The Great Frog



Web Design Web Development


The Great Frog


2016 – 2018


Photography: Sam Christmas

Legendary Carnaby jewellery shop The Great Frog made its name catering to a niche clientele of rockers, bikers, punks, and those on the edge of the mainstream since the ’70s. The Great Frog is known for its unconventional jewellery that counts Motörhead, Iggy Pop, Jay Z, Kate Bush, Iron Maiden, and Metallica among its fans.

Between 2016 and 2018, I collaborated with The Great Frog team to create a custom responsive website and online store tailored to meet the needs of the company and its customers.

The TGF homepage


Despite not being responsive, around 42% of visitors accessed The Great Frog’s website via their phones, 36% via tablet, and only 22% via desktop. In addition, the store was running on an outdated ecommerce platform which made customisation difficult and presented an unattractive front-end. My goal involved creating a new fully responsive website that would make it easier for customers, especially those on mobile and tablet, to make a purchase.


With the help of Sam Christmas’ photography I created a visually engaging and highly functional website that was accessible on mobile, tablet, and desktop devices. For example, to enhance user experience I restructured product pages by organising product information into easily navigable tabs instead of having it all in one block alongside product photos. This method enabled users to quickly locate the details they need without being overwhelmed. I also leveraged analytics data to inform our focus on the new website, making it more streamlined and user-friendly.

Geotargeting was employed to cater to both UK and US catalogues, this approach eliminated the need for separate websites. It allowed us to display products and charge customers in different currencies, and tailor messaging and product descriptions to customers based on their location.

During this period I handled the migration of the web store from a previous ecommerce platform to WooCommerce, along with necessary SEO improvements. I also managed the integration of two new payment systems, designed and built the newsletter templates, implemented analytics event tracking, conducted browser testing, and trained TGF staff to use the new system.

In October 2018, we launched an updated version of The Great Frog website with UI and photography updates. This also included the release of the TGF Wedding Collection.


After its redesign in 2016, the site doubled its monthly sales and visitors within a year. In 2018, further UX and UI improvements helped increase revenue via mobile visitors by 26%, resulting in an overall 16% increase in ecommerce revenue YoY.

A TGF Wedding category PDP on mobile


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