Case Study: Mayarya Creates a Dynamic User Experience to Showcase Unique Maternity-Wear

Mayarya is a maternity-wear fashion brand with a mission to create pieces of clothing that are bump-friendly, but not for bump-only periods. The Hong Kong based company had a pre-existing ecommerce store for online sales, but they wanted to move to Shopify and use Shopify’s customization and myriad of shopper friendly ecommerce features to unlock the full potential of ecommerce customer engagement. Mayarya enlisted Wave Commerce to create custom features and design a cohesive UX for their storefront that could translate the offline browsing experience onto a digital platform. Together, they worked to develop a seamless shopping experience where online shoppers could click to see how clothing pieces looked in various colours as well as on non-expecting, expecting, and breast feeding models.


Mayarya’s always had a user-friendly online storefront with beautiful galleries to showcase their dresses and other maternity-wear lines. After several successful years and with the hindsight of experience and feedback from customers, Mayarya wanted to take their storefront experience to the next level by further tailoring their online store to give target customers a user experience that highlighted the versatility of their maternity wear. They needed a technology partner who could create the new features that Mayarya envisioned and weave them naturally into their new Shopify storefront.

Adapting Shopify for Fashion Industry Customer Browsing Experiences

Wave Commerce helped Mayarya create browsing features that are tailored for maternity fashion as these features are often not available on Shopify’s out-of-the-box theme templates. In order to create an online shopping experience that mirrored fitting room try-ons, Wave Commerce helped Mayarya create colour swatches and icons that allowed online shoppers to see models wearing a clothing style when they were expecting, not expecting, and breastfeeding. Being able to see how clothing pieces looked like in a gallery gave browsing shoppers the same convenience as in-store shopping would have when sorting through the racks.

In order to deliver this browsing convenience throughout the online store, Wave Commerce developed custom scripts and logic into Shopify’s theme files for the store gallery and individual product pages to allow shoppers to see the available colors and suitability for their body shape in both parts of the website. These small colour swatches and icon buttons created an intuitive user interface that differentiated Mayarya’s website and clothing line.

To create a personalized customer experience that would help new visitors get acquainted with the the site, Wave Commerce also created a display banner to explain the unique buttons and website navigation for new visitors or return visitors after 30 days.

By adding integrated features to their Shopify store that could enhance an online browsing experience and provide images to help customers to make purchasing decisions, Mayarya was able to relate to a global audience and increase their conversions by 2.5x within 5 days of store launch.

“The feature [tailoring the UX for showcasing maternity wear] is such a game changer for us and great way to communicate our concept with our shoppers. It’s also very easy to maintain and update from the merchant’s point of view. It was great partnering with Alex and Chester from Wave Commerce because they understand our needs and implemented exactly what we wanted on Shopify. They are very detailed and easy to work with!”
– Reika Shetty