Jibi
UI Designer
Table of Contents:
Project Overview
Pasture & Paws is a fresh dog food brand built around a more involved buying model than choosing a product and adding it to cart. Its offer centers on local preparation and Willamette Valley sourcing.
Customers need to provide information about their dog, decide how the food will be used, choose between recurring and one-time purchase, and understand how delivery fits around those choices.
Platform: Shopify | New ecommerce launch
Industry: DTC pet food
For its Shopify launch, Pasture & Paws has specified local delivery rather than standard national parcel shipping. The launch model combines regional delivery routes, recurring delivery frequencies and different fulfillment conditions for subscription and one-time orders.
Those product and operating rules belong to Pasture & Paws. UXphoria's role was to translate them into a Shopify purchase experience with a clearer sequence across the homepage, product page and mobile journey.
Our scope covered e-commerce strategy, CRO-focused UX/UI design, product page UX, mobile UX, website copywriting, Shopify development and supporting brand design.
From product story to a more personal buying path
The homepage needed to introduce the product while giving shoppers a practical route into purchase.
Pasture & Paws has more to explain than a conventional single-product store. Customers may want to understand the food, how the service works, what it could cost for their dog and what happens once they start ordering.
We distributed that information through the page instead of placing the full explanation before the first meaningful action.
Pricing, for example, is introduced in relation to dog size and connected directly to Build Your Dog's Bowl. The shopper can move from general product interest into a more relevant configuration without leaving the broader brand story behind.
Calls to build a bowl appear again as the page develops, so the purchase route remains available while customers continue reading.
A PDP that has to manage several dependent choices
The product page carries the more complex part of the experience.
Before Add to Cart, the interface needs to account for:
dog weight, activity level and life stage
Full Meal or Topper
Subscribe & Save or One-Time
delivery cadence
These choices are related, but they do not all answer the same question.
Putting them into one dense configuration area would require the shopper to process profile information, product use and purchase terms at the same time.
The PDP separates them.
Dog information comes first. Feeding use follows. The purchase model and delivery setup appear after those earlier choices have been made.
Price and Add to Cart then sit in the context of the selected configuration.
That sequencing became a central part of the product page optimization work for Pasture & Paws.
Full Meal or Topper first, purchase model second
Pasture & Paws gives customers two ways to use the food: as a Full Meal or as a Topper.
That is a product-use decision, not a payment decision, so it receives its own place in the flow.
Keeping it separate from the subscription controls means the customer is not being asked to decide how to pay before establishing what they are actually buying the food for.
Who is the dog?
How will the food be used?
How should it be purchased?
It is a small structural distinction, but an important one for this product.
Subscription without hiding the alternative
Recurring delivery is an important part of the Pasture & Paws purchase model.
The interface presents Subscribe & Save and One-Time in the same purchase area so customers can compare them without searching elsewhere on the page.
When subscription is selected, price and delivery cadence sit close to the subscription controls.
The one-time option remains visible.
The copy around the controls stays practical. Its job is to help the shopper understand what is selected, how often it will arrive and what the next action will add to cart.
There is no need to turn that moment into another long sales message.
Local delivery adds another layer to the purchase
For Pasture & Paws, delivery is more than a shipping message.
The delivery model assigns eligible areas to regional route days. Subscription and one-time orders follow different delivery conditions, and a weekly cutoff determines which future delivery cycle an order can enter.
These are Pasture & Paws operating rules, shaped by how the team sources, prepares and packs upcoming orders.
For the e-commerce experience, that creates another question after product configuration:
How does this purchase fit into the delivery model?
The interface therefore has to communicate fulfillment clearly without turning the product page into a logistics form.
The mobile version needed a different order
The desktop configuration can show more relationships at once.
A phone cannot.
For mobile, the same product logic was reorganized into a more linear sequence:
dog profile → feeding use → purchase model → delivery cadence → Add to Cart
The important work here was deciding what a shopper needs to see next when only part of the configuration is visible at one time.
The homepage follows the same approach. Wider editorial compositions become a narrower reading sequence, while pricing, explanation and Build Your Dog's Bowl actions continue to support the shopping path.
This is where the project connects most directly with UXphoria's mobile Shopify CRO work: preserving purchase logic when the available screen space changes.
Copy was designed with the interface
UXphoria wrote the website copy as part of the same e-commerce work.
Different parts of the store needed different kinds of writing.
The homepage carries more of the brand and product story. Pricing needs direct explanation. Product configuration needs short instructional copy. Subscription needs practical wording around commitment and delivery. Operational information needs to explain how ordering fits the local-delivery model. Deeper PDP content can provide more detail for customers who want it.
Those requirements influenced the layouts themselves.
A configuration label cannot behave like a brand headline. A pricing explanation should not read like a manifesto. A CTA should still make sense after several sections of product education.
Writing and interface decisions were therefore developed together rather than treating copy as content to insert once the screens were complete.
Product education does not block the purchase area
The PDP gives deeper product information a place without making every shopper read through it before configuring an order.
The primary selection controls remain close to the main product area.
Longer-form explanation continues below for customers who want more context around the product, sourcing, delivery or usage.
That supports both a relatively direct purchase path and a more considered reading path without sending customers into a separate educational experience.
Shopify development follows the same purchase logic
UXphoria's scope also includes Shopify development and QA.
The implementation follows the relationships established in design: responsive hierarchy, product configuration, Full Meal and Topper selection, recurring and one-time purchase, delivery choices and the wider content system.
Design, copy and development were handled within the same project, with the same purchase logic carried from interface design into Shopify implementation.
The Shopify store remains pre-launch at the time of this case study. The local-delivery rules described here are the client's confirmed launch requirements.
Supporting brand design
Pasture & Paws also includes supporting brand work by UXphoria.
Inside the e-commerce experience, the identity has a different job from the product controls.
Editorial areas can carry more personality. Configuration and purchase areas need to remain easy to scan and operate.
That balance lets the shopping experience retain the character of Pasture & Paws while keeping functional parts of the interface focused on the task in front of the customer.
One Shopify experience built around the actual purchase
Pasture & Paws brings product education, dog-specific configuration, feeding use, subscription, local delivery and mobile purchase flow into the same e-commerce experience.
The homepage introduces the proposition and creates a route into personalization. The PDP organizes the decisions required before purchase. Mobile reshapes those decisions for a narrower screen. Copy and development carry the same purchase logic through the wider Shopify experience.
