What did the studio build for Smuchie?

The rename from Derrière and the wordmark, a headless Shopify store on its own front end, the product page and packages, the plan quiz and its five plans, gift delivery and emails, five markets, the tracking, and a private dashboard for the owner.

Why a headless store instead of a Shopify theme?

To own every detail of the product page and the bag, load fast on a phone, and keep cookies and analytics first-party, while Shopify still runs products, payments and checkout.

How does the quiz pick a plan?

Each answer adds points to some of the five plans and the highest total wins. A baby in the last three months always means After-Babies Comeback, and no baby takes that plan out of the running.

How do the gifts reach the buyer?

When Shopify marks an order paid, a webhook sends the quiz link and the Setup & Care Guide. The plan follows ten minutes after the quiz, and the gift lines are fulfilled automatically.

How does the store sell in five countries?

It uses Shopify Markets, with a fixed price list for each country. The site asks Shopify for prices in the visitor's country, sets that country from their location, and offers a switcher in the footer.

How is the store tracked?

The site runs the Meta Pixel with IDs for deduplication, Meta's Shopify app reports checkout and purchase, and a port of Shopify Analytics lets the headless page count sessions.

Can the owner run it without a developer?

Day to day, yes. Products, prices and orders live in Shopify, and the dashboard shows sales, sessions and quiz results every minute. Packages, markets and policies are set by scripts kept in the project.

A headless store selling EMS shorts in five countries

Smuchie

Headless store, quiz and brand

Q: Which payment methods does checkout take?

Checkout is Shopify's own, on checkout.smuchie.com, with Shop Pay, Apple Pay and Google Pay offered as express options.

E-commerce
Brand
Headless Shopify

A whole store built around one product

Smuchie sells one product: EMS shorts with soft pads that make the glutes work while the wearer sits. A session takes twenty minutes, on the sofa, at a desk or once the kids are asleep.

We built the brand and the store end to end: the name change from Derrière to Smuchie, the wordmark, a headless Shopify store on its own front end, the product page, a quiz that matches each buyer to a plan, the gifts that follow every order, five markets, and the tracking behind all of it.

smuchie.com takes orders in five countries: the US, Canada, the UK, Australia and New Zealand.

Visit live site

Services

Naming & wordmark
Research-led positioning
Product page UX & copy
Headless Shopify development
Packages & offer structure
Plan quiz & matching engine
Gift delivery automation
Transactional email
Multi-market pricing & currencies
Meta Pixel & Shopify Analytics
Owner dashboard
Performance optimisation

Creators on the product page

Short creator videos sit beside the written reviews, cropped to a clean 9:16 and played in a custom player that never jumps to full screen.

Selling one product to women who had given up on gyms and gadgets

The positioning came from five research documents built on 818 forum posts: a buyer profile, an offer brief and the beliefs a woman needs to hold before she buys. The women in those posts sat for hours a day and had given up on gyms and gadgets. In 9 of 10 threads about glutes, they said they felt workouts in their quads instead.

The brief set guardrails for an EMS product sold to the public: no medical words, and no promise the product could not keep.

The store had to sell one product in three packages, send a personal plan after every order with no manual work, and show prices in the shopper's own currency in five countries, all on a custom front end rather than a Shopify theme.

The product page buy box with the gallery, price and package choice

How it works: still struggling to feel your glutes?

One pair, four zones: Fusion, Glute Focus, Pelvic Floor and Inner Thighs

The store in motion

This is the live product page at smuchie.com on desktop and on a phone, scrolling through the buy box and packages, how it works, the timeline, the four zones, the reviews and the questions.

smuchie.com

A store on its own front end, with Shopify behind it

The front end is static HTML, CSS and JavaScript modules on Vercel, with no theme and no framework. Shopify runs products, carts and checkout through its Storefront API, behind a small proxy on smuchie.com, so cookies, prices and analytics stay first-party.

Every price comes from Shopify in the shopper's currency. Each package is a real variant, the free gifts are real zero-price products, and checkout runs on checkout.smuchie.com with Shop Pay, Apple Pay and Google Pay.

What we built

A plan for every buyer, picked in two minutes

The quiz asks ten questions, one at a time, with a short word of encouragement along the way. The answers score five plans, and the winner is emailed as a 15-page PDF ten minutes later. This recording uses the store's test mode, so nothing is sent.

The quiz intro: Hi Amy, let's build your plan

Question 1: what do you want most from your shorts?

Question 2: what does a normal day look like?

Question 6: what usually gets in the way?

Question 7: when could you fit in 20 minutes?

In your own words: what made you get Smuchie?

Five plans, one match

This is the store's real matching engine, running on this page. Every answer adds points to some of the five plans and the highest total wins. Two rules sit on top: a baby in the last three months always gets the gentlest plan, and a woman without children never gets the after-babies one.

It plays through sample buyers from the test set on its own. Pick any answer to try it yourself.

01What do you want most from your shorts?
02What does a normal day look like?
03Which age group are you in?
04Have you had a baby?
05How much do you move right now?
06What usually gets in the way?
07When could you fit in 20 minutes?
08How many days a week feels doable?
09Do you know what EMS is?

Scores

Office worker, 28, glutes asleep

After-Babies Comeback0
Sit-Down Reset0
Busy Woman0
Firm & Toned0
Strong For Life0

Matching

9 questions to go

Fifteen pages, written for her

Each plan is a 15-page PDF in the brand's own type and colours, written as data and rendered by a script, so a change to one sentence reaches every copy. It covers why her body feels the way it does, safety checks before she starts, the setup, the two modes that suit her, where sessions fit in her day, four weeks of sessions, what to expect, what to do if something feels off, and a tracker to tick each session.

Shown here: the After-Babies Comeback Plan.