CASE STUDY
+61%
Conversion Rate Uplift
Post-launch vs. baseline period
3.9×
Product Page Engagement
Avg. session depth on PDPs
−42%
Cart Abandonment
Reduction via funnel rebuild
- Platform
- Shopify
- Category
- Hair & Scalp Wellness
- Founded
- 2013
- Hero Product
- Nutrifuse Wet-Line System
- Speciality
- Scalp Health & Thinning
- Partnership
- Active
Communicate Scientific Credibility
Translate the complexity of scalp biology and active-ingredient formulation into clear, accessible content that builds genuine buyer confidence without overwhelming the shopping experience.
Concern-Led Product Discovery
Help customers find the right treatment quickly — whether they're addressing thinning, moisture loss, scalp health, or hair strengthening — reducing hesitation and decision fatigue at every step.
Drive System & Bundle Adoption
Shift customers from buying individual products to adopting complete multi-step treatment systems that deliver better outcomes, build routine habits, and meaningfully increase average order value.
Seamless Mobile Experience
Rebuild the mobile journey end-to-end — from landing page through checkout — with fast load times, intuitive navigation, and a frictionless path to purchase on any device.
High-Science, Low-Trust Category
Hair thinning and scalp treatments are deeply personal concerns where skepticism runs high. The website needed to surface clinical credibility, ingredient transparency, and real results — fast — before visitors bounced.
Complex Multi-Product Systems
ProGen Global's treatment systems span shampoos, conditioners, serums, and leave-in products used in sequence. Communicating the combined benefit of a full system — not just individual items — was a key UX and copy challenge.
Competing in a Crowded Market
The hair wellness space is saturated with brands making bold claims. Standing out required positioning ProGen Global's scientific foundation, ingredient specificity, and treatment efficacy as genuinely differentiated — not just another supplement.
UX Strategy
Customer journey mapping, hair wellness persona research, funnel audit, and conversion architecture planning across all key store templates.
UX/UI Design
Clinical-yet-approachable UI design system, ingredient education modules, treatment system page templates, and mobile-first component library.
Shopify Development
Full Shopify theme build, concern-based navigation, bundle and system builder logic, third-party app integrations, and performance optimization throughout.
Store Optimization & CRO
Performance improvements, Core Web Vitals tuning, A/B testing framework setup, heatmap analysis, and post-launch iterative improvements.
1
Week 1–2
Discovery & Brand Audit
Deep dive into ProGen Global's product range, treatment systems, customer personas, competitive positioning, and existing Shopify analytics to identify conversion blockers and define the strategic direction.
Deliverable:
Strategy & UX Brief
2
Week 3–4
Information Architecture & Wireframes
Concern-based navigation taxonomy, treatment system page hierarchy, ingredient education content placement, and low-fi wireframes for Homepage, PDP, System Page, Bundle, and Category templates.
Deliverable:
IA Map + Wireframe Deck
3
Week 5–7
Visual Design System
High-fidelity UI design blending clinical precision with approachable warmth — full design system, ingredient callout components, results timeline UI, and system overview page templates.
Deliverable:
UI Kit + Design Specs
4
Week 8–12
Development & Integration
Shopify theme build, bundle/system builder logic, Klaviyo and review app integrations, image optimization pipeline, performance tuning, and comprehensive cross-device QA testing.
Deliverable:
Staged Store + QA Report
5
Week 13+
Launch & Ongoing CRO
Phased store launch, real-time performance monitoring, heatmap and session replay analysis from day one, and iterative A/B testing to continuously improve conversion performance.
Deliverable:
Ongoing Engagement
Education-First Product Architecture
Treatment System Discovery
Conversion-Focused Bundle Strategy
Mobile Performance Overhaul
Shopify
eCommerce platform
Liquid + Alpine.js
Theme framework
Judge.me
Reviews & social proof
Klaviyo
Email & SMS flows
Rebuy
Product recommendations
Google Analytics 4
Analytics & attribution
Hotjar
Heatmaps & session replay
Google Optimize
A/B testing platform
Conversion Rate Uplift
Driven by education-first product pages, treatment system architecture, and a rebuilt mobile checkout funnel — measured over the first 90 days post-launch.
Product Page Engagement
Shoppers spent significantly more time interacting with ingredient callouts, results timelines, and system overview modules — driving higher confidence and add-to-cart intent.
Cart Abandonment Rate
The streamlined mobile checkout, sticky add-to-cart bar, and trust signals placed at the final step dramatically reduced drop-off at the most critical conversion point.
Average Order Value
The treatment system architecture and Rebuy-powered "complete your routine" recommendations lifted AOV from $48 to $112 — a 133% increase per transaction within the first quarter.
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