With so many variables (sizes, closure styles, and personalization options) customers can easily feel overwhelmed. The product pages needed a clearer way to guide shoppers through their choices without creating friction.
On top of that, Ultimutt Bestie needed more than just a storefront:
Ultimutt Bestie’s brand identity and e-commerce site were designed to reflect the playful, handcrafted charm of its beaded collars. The design system extended from logo and packaging to product pages and checkout, creating a seamless experience that made customization simple and shopping enjoyable across devices.
Product pages were structured with clear layouts, dropdowns, and helper text to simplify complex options like size, style, and personalization.
Products were organized into intuitive categories (Collars, Apparel, Sports, Seasonal), while the cart and checkout were refined to reduce friction.
Navigation, filtering, and ordering were optimized for smaller screens, ensuring a seamless experience for on-the-go pet parents.
To design a site where customizing collars felt effortless, research combined stakeholder input, competitive insights, and early user testing. Conversations with the business owner clarified pain points, priorities, and common customer questions. A review of competitor websites surfaced best practices and gaps in how customization options were presented. Before launch, a small group of test users walked through the site to check flow and identify any confusing areas, and their feedback informed final refinements. After launch, informal customer feedback continued to guide tweaks and improvements. Together, these steps ensured the website aligned with business goals while delivering a smoother, more intuitive shopping experience.
Many shoppers asked, “What kind of collar should I buy?” To address this, a Product Info page was added outlining the benefits and differences of each closure style, helping customers pick the best option for their pet’s lifestyle.
The default Shopify cart forced users onto a separate page after adding an item, discouraging multiple purchases. Switching to a drawer-style cart kept shoppers in place, reduced friction, and increased multi-collar orders by 26%.
Customer conversations revealed that figuring out the right size was a major pain point. In response, a dedicated Size Guide page was created featuring written instructions, a illustrated diagram, and an instructional video. Each product page also includes the sizing diagram and a tab with additional details to make sizing easier at every touchpoint.
The design process started with branding and moved into wireframes, mockups, and UI decisions, all guided by a goal of making customization effortless for shoppers. Even with Shopify’s built-in limitations and many product variables, every choice focused on clarity, consistency, and ease of use.
Developed a cohesive visual system (logo, color palette, typography, and tone) to capture Ultimutt Bestie’s handcrafted, playful spirit. Extended this identity into packaging, social graphics, and the website for a unified customer experience.
Created sketches and wireframes to map out page structure, navigation, and product flows before designing high-fidelity mockups. This allowed testing and refining of layouts early in the process.
From sketches to launch, every design decision came together here. See the final experience exactly as customers do.
View WebsiteThe redesigned brand and Shopify site had a measurable effect on business growth. Ultimutt Bestie saw a 44% increase in sales compared to the previous year, a direct reflection of the clearer product organization, improved user experience, and stronger brand presence.
Beyond the numbers, customers reported that the site felt easier to navigate and more enjoyable to shop, especially when customizing made-to-order collars. The streamlined design reduced confusion, increased trust, and helped transform a small handmade shop into a growing e-commerce brand.