Destira: Streamlining the Customer Journey & eCommerce Operations with Shopify Managed Services 

Destira is a family and women-owned apparel brand with more than three decades of roots in gymnastics. Founded by a gymnastics mom who began designing leotards for her daughters, the company has grown into a trusted brand serving gymnasts, families, coaches, and gym owners across the U.S.  

The brand offers gymnastics leotards, unitards, activewear, swimwear, dancewear, and accessories designed around comfort, performance, style, and freedom of movement. Destira also supports gyms and pro shops through wholesale, consignment, teamwear, event sales, and custom apparel programs 

Destira’s priority was to create a smoother, more reliable shopping experience while improving the functionality needed to support its wholesale business. 

Key Challenges

• Complex Customer Journeys: Customers needed a simpler way to browse collections, discover products, understand options, and move through the purchase journey. 
• Wholesale Requirements: Wholesale customers required functionality beyond a standard B2C shopping experience, including bulk ordering, discounts, cart management, and order notes. 
• Ongoing Shopify Issues: As the store evolved, Destira needed ongoing support to address technical issues, optimize functionality, and implement new requirements. 
• Performance & User Experience: Improving site performance and reducing friction across navigation, product discovery, cart, and checkout became important priorities. 
• Limited Visibility into Customer Behavior: Destira needed deeper insights into how customers interacted with the website to identify usability issues and opportunities for optimization. 

Solution: Continuous Shopify Optimization with i95Dev 

i95Dev worked with Destira as an ongoing Shopify partner, providing continuous technical, functional, and optimization support. 

1. Improved Product Discovery & Navigation 

• Improved navigation across collections and product categories 
• Enhanced product discovery and browsing experience 
• Optimized the customer journey across desktop and mobile 
• Reduced friction between product discovery and purchase 

2. Enhanced Cart & Checkout Experience 

• Improved cart functionality for different customer requirements 
• Addressed checkout and cart-related issues 
• Supported smoother purchasing journeys 
• Implemented functionality based on evolving business requirements 

3. Strengthened Wholesale Commerce 

• Enhanced B2B cart functionality 
• Supported wholesale discounts and pricing requirements 
• Improved bulk ordering capabilities 
• Added support for order notes and specific wholesale requirements 
• Improved inventory handling for wholesale customers 

4. Ongoing Shopify Store Management 

• Monthly task planning and prioritization 
• Continuous troubleshooting and issue resolution 
• Shopify configuration and customization 
• App and integration support 
• Security and technical maintenance 
• Support for seasonal and promotional launches 

5. Data-Driven UX Optimization 

Analyzed approximately 3,500 Microsoft Clarity recordings to understand customer behavior. 

The insights helped identify: 

• Navigation challenges 
• User experience friction 
• Product discovery opportunities 
• Cart and conversion barriers 
• Mobile usability improvements 

These findings were used to prioritize future optimization initiatives. 

6. SEO, Analytics & Conversion Optimization 

• Ongoing SEO improvements 
• Analytics support and optimization 
• Conversion rate optimization initiatives 
• Performance improvements 
• Identification of opportunities to improve customer engagement and conversion