MINISO

From the outset, our goals with Miniso USA were clear: design a front-facing storefront that captures the brand’s playful, design-forward aesthetic, while empowering Miniso’s internal team with flexible, performance-first infrastructure. We began by conducting a comprehensive audit of their existing setup—reviewing site speed, UX flows, existing content structure, and vendor integrations.

Working closely with the Miniso team, we defined key project milestones, page hierarchies, and functional requirements. We surfaced opportunities for dynamic interactions, landing-page flexibility, and modular content assembly. We also scoped vendor dependencies (e.g. logistics, rewards, third-party tools) so that expectations, APIs, and communication paths were mapped in advance. This upfront clarity enabled us to reduce scope creep and deliver with precision.

In the design phase, we leaned into Miniso’s brand — fun, bold, and ever-evolving — while prioritizing clarity and usability. Our design team crafted fresh templates for core pages (home, category, product, landing pages, etc.) that highlight featured collections, limited-edition collaborations, and weekly drops in an engaging, visual way.

We introduced custom layouts and flexible content modules, giving Miniso’s internal team the power to build attractive pages without needing developer intervention. We also incorporated motion design, advanced parallax scrolls, and subtle transitions to infuse energy without compromising page performance.

Throughout, we iterated closely with the Miniso team, refining details like typography scale, image treatments, hover states, and responsive behaviors to ensure consistency across devices and use cases.

On the development side, we built a fully custom Shopify theme tailored to Miniso’s unique needs. Key technical features included:

Custom Shopify Sections & Fields: We built a wide array of custom sections and metafields so that Miniso staff can update content, build landing pages, and manage promotions all from the Shopify admin—no code required.

Dynamic Feature Implementation: We leveraged Shopify’s latest best practices—JSON templates, dynamic rendering, and modular schema—to ensure features scale gracefully and minimize performance overhead.

Advanced Parallax & Animation: We developed scroll-driven animations, parallax layering, and micro-interactions that elevate the visual experience while respecting performance budgets.

Third-Party Coordination: We served as the technical liaison between Miniso and external vendors, ensuring that APIs, SDKs, and integration points (e.g. rewards, shipping, analytics) were properly aligned and tested.

Rigorous QA & Iteration: Over multiple rounds, we tested across devices and browsers, resolved edge cases, refined load sequences, and polished transitions to deliver a refined, stable end result.

The combined result is a high-performance, feature-rich site that both delights customers and gives Miniso’s team agency over their own content.