In depth on

Prodani Miami

High-Protein Dessert Brand, Miami, Florida

Brand Direction
Shopify Theme Development
Performance Engineering
Accessibility
Content & Copy
Packaging Direction
Trade Show Design

Overview

Prodani Miami sells high-protein desserts on Shopify. We rebuilt the storefront as a bespoke theme on Dawn 16, then measured it against the old one. Both versions went through the same instrument at the same viewport (five interleaved runs per page, cache disabled, headless Chrome driven over the DevTools protocol), so every figure here is measured, not estimated. The homepage lost three quarters of its weight, most of that a 5.6MB hero video re-encoded to 375KB. Alongside the rebuild we shaped the brand direction, packaging, and trade show presence.

Scope

Bespoke Theme on Dawn 16: Rebuilt from scratch: new header, video hero, wave marquee, filterable collection, scroll-stacking stats deck, Meet Your Baker, reviews, and a real enquiry form.
Measured, Not Estimated: Five interleaved runs per page per version, cache disabled, at a pinned 1150 × 1000 viewport. Reported value is the median.
The 5.6MB Hero Video: Served raw on the old theme. Re-encoded to 375KB, roughly three quarters of the homepage weight saving on its own.
Fonts Brought In-House: Google Fonts was a blocking third-party request on every page. Three self-hosted woff2 files, 42KB total, replaced it.
Contrast Computed, Not Eyeballed: Every text and control pair checked against WCAG before it shipped. One h1 per page across all sixteen routes; alt text on every homepage image.
What Got Worse, On Purpose: The homepage is 69% taller and the product page 5% heavier. Nine sections instead of four, and a gallery that shows the cake bigger.

Results

−74%homepage weight, 6.95MB to 1.83MB

−54%largest contentful paint, 768ms to 352ms

−84%product page layout shift, 0.075 to 0.012

−66%server response across four pages, 151ms to 51ms

89 checks, 0 failures: run read-only against the theme before publishing, and again against the live storefront afterwards. Every route renders, add-to-cart works end to end, every asset resolves. The four figures that moved the wrong way are published alongside the forty that didn't.

Before and after

Both versions at the same 1150 × 1000 viewport, captured on the same afternoon. Old theme on the left, the rebuild on the right.

A Prodani Miami product page before and after the rebuild, both at 1150 pixels wide — **Product page**−84% layout shift · −68% DOM elements

The Prodani Miami Meet Your Baker page before and after the rebuild, both at 1150 pixels wide — **Meet Your Baker**−39% largest contentful paint · story lifted out of theme settings

The Prodani Miami contact page before and after the rebuild, both at 1150 pixels wide — **Contact**Two fields became a real enquiry form, next to a map