Pasture-to-package organic beef, built into a high-converting Shopify storefront.
Company
Food & Beverage / CPG / Meat Snacks
Category
E-commerce
Industry
Shopify
SErvice we provided
CRO / UI/UX Design / Shopify Development
About the Project
Ribbonwire Ranch is a family-owned, USDA Certified Organic beef producer in the Texas Panhandle, raising its own cattle and growing its own organic feed with full pasture-to-package traceability.I led a custom UI/UX revamp built entirely from scratch in Figma and handled the complete frontend and backend engineering to launch a fully custom, mobile-first Shopify 2.0 storefront — backed by an in-depth competitive analysis of category leaders like Chomps and Grazly.
(01)
Challenge
Ribbonwire Ranch's biggest asset — full traceability from their own ranch to the package — wasn't showing up anywhere in the digital experience. Against national jerky brands with bigger budgets and more polished storefronts, the site needed to earn trust and justify a premium price purely through design and UX.
(02)
Immersion
Competitive analysis against Chomps and Grazly
I ran a structural competitive audit against the category's strongest DTC players:
Benchmarked Chomps and Grazly's purchase paths and PDP structure
Identified bundling mechanics driving their conversion rates
Studied flavor-first merchandising patterns across the category
These insights shaped how Ribbonwire's ranch-to-table story translated into UI decisions.
(03)
Experience Strategy
A narrative-driven, conversion-first purchase path
Working entirely from scratch, I designed:
Custom flavor toggles for quick, intuitive selection
Multi-tier bundle selectors to increase average order value
A conversion-first sticky cart drawer
Every element was structurally integrated to remove friction from the purchase path.
(04)
Design Execution
A fully custom Shopify 2.0 build
I handled the complete frontend and backend engineering myself, launching a fully custom, mobile-first Shopify Online Store 2.0 storefront — pairing narrative-driven UI design with a highly optimized, modern technology architecture.
(05)
Outcome
A high-converting customer engine, built for launch
This build transformed Ribbonwire's digital storefront into a high-converting customer engine designed to convert first-time visitors into repeat, subscription-ready buyers.
[Add live CVR/revenue figures here once the storefront is public — project is currently in progress.]
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