Build & Retainer
Duke Cannon
Crafting a custom bundle & subscription builder experience and redesigning the brand for future product releases.
Live Site dukecannon.com
Designed at The Stable, Part of Accenture Song
Services
UX/UI Design
UX/UI Research
Strategy
Team
Lead UX/UI Design — TJ Hari
Strategy – Victoria Colson
Development – Happy Banta
Project Management – Kimi Rondon
Overview
Duke Cannon makes superior-quality grooming goods that meet the high standards of hard-working men. They are committed to giving back to the men and women serving our country. A portion of their proceeds benefit US veterans. After we launched a bare bones Shopify build the site they moved into a retainer model for us to optimize the site. I joined the project during the retainer to design custom components and pages, optimize the site, and rebrand the entire digital experience.
Challenge
During the retainer I was tasked with increasing sales and subscriptions through customizations across the shopping funnel with strategic data driven designs. Duke Cannon needed a custom bundle builder for promotions and subscriptions. Deeper into the retainer I needed to rebrand the design system with a new design direction and create a cohesive look & feel between the branding, packaging, and new digital presence.
Approach
In my efforts to optimize the site I created many global components including a flexible evergreen category section, brand value icons, product interconnected reviews, competitor comparison chart and a scent finder quiz to narrow customers focus towards to specific products.
The most impactful optimizations were updating the mini cart experience and adding product upsells to subscriptions. In addition to redesigning the product detail page experience with better visual hierarchy, product upsells, product value icons, and subscription upsells.
I crafted a custom bundle builder page for both for non-subscription promos and subscriptions. Customers having the flexibility to build their own bundle from a seasonal promotion without committing to a subscription or worse being forced into a subscription.I collected all of the design components and elements into a complete design system and updated the branding to create a cohesive consistent look across the site.
Results
I have strengthened our relationship with the client by demonstrating my brand and commerce expertise. Providing value to the client by demonstrated my deep understanding of the Duke Cannon brand while looking ahead to the future. I delivered designs on time within budgeted hours, proving our agencies value and time efficiency. The custom design optimizations on the product detail page, mini cart, and bundler builder have made a huge impact for Duke Cannon.
41% increase in subscriptions
36% increase in total sales
25% increase in average order value
Bundle Builder
Bundle Builder Experience
This bundle builder was designed in mind for both for non-subscription promos and subscriptions. Customers having the flexibility to build their own bundle from a seasonal promotion without committing to a subscription or worse being forced into a subscription. The impact from this page as well as other optimizations has led to a 41% increase in subscriptions.
Optimized Global Sections
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Hero & 50/50
To add more visual interest and color to their bare bones brand we added colored borders to the edge of sections, added a border to the text container, and colored stickers for promo callouts.
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Reviews
Initially the reviews were an afterthought. We optimized this section with styling the layout after military forms, added the products & add to bundle button feature for customers to directly add to bundle as opposed to scrolling up and trying to find it specifically in a carousel.
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Value Prop Icons
These brand values were hidden on the about page separate from any product page. Now these values can be shared on any page across the site.
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Comparison Chart
Customers who value the quality of their soap now can compare how Duke Cannon cares about using natural ingredients and sustainable packaging compared to some competitors.
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Soap Icons
For the brick of soap initially these icons and specs were only shown on the packaging, but now this section matches the packaging design and can live on any product page.
Bundle Builder Landing Page
Results
Working with Duke Cannon continues to be a huge success. We have taken a brand built a successful site and improved upon it’s brand foundation and experience during the retainer. They are proving to be a strong contender in their industry space with their continued growth. This is the ideal situation we hope to strive for with all of clients. Our strategy and design have a huge impact on the experience and brand success.