Luicella’s premium ice cream store

Staylime achieves 30% conversion increase of Luicella’s Ice Cream by launching a Magento-based online store, supplemented with custom functionality.

Project summary
UXD, Development, Integration, Extension customization
Magento 2, Ubuntu, Nginx, MySQL 5.6, PHP 7, Redis, Memcached, SSL
Backend Developer, Frontend Developer, QA Engineer, Designer, Content Manager, Project Manager, Account Manager
Online Store
2 months

Customer goals

From a small family-run ice cream parlor, Luicella’s Ice Cream has grown into one the most popular parlors of Hamburg specializing on crafting and distributing premium ice cream, sauces and toppings, blends and equipment for ice cream making via brick-and-mortar and online shops.

Aimed at increasing sales and enhancing brand image, Luicella’s Ice Cream decided to replace the legacy online store with a completely new Magento 2-based solution with engaging and modern UI, improved usability and boosted response times for catalogue browsing, add-to-cart and checkout.

2 000 000
Above all, the customer was going to present the updated website
on TV to the 2-million audience of the The Cave of the Lions, the German version of a famous US TV show Shark Tank.

Staylime wins the bid

Constrained by two-month deadline, Luicella’s Ice Cream was looking for Magento 2 experts, whose mature development processes would allow to jumpstart the work and deliver a full-featured and stable solution by the TV show broadcast time.

Staylime stood out of eight competitors for having large Magento expertise, flexible and proactive approach to process planning and high level of commitment.


The delivered online store is a combination of the default Magento 2 features such as product cataloguing, order, payment processing, and shipment management, and custom-developed functionality covering specific requirements of the ice cream parlor business.

Custom functionality

Shipment restrictions

To avoid melting of ice cream while en route to customers, Staylime implemented an algorithm restricting the delivery of melting products to neighboring countries. During checkout, end-users are suggested to either change the delivery address or to remove melting products from the cart.

Staylime wrote a single and complex backend request for retrieving the delivery map and the list of undeliverable products instead of two subsequent requests for each task, which helped to reduce the processing time significantly. Then, our team implemented a custom popup on the frontend part.

Combo pack constructor

From graphical design of all UI states to development and deployment, Staylime developed an ice cream pack configurator that enables end-users to create and order five unique ice cream flavors in bundle.

Relying on the Bundle Product—a Magento default product type—we spent minimum efforts and project budget, while ensuring time-proven quality and stability of the code.

Besides, we implemented an info popup depicting product details and contents upon a click on the item.

Advanced search

Assigning gluten-free, vegan, sugar-free and other tags to the products, we empowered end-users with convenient filtering and searching of the necessary item.

Based on Ajax Enhanced Layered Navigation, the algorithm enables filtering without the need of reloading the whole page. By adding MageWorx Search Autocomplete extension, we implemented a popup with instant search results retrieved from categories, CMS and popular search requests.

Gift cards generator

With MageWorx Gift Card extension, Staylime built a gift card generator as part of the customer’s Xristmas loyalty program.

The module empowers end-users to buy gift cards and apply them as payment for orders, while providing store admins with flexible configuration tools and detailed statistics in the gift card log.


Design implementation

Before exporting the delivered UI mock-ups to Zeplin for further implementation, Staylime designers made them compliant with Magento 2 Guidelines and resolved technical restraints.

As for the custom functionality, our team designed UIs from scratch in line with the customer’s brand book or configured style code for minor changes.

Custom development

Seeking to cover specific functional requirements of the customer, Staylime installed and tailored ready-made extensions including MageWorx Gift Card extension and Search Autocomplete, and Ajax Enhanced Layered Navigation.

Content management

As soon as the website was deployed, tested and stabilized on staging, Staylime filled the product catalog with item descriptions, assigned tags and enriched content pages with sound wording that supported the customer’s business vision.

Ongoing support and improvement

Staylime has been providing continuous stability and security updates for both the Magento core and third-party extensions, as well as implementing custom functionality extensions and synchronizing the deliverables with the latest Magento 2 version.

These activities allow keeping the solution in tune with the changing business needs and technology context.


Staylime met the 2-month deadline, having delivered the solution by the TV show. During the live TV show, every feature of the website worked correctly against extreme peak loads.

Since its release in September 2017, Luicella’s Ice Cream store has been operating successfully, while Staylime has been continuously monitoring and advancing it to the customer’s immense pleasure.


The projects they worked on were excellent, and I can’t think of anything they should improve on. There are plans to work with them on more projects for other startups in our portfolio.

Alex Koch
CTO, Freigeist

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