Sustainable Femtech eCommerce
Modern, mobile-first period care shopping experience reflecting values of comfort, inclusivity, and eco-consciousness, with optimized usability and streamlined checkout.
The Challenge
Pinkanee was a bootstrapped period care brand with strong product values — organic materials, plastic-free packaging, subscription refills — but a Shopify theme that contradicted them at every turn. The storefront felt clinical and generic, conversion rates on mobile were poor, and the subscription product setup was confusing enough that a significant portion of buyers were accidentally purchasing one-time instead of subscribing. They needed a brand-aligned storefront built for the way their customers actually shopped: primarily on mobile, doing research before committing.
Our Solution
We designed and implemented a custom Shopify theme from the ground up with a soft, earthy visual language that reflected Pinkanee's brand identity. The product pages were restructured around education: ingredient sourcing, sustainability certifications, and size guides load inline without taking the buyer away from the purchase path. Subscription and one-time purchase options were redesigned with clear visual distinction and plain-language explanations of the savings. A quiz-based product finder on the homepage helps first-time buyers identify the right products for their cycle and flow type.
Our Approach
Brand & UX Alignment
Ran a two-day design sprint mapping out the buyer journey from discovery to repeat purchase. Developed a color system, typography, and component library in Figma before writing any Liquid. Settled on a warm, desaturated palette that tested well with the target audience in quick usability sessions.
Custom Theme Development
Built a fully custom Shopify 2.0 theme with sections-everywhere architecture. Product cards, collection filters, and the cart drawer were all built from scratch to match the design system. Avoided heavy JavaScript frameworks to keep Time to Interactive under 2 seconds on mid-range Android devices.
Subscription UX Overhaul
Integrated Recharge Subscriptions with a redesigned subscribe-and-save selector that uses clear labels, visual price comparisons, and an editable frequency picker. Post-purchase subscription management was surfaced in a simplified customer portal so buyers could skip, pause, or swap products without contacting support.
Product Discovery Quiz
Built a lightweight quiz flow using vanilla JavaScript that asks four questions about cycle length, flow heaviness, and product material preferences, then recommends a starter kit. Quiz completions correlated directly with higher average order values compared to unassisted browsing.
"Our customers tell us the site finally feels like us. The subscription numbers speak for themselves — we tripled subscribers in the three months after launch without increasing ad spend."
Let's Build Together
Have a similar challenge? We'd love to hear about your project.