What exactly does 10turtle do?

Three things, with a dedicated expert team for each: web design and development, branding and creative, and AI automation. You work with one accountable partner instead of stitching together separate vendors.

Do you only build new sites, or do you also redesign existing ones?

Both, equally. Roughly half of our work is rebuilding sites, brands, and workflows that companies have outgrown, and the other half is building from zero.

Who is on the team that handles my project?

A dedicated team per capability: web designers and engineers, brand designers, and AI engineers. One accountable lead owns the outcome end to end.

What is the free audit and what do I get?

A no-cost review of your website, brand, or workflow with specific, prioritised findings plus a clear plan. There is no obligation to hire us afterwards.

Where is 10turtle based and who do you work with?

Headquartered in Surat, India, with offices across the USA, Canada, and the UAE, serving clients in 37+ countries. We work with DTC and B2B brands that care about accountability and measurable results.

Is the AI automation work tied to one vendor?

No. Anthropic is a partner, not a dependency. We design automation around your stack and goals rather than locking you into a single platform.

✳ MOBILE / FRICTIONLESS SHOPPING10TURTLE / SYSTEM 06 OF 06

06 / FRICTION REDUCER · MOBILE EXPERIENCE

Less friction.
More flow.

Research-backed mobile shopping, without building another app.

EXPLORE SYSTEM ↘

06 / 06BUILT TO REMOVE FRICTION

Mobile shoppingNavigationConversionSCROLL TO DISCOVER ↓

[01]✳ THE IDEA10T / COMMERCE SYSTEMS

Your store. Reimagined for the hand.

Designed for an existing store, grounded in how shoppers actually think and behave.

06↗

A mobile experience layer that keeps the existing ecommerce store, domain, products, cart, checkout and backend, but makes the storefront behave more naturally like a mobile shopping app when someone visits from a phone.

There is nothing to download and no separate app to maintain.

Bottom navigation for important destinations. Sticky Add to Cart. Touch-friendly controls instead of small links. Quick Search & Filters. Simplified categories with fewer navigation levels. Focused product layouts. Easy Cart & Account access from anywhere in the journey.

The purpose is simple: reduce the effort between opening the store and reaching the product or action the shopper wants.

[02]✳ LIVE EXPERIENCE10T / COMMERCE SYSTEMS

Watch the mobile journey change.

Interact with the walkthrough to explore what the experience does at every step.

Swipe for the next step

Swipe the demo or use the arrows for the next step. Click a step above to jump to it.

✳ WORKING EXPERIENCEINTERACTIVE
WALKTHROUGH

The product is designed to work inside the existing ecommerce experience, not as a separate destination.

EXPLORE THE METHOD ↘

[03]✳ BEHIND THE SYSTEM10T / COMMERCE SYSTEMS

From browsing to buying.

Each interaction follows an intentional sequence—not an arbitrary collection of features.

MOBILE / FRICTIONLESS SHOPPING

AT A GLANCE / THE FLOW

Open store→Find category→Filter→View product→Add to cart

[04]✳ THE EVIDENCE10T / COMMERCE SYSTEMS

Why less effort matters.

The studies and established principles informing how this experience is designed.

EVI-
DENCE↗

Research translated into practical interfaces.

RESEARCH PAPER

Website Morphing

MIT · adaptive interface principle

+20%purchase intention, almostEstimated in MIT’s experimental BT website setting

A website doesn’t need to present the exact same interface to every user. Its structure, navigation, tools and presentation can adapt to create a more suitable experience.

HOW WE APPLY ITInstead of adapting the interface to cognitive style, we apply the broader adaptive-interface principle to mobile context, changing how the existing storefront is presented and operated when the shopper is on a phone.

Impact 9/10

RESEARCH PAPER

Search Cost Theory

WeStore vs. AppStore research · lightweight WeChat channel vs. native app

41%observed conversion, lightweight channelIn the studied dataset

26.8%observed conversion, native-app channelIn the studied dataset

Shopping becomes harder when customers need too many searches, page changes or navigation steps to find what they want. The research examined these search costs across complete customer journeys and found greater product exploration in the lightweight channel.

HOW WE APPLY ITPersistent search, quicker categories, fewer navigation levels, easy filters and direct cart access reduce the effort required for each additional shopping step.

Impact 9/10

THEORY

Technology Acceptance Model

MIT

Perceived usefulness and perceived ease of use influence whether people accept and continue using a technology.

HOW WE APPLY ITWe don’t make a website look like an app just for appearance. We use familiar mobile interaction patterns to make browsing, finding products and reaching the cart simpler and easier to understand.

Impact 8/10

✳ WHAT IT ALL ADDS UP TO

Make the small screen feel effortless.

We make an existing ecommerce website automatically behave like a mobile-first shopping experience, reducing the effort to browse, find products and buy, without asking customers to download an app.

LET’S TALK ↗

Less friction.More flow.