HomeMade by Ayesha Curry
High-quality, easy-to-follow meal kits for home cooking
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The Brand
Homemade is a meal subscription service founded by Ayesha Curry, an accomplished chef, author, and wife of NBA star Steph Curry. The brand focuses on providing prepare-at-home meal subscriptions that emphasize high-quality ingredients and easy-to-follow recipes. The goal is to make cooking at home accessible and enjoyable for families, while celebrating home-cooked meals. As a high-profile client, Homemade’s brand has significant exposure, with a focus on quality and a seamless customer experience.
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The Brand
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At a Glance
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At a Glance
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The Challenge
Homemade needed to migrate their ecommerce platform from Cratejoy to Shopify Plus to enhance their online presence, improve the user experience, and streamline the subscription process. The migration involved several key challenges: transferring extensive subscription data, maintaining SEO integrity, redesigning the subscription journey to reduce friction, and integrating a custom subscription management system using Recharge.
Additionally, the new site needed to maintain Homemade’s existing aesthetic while implementing best practices to improve overall functionality and user experience.
Additionally, the new site needed to maintain Homemade’s existing aesthetic while implementing best practices to improve overall functionality and user experience.
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What We Did
Our scope of work for Homemade included the following key services:
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We managed the migration of all data from Cratejoy to Shopify Plus, including subscriber details, product listings, and content pages. This process required careful handling to ensure that subscription data, customer information, and order history were transferred accurately. We also implemented 301 redirects to maintain SEO rankings and prevent any loss in search engine visibility.
Custom Design Development
Homemade wanted to maintain much of the existing design from their previous platform, while making improvements to the subscription process. Our design efforts focused on reducing the number of pages customers needed to navigate to select subscription options. We also made best-practice design enhancements to improve the overall customer journey. Custom mock-ups were created for key pages, including the Homepage, Collections Page, Product Display Page (PDP), Custom Recharge My Account Page, and Custom Log-In Page. We conducted one round of design revisions to ensure alignment with Homemade’s vision.
Recharge Integration for Subscription Management
We integrated Recharge for subscription billing and built a custom My Account page that allowed customers to manage their meal subscriptions seamlessly. This custom integration enabled customers to choose between different meal options each week directly from their My Account page. Additionally, we synced customer account changes made within Recharge to the Shopify platform to ensure a consistent customer experience without duplication of effort.
UI Features and Functionality Enhancements
We implemented several key UI features, such as a Hello Bar for promotional messaging, product variants, and an email capture pop-up to help grow Homemade’s subscriber list. We also integrated social links, an Instagram feed, and Freshdesk for live chat support. These elements were styled to match Homemade’s branding, creating a cohesive and engaging shopping experience.
New Store Setup and Content-Based Pages
We set up the new Shopify Plus store, including key content-based pages like the Home Page, Subscription Product Display Page, and one-time purchase Product Display Page. Additional content pages included Menus, About, The Supper Sisters, a social media page, FAQ, and others. The design incorporated shoppable Instagram posts and press icons for enhanced brand engagement.
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The Result
- HomeMade by Ayesha Curry Team
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Next Steps
We continue to support Homemade with the following initiatives:
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Conversion Rate Optimization (CRO)
We are conducting ongoing CRO initiatives to enhance user experience, streamline the checkout process, and increase conversion rates.
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Marketing Automation Integration
We are working with Homemade to integrate marketing automation tools to enhance personalized email campaigns and boost customer engagement.
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Subscription Feature Enhancements
We are working on enhancing the subscription features, including adding more flexible meal options and further streamlining the subscription management process.
Bringing High-Quality Meals to Homes with an Enhanced Ecommerce Experience
Through our partnership with Homemade, we successfully migrated their platform to Shopify Plus, developed a custom store design, and integrated advanced subscription management capabilities. By focusing on improving the subscription journey, maintaining brand integrity, and enhancing backend processes, we helped Homemade deliver a seamless and enjoyable experience for their customers.
Moving forward, our collaboration will focus on optimizing the subscription experience, improving marketing capabilities, and ensuring that Homemade remains a leader in high-quality prepare-at-home meal solutions.
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