2020 Magento 1.0 Migration to Commerce Cloud

The Importance of Balancing Business Needs with User Needs — And What Taking the First Step Toward a Normalized Shopping Experience Looks Like

  • Job Title
  • Senior Web Designer
  • Research
  • Prototyping
  • User journey mapping
  • Competitive analysis
  • A/B testing
  • Design & Production
  • Low fidelity wireframes
  • High fidelity prototypes
  • UI & UX Design
  • Dev documentation

The Scenario

You're the CEO of a rapidly growing, multi-million-dollar eCommerce brand. It's late 2019, and your numbers are booming. Next year's forecast looks stronger than ever — you're ready to celebrate. Then, an unexpected email lands in your inbox from your in-house UI designer. It contains a sobering analysis of your website's performance.

Despite strong business results, the platform powering your online store is falling behind. It's burdened by slow in-cart times, poor accessibility, outdated tech, and a lack of mobile-first design — all crucial to staying competitive in modern eCommerce. Add to that a looming platform end-of-life, and the message becomes clear: now is the time for change.

To maintain momentum and deliver the user experience your customers expect, you give the green light to migrate your website to a more modern, flexible, and user-centric platform.

The Brand

Pajamagram
A seasonal powerhouse in pajamas and loungewear, Pajamagram thrives during the holidays, with customers shopping for matching family sets and personalized gifts for loved ones.

Todd's Role

As the sole UI designer for Pajamagram.com, Todd led the redesign effort from start to finish. He was responsible for research, platform proposal, concept development, and end-to-end execution.

The Team

Todd worked in collaboration with external development partners, upper management, in-house graphic designers, merchandisers and marketing teams.

Staying Ahead of the Curve Is Critical — Especially in a Fast-Moving Digital Landscape

Initial Research:

In 2019, with Magento 1.0 nearing end-of-life, Todd initiated a thorough research phase to determine whether the brand should remain on the current platform or switch to a new one.

Competitive Analysis:

  • What features were competitors offering that Pajamagram wasn't?
  • How were others driving repeat visits and loyalty

Internal Testing & Data Analysis:

  • Cart and checkout durations were longer than average
  • Mobile usage was increasing rapidly (65% and rising)
  • Accessibility issues hurt both usability and search engine visibility
  • The rigid CMS structure made it difficult to launch campaigns or update layouts
  • Poor UX caused friction at nearly every step of the shopping journey
  • Despite high traffic, conversion rates were dropping

Key Insights & Pain Points:

  • Mobile-first experience was lacking: With mobile traffic growing, Magento 1.0 couldn't deliver a smooth mobile journey.
  • Homepage constraints: Rigid templates limited product visibility and blocked new promotional strategies.
  • Inflexible UX: Campaigns were hard to launch; upsells and personalization were buried.
  • Checkout complexity: Multiple steps led to a high cart abandonment rate.
  • User testing confirmed it all: Hotjar recordings and A/B tests showed increasing frustration — traffic was rising, but users weren't converting.

Proposing The Project:

By late 2019, Pajamagram made the strategic decision to migrate to Salesforce Commerce Cloud. This move laid the foundation for a normalized, modern shopping experience.

What Commerce Cloud Offered

  • A true mobile-first shopping platform
  • A flexible system for promotions and marketing touchpoints
  • Enhanced homepage layout and product discovery
  • Streamlined checkout for faster, smoother purchasing
  • Balanced focus on user experience and business performance
  • Full redesign of the mobile experience to reduce friction and improve engagement
  • Improved desktop optimization, preserving strong conversion rates on larger screens

Conceptualization & Redesign:

Guided by platform feedback, user data, competitive analysis, and input from Salesforce's CS Success director, Todd and the team reimagined Pajamagram's user experience from the ground up.

Touchpoints Redesigned:

  • Homepage
  • Main Navigation
  • Product Listing Pages (PLPs)
  • Filtering System
  • Product Detail Pages (PDPs)
  • Upsell Flow
  • Cart
  • Checkout
  • Promotional Gallery Insert

Tech Highlights:

Family Set Builder

A new shopping tool that streamlined how users could buy coordinated family pajamas:

  • Filters for person, size, and style
  • Guaranteed product visibility
  • Improved cart completion rate by 28% in family orders

Gift Experience Overhaul

Previously, upsells at checkout were mandatory and disruptive. Now:

  • Upsells became optional and intuitive, reducing checkout time by 23%
  • Users could easily add personalization or gift wrap without friction
  • Full accessibility ensured inclusivity and compliance
  • Simplicity made the process faster, more discoverable, and easier to manage

Brand Redesign Delivery:

With Pajamagram.com now hosted on Commerce Cloud, the team saw immediate and measurable improvements:

  • Product visibility increased sitewide — navigation and filtering helped users find items 40% faster
  • Promotional flexibility enabled real-time marketing updates during peak seasons
  • Templates were redesigned to support continuous A/B testing and faster optimizations
  • Site management became more efficient, allowing updates without full development cycles
  • Mobile traffic grew from 65% to 78% within the first year
  • Overall conversion rates increased by 31%
  • Mobile conversion rates improved by 36%
Mobile Traffic

+ 35%

Conversion Rates

+ 31%

The Result:

By Putting Users First — and Business Second — Pajamagram Improved Revenue, Conversion, and Long-Term Brand Loyalty

The migration wasn't just a platform shift — it was a user-centered transformation that empowered the business to compete more effectively, adapt more quickly, and convert more consistently.

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  • Contact:
  • toddunn@gmail.com
  • © 2025 Todd Dunn