The Digital Experience.
We’ll design the complete digital experience in Figma, develop the supporting UX and conversion copy, and deliver a fully clickable prototype. We’ll then bring the system to life as a custom-coded Shopify site, giving your development team a functional reference they can navigate, inspect, and pull directly from.
The goal is not simply to redesign individual pages. We’re creating the underlying design, content, and component system that connects the PrettyLitter brand experience across acquisition, education, shopping, subscription, and retention.
Timeline. The Figma templates and the coded Shopify site are delivered within 30 to 45 days of receiving the signed agreement and invoice payment. The Shopify build runs in parallel and never slows down Figma delivery.
Investment. $19,500 due at kickoff, covering UX and visual design, copywriting, responsive design, the component system, prototyping, and Shopify development.
Kickoff. Strategy, copywriting, design, and development begin immediately upon signature and payment.
Third-party costs. Shopify fees, applications, and licensed fonts are billed directly to PrettyLitter and never marked up.
Acquisition & Landing.
Ten core templates, built on one cohesive design system, so the experience holds together from the first ad click through to the second delivery.
Homepage, Cold Traffic. The introduction to the brand, led by the health-monitoring benefit, color science, and a clear explanation of how PrettyLitter works and why it’s different.
Homepage, Warm Traffic. Built for confidence and conversion, leading with the subscription offer, product benefits, social proof, comparison, and key purchase drivers.
Homepage, Logged-In. A personalized customer experience surfacing next delivery, plan management, reorder options, and loyalty progress.
Paid Landing Page, Top of Funnel. One focused offer and one primary call to action, without global navigation. Built to educate and convert cold paid traffic.
Paid Landing Page, Bottom of Funnel. A high-intent conversion experience focused on pricing, plan selection, guarantees, product proof, and removing final objections.
The Buy Box. The purchase module designed for both subscription and one-time, used across the landing pages, the quiz result, the PDP, and the cart.
Commerce & Education.
Shop / Catalog. A clean, intuitive product grid with plan versus one-time pricing, filtering, and a flexible card system that connects seamlessly to the PDP and cart.
Product Detail Page. The color-change technology, product education, specifications, reviews, and plan versus one-time purchasing, with subscription as the primary path.
Cart. Clear line items, subscription terms in plain language, reinforced savings, and a frictionless path to checkout.
Get Started Quiz. A progressive, one-question-per-step experience that guides customers toward the right plan and creates a seamless handoff into purchase.
Education Hub. A browsable content library organized by topic, making the underlying science approachable, credible, and easy for a cat owner to understand in seconds.
Global Navigation & Footer. The shared header, mega navigation, search, footer, and utility pages that hold every template together as one system.
One System, Two Deliverables.
The Figma file serves as the source of truth for design, content, components, and interaction decisions. The coded Shopify experience serves as the working implementation, showing the development team how those decisions translate into a live commerce environment.
Copywriting & Content Strategy
Copywriting is integrated directly into the design process, not treated as a separate layer added after the experience is complete.
We develop the UX and conversion copy across all ten templates: headlines, calls to action, product education, subscription messaging, comparison language, navigation, and microcopy.
Design System & Responsive
A shared component library establishing the visual and interaction system beneath every template, including hover, focus, active, error, empty, and loading states.
Every primary template is designed across mobile, tablet, and desktop breakpoints, so the system translates consistently across devices.
Figma Prototype
The complete experience is delivered in Figma, including a clickable prototype connecting the primary customer journeys from end to end.
The Figma file remains the authoritative source of truth for design decisions, components, interactions, and responsive behavior.
Built to Extend.
Custom Shopify Build
Every primary template is also custom-coded and deployed as a live Shopify site within an account owned by PrettyLitter.
Coded and developed for scale and launch, so it can be taken live as built.
PrettyLitter owns the code. If the experience is ultimately built somewhere else, the code is still yours to keep and reuse.
Accessibility
WCAG 2.1 AA considerations are incorporated and annotated throughout the system, including contrast, keyboard and focus states, and alt-text guidance.
Color is never used alone to communicate meaning, and every color-coded cue is paired with a second signal.
Brand Standards
PrettyLitter’s published brand standards are applied throughout, including logo treatment, color palette, typography, imagery direction, and supporting visual language.
New product variations launching in early 2027 drop into the catalog, PDP, and cart as a system already designed to absorb them.
Email & Retention.
The website converts the first visit. Email continues the customer journey, strengthens the subscription relationship, and drives retention.
Every email is custom-designed in Figma, supported by conversion-focused copywriting, then built directly inside PrettyLitter’s Klaviyo account. The result is not simply a collection of flows. PrettyLitter receives a complete email design and retention system the internal team can keep using long after the engagement.
Optional, and not required. The Digital Experience stands completely on its own. This scope can be added at kickoff, or at any point after, and nothing about the website work changes either way.
Implementation is included. We do not hand over designs for someone else to build. Every flow and template is built, connected, and turned on inside PrettyLitter’s own Klaviyo account.
The Flows.
Welcome Flow. Six custom-designed and written emails introducing the brand, the health monitor, product education, and the subscription offer.
Abandoned Cart & Checkout. Two six-email sequences recovering high-intent shoppers and addressing purchase objections.
Post-Purchase Flow. Eight to ten emails covering onboarding, the first bag, proper usage, and what each color means.
Subscription Lifecycle. Upcoming deliveries, payment failures, skips and swaps, plan management, and cancellation saves.
Winback Flow. A dedicated sequence designed to re-engage lapsed customers and give them a clear reason to come back.
Browse Abandonment. Behavior-based messaging that brings engaged shoppers back to the products and content they explored.
Replenishment. Strategically timed messaging that drives repeat purchases and moves eligible customers toward subscription.
Subscription first. Every flow treats the plan as the primary path, with pricing, cadence, flexibility, and cancellation stated plainly.
Designed and Written.
Custom Figma Email Designs
Every primary email in the engagement is custom-designed in Figma specifically for PrettyLitter.
The designs establish a cohesive visual language across lifecycle communications: typography, hierarchy, product presentation, educational modules, calls to action, promotional sections, social proof, subscription messaging, and mobile behavior.
PrettyLitter receives the organized, editable Figma source files for the complete email system, so the internal team can reference, modify, and extend the creative going forward.
Email Copywriting
We develop the copy across the lifecycle system, including subject-line direction, headlines, body copy, calls to action, product education, subscription messaging, retention messaging, and supporting microcopy.
Copy is developed within PrettyLitter’s existing brand voice and approved messaging framework, with an emphasis on clarity, conversion, education, and retention.
Written by people, not generated. Every subject line, headline, and call to action is drafted for the specific moment it lands in, from the first welcome through to a cancellation save.
A System, Not a Set of Sends.
Campaign Master Template
A custom Campaign Master Template, designed in Figma and implemented in Klaviyo, establishing reusable modules the internal team can mix, match, and repurpose without redesigning each send.
Klaviyo Implementation, Included
We translate the approved Figma designs into production-ready emails and build the complete system directly inside PrettyLitter’s Klaviyo account.
Implementation includes the agreed lifecycle flows, templates, flow structure, triggers, timing, conditional logic where applicable, onsite forms, email capture, and supporting list-growth infrastructure.
The system is structured so PrettyLitter’s internal team can manage, edit, and extend it after handoff.
Ownership. PrettyLitter retains ownership of the Figma source files, email designs, master templates, copy, Klaviyo flows, and every implemented asset.
Timeline. Added at kickoff, the Email & Retention system is developed alongside the website and delivered in the same window.
Optional. The website redesign stands independently, so this scope can be added on your timing.
Investment. +$10,000, due at kickoff when the Email & Retention scope is added.
The Complete Engagement.
The website, design system, conversion copy, Shopify implementation, lifecycle strategy, custom email creative, Klaviyo infrastructure, and reusable campaign system, together as one connected PrettyLitter customer experience across acquisition, conversion, subscription, and retention.
Timeline. Figma templates and the coded Shopify site, delivered within 30 to 45 days from signature and initial payment. The Shopify build runs in parallel and never slows down Figma delivery.
Ownership. Everything is created for and built directly within PrettyLitter’s own ecosystem.
CPG is our home turf.
Olipop · Built by Liquid Lemon ↗A decade of
custom Shopify.
We've been designing and developing custom Shopify sites for about ten years. Every storefront pattern that matters, we've built, shipped, and refined dozens of times.
10+ yearsProven engine,
zero templates.
Nothing we ship starts from a theme. Over a decade of client builds we engineered our own private Shopify foundation for the unforgiving parts: cart drawers, upsell logic, performance. Only our clients get it, and every storefront is custom-coded on top of it. That's why your budget goes to design and conversion instead of re-solving solved problems.
Zero templatesBuilt around
your brand.
Because the foundation is already engineered, your budget goes where it matters: the front end. Every page, section, and interaction your customers touch starts from a blank canvas, built in custom code around your brand guide and references, then elevated with our own creative direction.
100% design focusBuilt and in production.
Klaviyo, handled.
We specialize in email design and retention as well. Figma-designed, Klaviyo-built flows and campaigns shipped for CPG and apparel brands.
Priced separately from the Sprint
Hover to preview · Click to view the full emailTap an email to view it in full
A design studio,
built by operators.
We built Liquid Lemon as operators: lean team, no layers, no agency theater. We've launched custom Shopify sites for some of the biggest brands in DTC. Custom, fast, and engineered to convert from order one.
Nick Scott
Co-Founder & CEO, Liquid Lemon
Co-founder of Big Baby Ventures. Has led performance marketing and Shopify builds for brands like Gymshark, Olipop, Hero Cosmetics, and Alphalete. Obsessed with the intersection of conversion strategy and design craft.
LinkedIn
Andrew Zam
Co-Founder & VP, Liquid Lemon
Runs client partnerships, growth strategy, and operations at Liquid Lemon. Ensures every build ships on time, polished, and built to convert. The reason things run like clockwork.
LinkedInFAQ
Everything you need to know.
Get Started?
the $19,500?
the Copy?
Coded Site?
Accessibility?
Email Later?
Everything you
need to know.
Options, timing, and how it works.
The Close · Liquid Lemon × PrettyLitter
Ready when you are.
Reply to the thread with the scope you’re going with and we’ll send the agreement the same day.
Questions? nick@liquidlemon.co