Every deodorant you’ve ever used is still in existence. Fussy exists to help banish single-use plastic from bathrooms and their growth exploded following their killer pitch on Dragon's Den.

In a bid to reach more armpits internationally, they approached Neverbland to redesign and build their Shopify website. As a certified B Corp ourselves, we shared many of their values, making the partnership a natural fit.

Before expanding into international markets, Fussy wanted to ensure they had a platform that could grow with them and deliver a great experience for their customers. The new site had to hit key targets to unlock their massive growth potential:

Internationalisation
Configuring the site to serve each market independently, including language, currency, content and offers for UK, Europe and the USA.

Future-proofing
Delivering an architecture that would accommodate new product verticals and facilitate upselling and cross-selling.

Subscription management
Optimising and augmenting their subscription flow and customer account management experience.

Optimised conversion
Drive up both conversion and retention rates through improvements to the site performance and user experience.

Fussy has a beautiful product design, and our leading design principle was to put it front and centre. We decided that the site would make a hero of the sleek design, and that we would prominently display clear and useful product information wherever possible and make it engaging.

We knew that Fussy’s commitment to 100% natural ingredients was one of the main reasons customers were attracted to them, but this was undersold on the site. To address this, we crafted 3D models of each of the raw ingredients used to create each scent to emphasise them more visually.

Additionally, we leaned fully into Fussy's tongue-in-cheek tone of voice to deliver impactful messaging around the key health benefits for customers, and the positive environment impact Fussy was creating.

For a business like Fussy, subscriptions provide the biggest opportunity for stability and growth. Success pinned on us providing an easy way for customers to create subscriptions, and manage them going forwards.

The first task was to help Fussy distill messaging that communicated why subscriptions were a good option, and exactly how they worked. It was previously confusing exactly what customers were signing up to, which was the first barrier to break down.

Shopify paired with Recharge is one of the most powerful off-the-shelf subscription solutions out there, so we used this as our starting point. To get around some of the limitations of the plugin route, we paired directly with the Recharge team to develop a custom React application and integrate it with the Shopify theme using Recharge's SDK.

This hybrid approach enabled us to deliver far greater customer control around order frequency, product combos and billing and shipping info. All of this led to a more empowered and happy customer.