Building eCommerce backend and UX to enable revenue growth

Product Strategy
User Research 
UX Design
UI Design

Direct to consumer beauty subscription brand

To accommodate its fast-growing brand, Estrid needed a way to scale its subscription business in order to dramatically increase revenue. In its first year of operations, the company sold about $1 million worth of kits and subscriptions, and raised $18 million at a $100 million valuation for its subscription business. As they used an off-the-shelf solution built on WordPress and Woocommerce, it quickly became a limitation to their growth in terms of website performance and load capacity, and that’s when we stepped in.

They needed a website that can welcome the constant growth of their subscribers, but at the same time showcase the high-quality and premium feeling of the brand.

Full light-weight back-end and replicable tech stack

By creating a D2C subscription brand, Estrid’s vision is to disrupt the European FMCG market. Our goal was to create a scalable solution that will improve Estrid’s overall performance and conversion on their website.

They have a thin back-end flow that communicates with the services — they do not have their database but use Chargebee, a SaaS that provides payment preferences and recurring billing. Back-end’s job was to be a tunnel towards the external services that all needed to be interconnected. In a way, we used off-the-shelf solutions and made them custom to fill the needs of this project. For example, some services didn’t accept all the currencies offered to their users, and we needed to fix that with our custom solutions.

A blend of functional and aesthetic

We wanted to maintain high-quality design and pixel-perfect visuals throughout the entire project cycle, and quality starts with collaboration. Our design and development teams were aligned from the very start to the end of the project, and by conducting consistent cross-team QA checkups, we ensured that the issues and errors that occur are immediately solved with the best possible solution for all teams.

As we inherited a legacy system for the front-end, we had to find opportunities to enhance the overall user experience, and we managed to do that using delighters — very subtle and smooth micro animations and micro-interactions that could enrich the website with that feel of a premium brand.

A blend of functional and aesthetic

Estrid was generating a big number of new subscribers every month, but we saw an opportunity to enhance the process of transforming them into loyal customers. To upgrade their experience from the first touch with the brand, we focused on a deep analysis of their journey and underlined all the parts that could be improved and upgraded.

We went chunk by chunk, functionality by functionality and built and redefined different parts of the website while the product is live and working. This way, we upgraded our process, approach and the whole web without stopping Estrid from generating revenue and new customers.

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Scope of work


User Research
Project Planning


Information Architecture
Stakeholder Alignment
Persona Development


UX Design
Art Direction
Visual Moodboards
UI Design


Front-end Development
Back-end Development

Quality Assurance

Usability Testing
Performance Testing
Functionality Testing


Take a look at what we’ve created and get inspiredSee what we can do and learn more about working together


Take a look at what we’ve created and get inspiredSee what we can do and learn more about working together

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