Dazzle Dry’s Digital Revamp: Innovating
the Future of Natural Nail Care
44%
11%
31%
Services Provided:
- Redesigned and optimized UX/UI for D2C and B2B Shopify storefronts.
- Added dynamic upsells, cross-sells, and a bundle builder to boost AOV.
- Integrated subscription and loyalty programs to improve retention.
- Created interactive, UGC-enhanced product education experiences.
- Applied a mobile-first design strategy for seamless multi-device shopping.
Since partnering with Arctic Grey, the new UX-driven mobile-first site design, including an optimized product page and cart drawer, increased total sales by 44% and lifted average order value by 11% by using strategic upselling and targeted product placements in high-click zones.
Dazzle Dry’s Mission:
Redefining Natural Nail Care with Clean,
Lasting Quality
Dazzle Dry, a pioneer in natural nail care, has earned its reputation for combining scientific innovation with a commitment to wellness and sustainability. Founded by bio-organic chemist Dr. Vivian Valenty, the brand stands at the intersection of beauty and science -creating clean, high-performance products that are free from harmful chemicals, animal byproducts, and animal testing. Our redesign of Dazzle Dry’s Shopify Plus store focused on elevating usability, speed, and visual storytelling to reflect the brand’s values of education, eco-consciousness, and action. By implementing a modern, immersive shopping experience tailored for both D2C and B2B audiences, we sought to strengthen customer loyalty, increase average order value, and make product education more interactive and accessible. This case study explores the strategic transformation behind the platform - showcasing how design, technology, and brand purpose came together to empower Dazzle Dry’s growing community of conscious beauty enthusiasts.
The Challenge
In optimizing Dazzle Dry’s Shopify Plus store, our focus was on simplifying the customer journey and highlighting the revolutionary 4-step nail system. We engineered a robust "Build Your Bundle" feature, resolving critical logic and pricing bugs to make this core sales tool both intuitive and reliable. Utilizing custom Shopify functionality and app integrations, we tailored the purchase path to support this unique, system-based offering. To create a single, cohesive brand identity, we streamlined the fragmented professional (B2B) and direct-to-consumer (D2C) experiences.
We updated the Yotpo integration for reviews and referrals, strengthening product credibility through authentic social proof. By resolving persistent UI bugs and optimizing overall site performance, we delivered a fast, seamless, and reliable platform - ready to scale and showcase the full Dazzle Dry system with every visit.
The Solution
Our partnership with Dazzle Dry commenced with a focus on stabilizing their Shopify Plus environment and resolving friction points in the customer journey. In optimizing their site and unifying the brand experience, we achieved the following milestones:
- Streamlined Professional & Consumer Journeys: To strengthen brand cohesion across both the professional (B2B) and direct-to-consumer (D2C) stores, we aligned their layouts and design systems to create a consistent visual and user experience. We also improved the professional sign-up process by simplifying the flow and adding clearer guidance for applicants, making account access easier to understand while reducing friction for the brand’s internal management.
- Enhanced "Build Your Bundle" Functionality: The "Build Your Bundle" feature is central to Dazzle Dry’s 4-step system. We optimized this core functionality, refining the underlying logic to ensure a smooth and intuitive customization process for customers. This enhancement allows for accurate dynamic pricing and flexible product selection, making it a reliable and effective sales driver for their cornerstone system.
- Optimization of Social Proof & Loyalty Platforms: To enhance trust and retention, we fully optimized the site-wide Yotpo integration. We ensured the referral program and customer review pathways were fully functional and seamless for the end-user. This optimization strengthened the brand's social proof and restored a key channel for customer acquisition and loyalty.
- Refined Merchandising and UI Consistence: To improve the shopping experience and build customer trust, we refined the front-end user interface. We ensured that product information, including images and pricing, is always displayed with accuracy and consistency across collection pages and product listings. This provides a clear and reliable shopping journey, reducing confusion and supporting higher conversion rates.
Increase in total sales
Powered by improved site usability, clearer product pathways, and high-impact upsell placements.
Lift in average order value
Achieved through optimized product pages, strategic cross-sells, and bundle-driven purchasing behavior.
Increase in number of orders
Driven by a smoother checkout flow, faster performance, and a mobile-first shopping experience that reduced friction across devices.
A Truly Diverse Range Of Action
Arctic Grey partnered
Arctic Grey partnered with Dazzle Dry to enhance both consumer and professional storefronts through aligned design, faster performance, and clearer product education. By improving product pages, refining the cart experience, and streamlining usability, we increased engagement and drove measurable gains in total sales, AOV, and overall order volume.
Mobile First
Prioritizing the mobile experience allowed us to reach a broader audience and capture more conversions. With mobile usage driving the majority of search behavior, optimizing the mobile UX was essential for both usability and SEO, as search engines favor mobile-friendly sites. Because mobile users interact differently than desktop users, we tailored the experience around their habits -refining content hierarchy, adjusting button placement, and streamlining navigation. For Dazzle Dry, this meant creating a truly mobile-first shopping journey that supports their unique audience while reinforcing the brand’s clean, science-driven identity.
Optimized UX
In a competitive digital space, exceptional UX is what sets a brand apart - making the path to purchase smoother and reducing friction. For Dazzle Dry, we improved filtering on collection pages and refined layout spacing and button placement to create a more intuitive shopping journey and increase user engagement.
SEO Traffic Boost
Effective product placement and alignment with search intent strengthen search visibility and drive higher organic traffic. By enhancing the UX with strategic upsells and targeted product placements, we helped Dazzle Dry achieve a significant lift in sales generated from search-driven customers.
Site Speed Optimization Summary
Website loading speed plays a crucial role in driving conversions. Studies show that reducing load time by just one second can increase conversions by up to 17%. With this in mind, our mission was to deliver exceptional performance across both desktop and mobile. These optimization efforts resulted in outstanding speed improvements, ultimately elevating the user experience and maximizing conversion potential.
Arctic Grey UI/UX Design Approach
Desktop UX
Improving the desktop user experience is essential for keeping visitors engaged and satisfied with any website. For Dazzle dry, we concentrated on intuitive navigation and filtering, responsive design, and strong, clearly defined calls to action. We ensured that branding remained consistent across the entire site, from colors and fonts to visual design elements, creating a seamless and trustworthy experience.
Since bold visuals are central to Dazzledry’s aesthetic, we prioritized impactful banner sections and high-quality imagery to communicate the brand’s personality and guide users through key content. These prominent visual elements make it easier for visitors to understand the product story, stay focused on important information, and navigate effortlessly - ultimately improving engagement, click-through rates, and conversion.
Mobile UX
Enhancing the mobile experience is crucial, especially as most users interact with brands through their phones first. For Dazzle dry, our focus centered on creating a fast, intuitive, and visually guided journey tailored specifically for smaller screens. We streamlined the navigation, optimized filtering for quick access, and ensured that key actions - like adding to cart or exploring collections - are always within easy reach.
Brand consistency remains a priority on mobile, so colors, typography, and design elements were carefully aligned to match the desktop experience while still feeling native to mobile interactions. Because mobile shoppers often browse quickly and rely heavily on visual cues, we incorporated bold full-width imagery and dynamic banners to highlight products, promotions, and seasonal themes. These visuals help orient users instantly and make it simple to move from discovery to purchase.
The Results
- Dazzle Dry’s optimized mobile experience has led to steady growth in both customer engagement and overall sales, resulting in stronger conversion rates across the site.
- Strategic upsell placements throughout the shopping journey have helped drive increased revenue, boosting performance across all product categories.
- Dazzle Dry’s integrated Reviews, How-To content, and a robust points-based Loyalty Program create a more interactive, rewarding experience that strengthens long-term customer relationships.
- Continual post-launch enhancements have further elevated customer satisfaction, driving higher repeat purchases and stronger retention.
Accelerate Your AOV With A Dynamic
Cart Drawer and Gifting
UX for Cart Drawers
Effortlessly view cart contents and explore personalized upsell options with a sleek, sliding cart drawer. Keep browsing without interruptions—stay on the page you’re viewing and seamlessly continue shopping without detouring to a separate cart page.
Free Shipping and Gifting Options
Displaying free shipping thresholds encourages users to add more items to qualify, leading to larger orders. This is particularly effective in the cart drawer, where users can monitor their progress towards free shipping in real-time.
Shopify Dynamic Payment Buttons
Offering multiple payment methods directly in the cart drawer, such as PayPal, Apple Pay, or Google Pay, lets customers choose their preferred payment option right away.This ease of access is especially crucial for mobile users, who benefit from quick, single-tap payment options.
Arctic Grey is the #1 Highest Ranked Platinum Partner on Shopify Worldwide
The Multi Award Winning Shopify Management Team at Arctic Grey
Brooke Sanderson
Merchant Success Director
Jake Amos
Co-Founder
Truc Peter
Senior Account Executive
Talia Ceraso
Senior Account Executive
Anthony Spallone
Co-Founder
Maddie Schwartz
Senior Account Executive
Giana Moretti
Senior eCommerce Manager
Sofia Jimenez
Senior eCommerce Manager
Leana Zhang
Senior eCommerce Manager
Edna Shuli
eCommerce Manager
Payton Balabanoff
Senior eCommerce Manager
Julia Matviichuk
eCommerce Manager
Engineering each solution
Arctic Grey employs an innovative approach to enhancing customer experience. Through targeted research, we’ve identified and addressed potential points of confusion in our product offerings. This allows us to refine the user journey, creating a more seamless and engaging shopping experience. Our insights will continue to guide future project developments.
Throughout this project, we have delivered and continue to provide the following services and benefits:
- Strategic Product Placement – Maximizes visibility and ease of discovery for customers.
- Email Marketing Optimization – Boosts engagement and drives repeat purchases.
- Custom Upsell Cart Drawer – Increases average order value with tailored recommendations.
- Fully Responsive Experience – Ensures smooth navigation across all devices.
- Site Speed Optimization – Reduces load times, improving customer satisfaction.
- CRO & AOV Optimizations – Drives conversion rates and revenue growth.
- Core Web Vitals Management – Enhances site health and performance metrics.
- 24/7 On-Demand Support – Provides continuous assistance for uninterrupted service.
- End-to-End (E2E) Shopping Experience – Delivers a cohesive and streamlined shopping journey.
The Conclusion
Through our partnership and the powerful capabilities of Shopify’s flexible platform, advanced customization features, and extensive app integrations, we’ve set the foundation for Dazzle Dry’s continued success and a bright future.
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