How a data-driven redesign transformed Rufus & Coco’s online presence, enhancing user experience and boosting conversions.​​​​​​​

As a Creative Director and Digital Designer, I had the opportunity to work with Rufus & Coco, a leading pet product, pet salon, and e-commerce brand in Australia. My relationship with them was built on a mutual understanding of the need for an evolved online shopping experience. They entrusted me with the task of reimagining their website to not only reflect their brand ethos but also to significantly improve user engagement and conversion rates.

During the 2019 pandemic, like many other brands, Rufus & Coco had to rely heavily on their B2C channel, but felt their virtual store was not up to the standards of the other sales fronts the company had in place. The primary challenge presented to me was to elevate Rufus & Coco's e-commerce platform beyond its current state. The goal was to enhance the website's user experience and user interface (UX/UI) that, at that time, felt was holding back from increasing the number of sales. This required a deep understanding of customer behaviour and preferences, coupled with a strategic approach to redesign.

Our approach was data-driven and user-centric. We began by implementing heatmap technology to gather insights into user behaviour on their existing website. This, along with an analysis of sales and website visit data from the previous year, provided us with a clear picture of user interactions, navigation patterns, and focal points on the site. Armed with this information, our team embarked on a comprehensive redesign of Rufus & Coco’s UX and UI. We developed a custom Shopify theme from scratch, focusing on making the site visually appealing and strategically optimized for conversions. The redesign aimed to streamline the shopping process, making it intuitive and enjoyable, thereby resonating with the brand’s diverse customer base.

The new website design marked a significant leap in Rufus & Coco’s online presence. It not only elevated the brand’s aesthetic appeal but also made shopping an effortless and enjoyable journey for customers. The strategic enhancements led to a noticeable improvement in user engagement and an increase in website conversion rates, effectively meeting our project goals.

Client: Rufus & Coco

Creative Director and Digital Designer: Berto Macario

Agency: Glove Ideas
Brand Designer: Sadao Abe

UX: Berto Macario

Country: Australia