Simplify browsing and navigation to improve clarity and ease of shopping.

Speed & Performance Upgrade

Enhance performance across devices for smoother, faster experiences.

Visual & Brand Cohesion

Align the look and feel with the minimalist, nature-based brand values.
Step 1

Discovery & Brand Alignment

Researched the brand’s roots, in-store experience, customer base, and key values to define tone and style guidelines for the redesign.

Step 2

UX & Layout Redesign

Simplified the structure, improved header navigation, optimized above-the-fold content, and created a more intuitive mobile experience.

Step 3

Visual Refresh & Palette Update

Introduced a new color palette inspired by nature and comfort. Enhanced typography, image layout, and whitespace for a more breathable feel.

Step 4

Speed & Optimization Enhancements

Compressed images, removed legacy scripts, reduced font load, and restructured code for fast load times across all devices.
Man running on the hills with beach in the background

Project Outcome Results

The new site is faster, easier to navigate, and visually aligned with the brand’s minimalist mission. Customers can now shop with ease and confidence, and the brand has a modern platform ready to support its next phase of growth—both locally and online.

Key achievements
  • Delivered a full UX redesign rooted in natural, minimal design
  • Elevated brand perception with updated visuals and messaging
  • Improved performance and reduced friction on mobile and desktop
  • Modernized layout while keeping content warm and human

Business Impact
  • Strengthened online store to better match in-person experience
  • Increased shopper engagement and brand trust
  • Created a digital foundation for future product launches and campaigns
  • Supported long-term growth with performance-focused improvements
+41%

increase in average session duration

+36%

reduction in homepage bounce rate

-27%

improvement in mobile load speed

+22%

increase in average session duration

"Aleksander exceeded all expectations on this project and was an absolute game-changer! When we felt lost navigating Shopify, Aleksander stepped in with expert guidance and led us to success. His work ethic is impeccable—always punctual, highly knowledgeable about Shopify and web mechanics, and a fantastic problem solver.

Every project was completed on time and with precision, showcasing his dedication and expertise. Aleksander's ability to simplify complex challenges made him incredibly helpful and a joy to work with. I wholeheartedly recommend starting a conversation with Aleksander—you won’t be disappointed!"
Dr Cucuzzella

Dr Cucuzzella

Business Owner

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Alek Tysklind

Alek Tysklind

Shopify Theme Developer

I’m Alek, a Shopify optimization specialist with years of experience helping brands build faster, higher-converting stores. From speed improvements to CRO and migrations, I focus on creating Shopify experiences that drive real growth.

Man running on the hills with beach in the background

Natural movement deserves a naturally great experience.
I redesigned this West Virginia-based shoe store’s website to match the quality of its products—minimal, fast, and beautifully functional.
The goal was simple: make online feel as personal and purposeful as in-store.