What they do
Urban Folk is a design-led Shopify agency in Toronto, founded and led by Matt Humphreys, who has spent two decades in digital and teaches UX at George Brown Polytechnic. Its work runs in three stages: UX research and audits to find where shoppers drop off, UX and UI design with ongoing CRO and A/B testing, and Shopify and Shopify Plus development, including site speed work and integrations with ERP and OMS systems. Its clients come mainly from home and furniture, health and wellness, fashion and automotive parts, with experience across beauty, food and beverage, jewelry and subscription brands.
Who they suit
Urban Folk suits growing Shopify brands that want senior people working directly on their store, without layers of account managers, and that care about conversion as much as design. It is a good match for brands replatforming to Shopify Plus or redesigning a store that underperforms, since every project starts with research and usability testing before design begins. Most builds take 8 to 12 weeks, and many clients stay on afterwards for testing and continuous optimization.
