CASE STUDY

Pet Nutrition DTC eCommerce

How Veeto Built a Store as Personalised as the Nutrition It Delivers

Client

Veeto

Services

Shopify Dev · UX/UI Design · CRO · Bundle Strategy

Industry

Pet Nutrition / DTC Health & Wellness

Market

France

Project Snapshot

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+49%

Conversion Rate Uplift

Post-launch vs. pre-redesign baseline

+38%

Average Order Value

Driven by strategic bundling and offer sections

-35%

Bounce Rate

After premium UX and brand story redesign

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About the Brand

Better Food, Better Health, Happier Dogs

Veeto is a France-based direct-to-consumer brand on a mission to transform the way pet parents feed their dogs. By combining high-quality kibble with tailored nutritional boosters designed around each dog's unique needs, Veeto delivers science-backed, personalised meals that go beyond one-size-fits-all pet food.

Their philosophy is simple yet powerful: every dog is different, and their nutrition should be too. From breed and age to activity level and health goals, Veeto's product system lets pet parents build a meal plan as individual as their dog — making premium, personalised nutrition accessible and effortless.

France-Based DTC Personalised Dog Nutrition Premium Kibble Nutritional Boosters Science-Backed

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Platform
Shopify

Category
Pet Nutrition / Dog Food & Supplements

Primary Market
France

Model
Direct-to-Consumer (DTC)

Partnership Status
Completed

Project Goals

What Success Looked Like

Premium, Caring, Yet Accessible

Build an online experience that felt simultaneously scientific and warm — communicating Veeto's ingredient quality and nutritional expertise without ever feeling cold, clinical, or intimidating to everyday pet parents.

Make Personalisation Feel Effortless

Guide pet parents through the personalised nutrition concept in a way that felt intuitive and empowering — not overwhelming — so building a tailored meal plan for their dog felt like a natural, confident step.

Maximise Average Order Value

Drive pet parents to purchase kibble alongside nutritional boosters through smart bundling, offer sections, and upsell placements that made the complete Veeto nutrition system feel like the obvious choice.

Humanise the Brand

Redesign the brand introduction section to tell Veeto's story authentically — connecting with pet parents on a personal level and making the experience feel genuinely caring rather than purely transactional.

Challenges

The Obstacles We Had to Solve

Science vs. Warmth

Veeto's personalised nutrition model required communicating real nutritional science and ingredient credibility — while keeping the experience feel warm, friendly, and human enough for pet parents to trust and connect with the brand.

Personalisation Complexity

Communicating the personalised meal plan concept clearly — across kibble and booster combinations — without creating decision paralysis or friction that caused potential customers to drop off before completing a purchase.

Driving Multi-Product Purchases

Getting pet parents to purchase the full Veeto system — kibble plus tailored boosters — rather than a single item required a bundling and cross-sell strategy that felt value-driven and natural, not pushy.

Scope of Work

Everything We Built

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01 — Strategy

UX Strategy

Pet parent journey mapping, personalisation flow architecture, and conversion-focused information design built around Veeto's unique kibble-and-booster product model.

02 — Design

UI/UX Design

Clean, premium Shopify design system balancing scientific credibility with warmth — earthy naturals, friendly typography, and a visual language that felt caring and trustworthy.

03 — Development

Shopify Development

Full theme build, personalisation guidance modules, strategic bundling sections, brand story redesign, mobile optimisation, and offer highlight integration.

04 — Growth

CRO & Bundle Strategy

AOV-focused bundle and offer architecture, upsell placement optimisation, post-launch iterative improvements, and conversion funnel refinement driven by user behavior data.

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Process Timeline

How We Got There

Week 1–2

Discovery & Brand Deep-Dive

Stakeholder sessions, competitive benchmarking across personalised pet nutrition and DTC wellness brands, analytics review, and heuristic audit of the existing store's UX, product presentation, and conversion funnel.

Deliverable: Strategy Brief

Week 3–4

UX Architecture & Bundle Strategy

Personalisation flow design, kibble-and-booster product hierarchy mapping, bundling section strategy, brand story framework, and low-fidelity wireframes for all key page templates.

Deliverable: Wireframe Deck + Bundle Strategy

Week 5–7

Visual Design

High-fidelity UI with a natural, premium-yet-warm design system — earthy greens and terracotta accents, friendly editorial typography, and a component library built for a pet-first, science-backed brand aesthetic.

Deliverable: Design System + UI Kit

Week 8–10

Development & QA

Full Shopify theme build, personalisation guide module development, strategic bundling sections, brand story redesign, offer highlights integration, mobile optimisation, and cross-device QA.

Deliverable: Staging Environment

Week 11+

Launch & Conversion Optimisation

Staged launch, post-launch monitoring, bundle and upsell performance analysis, product page refinement based on real user behavior, and iterative improvements to the personalisation flow.

Deliverable: Ongoing

The Solution

A Clean, Conversion-Optimised Shopify Experience Built for Veeto's Values

Premium, Science-Meets-Warmth Design

A completely redesigned Shopify store that held the tension between scientific credibility and emotional warmth — making Veeto feel simultaneously expert and genuinely caring to every pet parent who visited.

Natural, earthy colour palette balancing trust and warmth
Ingredient quality and nutritional expertise front and centre
Friendly, approachable copywriting tone throughout the store
Clean visual hierarchy guiding attention to the right moments

Personalisation Guidance Modules

Custom on-page modules that walked pet parents through the Veeto system step by step — helping them understand kibble-and-booster combinations and build a personalised meal plan with confidence.

Step-by-step meal plan builder guidance on key pages
Dog profile callouts explaining how personalisation works
Booster recommendation panels based on health goals

Strategic Bundle & Offer Sections

Purposefully designed bundling sections that made purchasing kibble alongside boosters feel natural, rewarding, and clearly better value — maximising AOV while strengthening the perception of the complete Veeto system.

Bundle sections with clear savings and benefit communication
Volume discount highlights encouraging multi-product orders
Frequently bought together placements on PDPs

Humanised Brand Story Section

A fully redesigned introduction section that told Veeto's story authentically — connecting with pet parents emotionally, building brand trust, and making the shopping experience feel personal and genuine.

Founder-voice brand story with mission and values front and centre
Real dog photography integrated throughout the storytelling flow
Community and pet parent testimonials woven into the narrative

Tech Stack

Built on Best-in-Class Tools

Shopify

eCommerce platform

Liquid + Alpine.js

Theme framework

Bundle Builder

Strategic bundling & AOV

Judge.me

Reviews & social proof

Klaviyo

Email & SMS flows

Google Analytics 4

Analytics & attribution

Hotjar

Heatmaps & session replay

TrustBadge

Checkout trust signals

Results