EloiModern e-commerce is evolving, but many storefronts still struggle to balance high-end brand aesthetics with technical performance. For this project, I stripped away friction and built a storefront for Nothing that runs as fast and deliberate as the products themselves.
Note: This is a concept project inspired by Nothing's brand aesthetic, not an attempt to copy or replicate their actual website. The goal was to demonstrate a fully custom, headless Shopify build — showing how far you can move away from the usual Shopify template when you control the entire frontend.
The Problem: Designing for Focus#
Standard e-commerce templates make it hard to build a truly custom, performance-first experience. I wanted a shopping environment where the interface recedes and the product takes center stage, without heavy page loads or rigid navigation slowing the user down.
The UX Philosophy: Frictionless Intent#
Every design decision was grounded in three principles:
- Product Context — All decision-relevant information (variants, specs, details) is surfaced upfront, so the user has full clarity before committing to a purchase.
- Purchase Intent — A sticky CTA keeps the buy button visible while scrolling, removing hesitation the moment the user is ready to act.
- Reduced Interaction Delays — Instant updates and fewer page loads eliminate unnecessary waiting at every micro-interaction, so speed itself builds trust.
The Technical Backbone
I decoupled the frontend from Shopify's standard theme engine, building a custom interface that talks directly to the backend via GraphQL. Using the Vercel Commerce boilerplate as a foundation let me focus on the interaction layer instead of rebuilding basic infrastructure — giving full control over the experience while cutting development time.
Enhanced Cart Capabilities#
- Sticky Cart — Keeps the purchase action fixed and accessible while browsing product details.
- Slide-Over Cart — A Framer Motion-powered drawer that keeps the user on the page instead of navigating away.
- Dynamic Cart Editing — Variants can be changed directly inside the drawer, keeping the user in the flow without returning to the product page.
Shopify Integration#
The frontend is fully custom, but operational integrity stays in Shopify Admin — inventory, pricing, and secure checkout are all handled by Shopify.
Outcome#
The result is a storefront built around the user's intent: fewer clicks, faster interactions, and a shopping experience that turns browsing into a direct, high-performance path to purchase. It shows that owning the full interface makes the path from discovery to purchase effortless — and efficient, for both the user and the business.
This store is password-protected during development. Use password: nothing2026 to proceed.
