Pavilion Bakery
Pavilion Bakery Shopify Website Case Study
  • Strategy
  • UX / UI Design
  • Ecommerce

Pavilion Bakery Shopify Website Case Study

Pavilion is a specialty bakery offering the very best sourdough bread, pastries and coffee. With a trio of established stores in East London Pavilion have recently opened their first bakery outside of the capital in Newquay, Cornwall. The team approached Dewsign with a brief to create a new overarching website for the business.

Pavilion Bakery Bread
Pavilion Store
Pavilion Baker
Pavilion Bakery Ingredients
Newquay Pavilion Bakery
Pavilion Bakery Making Bread

Business Goals

A site portraying the soul, personality and roots of the much-loved brand was the aim. With the addition of a brand new ‘Click and Collect’ functionality launching in the Newquay store. The move from Pavilion’s historical website to the Shopify platform will future proof the business for any further expansion or commercial development.

What we did

The new website shares the story of the Pavilion journey over the last 15 years. The image-led site exudes the feel of a digital magazine that changes with the seasons. The user can explore each store by location, with the added ‘Click and Collect’ functionality for customers in Newquay to order online for in-store collection. Through the integration of Zapiet and Kosmos with Pavilion’s POS system Revel, the Newquay bakery can process orders without delay, ensuring customers secure the products they want.

Understanding Users

Developing user personas is key to Dewsign’s user experience (UX) approach. Personas are developed during a workshop with the client in which we define customer profiles and their respective needs. The resulting information is invaluable to inform how to best solve user problems and provide solutions in the UX development phase.

Pavilion Bakery Image

User Experience

The UX process for Pavilion Bakery was focused on solving two key issues, creating an image-led journey for each store and developing a ‘Click and Collect’ service for customers.

Information from the user personas workshop informed us of the high level of traffic coming from Instagram and leading to a mobile-first approach.

Attention to detail

We created a bespoke icon set to marry up with the Pavilion logotype. This weight was brought throughout the site within the graphic user interface (GUI).

Pavilion Customers
Pavilion Naker
Pavilion Cafe


Rules have been set for imagery used on the site. Any film photography with the borders is to be used within a grid. Conversely digital imagery without borders can only be used at full width.

Desktop UI

It all comes together to create this stunning site that is not only a great user experience but also showcases the Pavilion brand and is a vehicle to allow them to tell their unique story.

Seamless Check Out Experience

To create a seamless check out experience the add to cart button was custom developed to be on the collection pages as well as allowing the user to change the quantity. This makes for a faster experience where clicking into the products is not necessary.

Pavilion Click and Collect

Click and Collect

A custom ‘add to cart’ button was developed for a seamless check out experience on the collection pages, as well as allowing the user to tailor product quantity. Both elements increase checkout speed, and remove the need for clicking into products.

POS integration with Shopify

The integration of Revel with Pavilion Bakery's new Shopify store, required an app called Kosmos to link the two. Kosmos allows for inventory and orders to be synced and provides the opportunity to schedule daily order and inventory updates, paramount for the smooth running of Click and Collect orders when running alongside a brick-and-mortar store.


A branded newsletter template to promote the new ‘Click and Collect’ service in Newquay was created. Email automations will alert customers to promotions and opportunities to be first to know about menu updates.