Rolly Rider

The brief

A children’s product brand needed a redesign that could carry a configurable product without losing parents to choice fatigue, and a gift-friendly checkout flow tuned for the occasion-based buying rhythm the category lives on.

What we did

• PDP redesign with a configurator that pre-selects a sensible default and surfaces choices progressively rather than dumping all options at once.
• Gift checkout flow with scheduled-send capability, gift messaging, and packaging upgrade inline at cart rather than at the checkout final step.
• Homepage redesign that talks to parents (the buyer) rather than kids (the user).
• Reviews integration with parent-context tags — age of child, use case — so buyers can filter feedback by their situation.

Key decisions

• The configurator was built as a stateful experience that remembers progress on PDP exit, so parents can come back later and complete the buy. We deliberately avoided building it as a one-shot modal.
• Gift packaging was treated as a cart-level upsell, not a checkout-page upsell — moving it earlier in the flow because the decision to gift happens before checkout, not at it.

Tech stack

Shopify Grow, custom Liquid theme with progressive-enhancement JS for the configurator, Klaviyo, Shopify Bundles, Judge.me.

Outcome metrics added once client confirms in writing.