Web Case Study · E-commerce / UX & UI · Responsive
BULLTUG
A colorful dog-toy universe shaped into a clear, energetic shopping experience.
BULLTUG is a brand my husband and I created — so on this project I was my own client. I designed the full Shopify storefront: navigation, product pages, community pages, support and checkout.
A flexible visual system where each section carries its own energy.
Client
BULLTUG — my own brand
My role
UX/UI Design, Visual Design and Art Direction
Platform
Shopify
Scope
E-commerce, navigation, product pages, mobile experience and content structure
Project Overview
Playful by nature. Clear by design.
A complete Shopify experience that brings Bulltug’s personality to life while making a growing range of toys easy to explore and shop.
01 / The Challenge
Organize products, stories and community content without losing the brand’s expressive personality or making the shopping journey feel busy.
02 / Design Approach
Pair playful storytelling with clear paths to purchase, product-focused navigation and helpful content for finding the right toy.
01 — Homepage
A playful product journey in one scroll.
The homepage turns Bulltug’s playful product range into a clear customer journey, moving from hero and featured products to durability benefits for power chewers, lifestyle imagery, customer quotes and a final call to action. Each section shifts in color and rhythm to keep the long scroll engaging, while product-focused calls to action make it easy to explore and shop. Products are organized by play style, helping visitors quickly find the right toy for their dog.
- Hero introduces a featured product story instead of a generic brand statement
- Product rows organize toys by play style — multi-part, plush and power chew
- Product-focused calls to action support exploration throughout the homepage
- Lifestyle imagery, customer quotes and awards build trust along the way
02 — Navigation & Menu
A mega-menu that shops for you.
Pet owners shop by their dog, not by category trees. The menu opens into clear groups with featured products right inside it, so a visitor can go from hover to product page in a single move.
- Categories written in plain language, no store jargon
- Featured products previewed inside the menu with imagery
- Two clicks maximum from any page to any product
03 — Product Pages
Let the toys sell themselves.
Each product page leads with high-quality photography I directed — multiple angles, lifestyle shots and size references. Tabbed content keeps descriptions, play benefits, key features and reviews organized without overwhelming the buyer.
- Multi-image gallery with thumbnail navigation for quick browsing
- Tabbed descriptions, features and customer reviews in one view
- Frequently Bought Together bundles and related product suggestions
- Lifestyle photography showing the toys in action with real dogs
Tabbed Product Details
Story-led Product Pages
Product Storytelling
Some toys have a backstory.
Certain products go beyond standard specs. Trash N’ Seek has its own illustrated origin story set on the streets of New York City. When a product calls for it, I use character bios, playful feature icons and narrative copy to turn the page into an experience.
- Custom illustrations and character backstories for select toys
- A “What’s Fun?” icon system explains play features at a glance
- Sold-out products keep engagement through email waitlist signups
- “Your Pup Might Also Love” cross-sells use themed recommendations
Mobile Experience
Designed for the scroll.
Most of the traffic arrives from a phone, usually from Instagram. So the mobile layout is the real design and the desktop is the expansion: thumb-height buttons, one message per screen, and product imagery that stays large even on the smallest devices.
- Sticky add-to-cart so the buying action is never scrolled away
- Collapsed menu with the same plain-language categories
- Sections re-stacked, not shrunk — nothing is hidden on mobile
04 — About Page
The founders, the process, the toy testers.
The about page tells how the brand started, how a toy goes from sketch to shelf, and who really approves it — the toy testers, a crew of community dogs who put every prototype through its worst day.
05 — Besties Page
A page that belongs to the community.
Besties is where the customers become the content: photos of real dogs, their illustrated portraits, and a hero built entirely out of those illustrations. It is the warmest page on the site and the one people share the most.
06 — Blog · Dog Talk
Useful content, not filler.
Dog Talk is an article grid with education and practical tips for dog owners — play styles, chewing safety, enrichment. It gives the store a reason to be visited between purchases and does the SEO work quietly.
- Consistent card grid with strong thumbnails and short titles
- Article layout built for reading on a phone
- Contextual product links inside relevant posts
07 — Contact & Support
Help that is always one tap away.
Support lives on one page: contact form, return policy, and wholesale through Faire for retailers. And because questions rarely happen on the contact page, the “Chat with Us” widget follows the visitor across the entire site.
- Short form — name, email, order number, message
- Returns and shipping answered on the same page, no hunting
- Wholesale / Faire entry point separated from customer support
- Persistent chat widget available site-wide
Checkout & Cart
The quietest part of a loud store.
Once someone decides to buy, the color steps back. The cart keeps the order summary, upsells and pricing fully transparent; the checkout strips everything down to clear steps with no surprises at the end.
Cart — summary, upsells, clear pricing
Checkout — clean flow, minimal steps
Outcome
Personality with structure, from discovery to checkout.
The result is a Shopify storefront that brings Bulltug’s playful brand world into every stage of the shopping experience. From product discovery and storytelling to support and checkout, each touchpoint is designed to feel clear, energetic and easy to use.
The final experience balances personality with structure, helping visitors explore the collection, understand the products and move naturally toward purchase.