Bobbie Shopify Plus Redesign by Pattern

WE LEARNED —

Sometimes the right choice is hardest one, and leaning into your conviction to overcome the inevitable obstacles and negativity. With a strong vision, a strong team, and a vibrant community, overcoming nearly any obstacle becomes achievable.

AWARDS & RECOGNITION —

"We selected Pattern as our partner to lead the global redesign of Shopify's Retail POS hardware store. From the onset, we felt incredibly confident in Pattern's ability to deliver value, provide design and thought leadership given the breadth and depth of their experience, and bring strong attention to detail in our merchant purchasing experience. Beyond that, they've remained flexible to meet our needs every step of the way. It was a pleasure working with a team as talented as Pattern."

Jennifer Kelly
Director of Product Management
Bobbie

THE ASK —

As a baby formula shortage gripped the United States in 2022, Bobbie had to make the difficult call to pause new customers in order to service their existing ones. The silver lining? They decided to work with Pattern to use this newfound runway to evolve their flagship DTC experience.

KEY ACTIVITIES —

User Research
Experience Strategy
Content Strategy
UX Design for Shopify Plus
UI Design for Shopify Plus
Quiz & Subscription Flow Design
Design Systems
Interaction & Motion Design

WHAT WE DID & HIGHLIGHTS —

With a roadmap of updates and a wish list of improvements, we employed a weekly sprint-based design strategy to rethink the entire Bobbie experience in a way that solved two key problems: making product trials and subscriptions even more frictionless, and folding community and advocacy into the site in a deeply integrated way so that mission, vision, values and products all told the full story of this ambitious brand.

Utilizing Shopify Plus, Quiz Kit, Recharge & Yotpo as the functional base, we designed an upgraded customer experience that folded visual storytelling, scientific & social proof, product safety and efficacy and support for new families with babies into each customer journey while crafting intentionality into every interaction.

PARTNERS & INTEGRATIONS —

Shopify Plus
Quiz Kit
Yotpo
Recharge
Gorgias