the brief.
Phinity is a complete Smart Water Care system that makes chlorine and saltwater pool maintenance simple. It was started by parent company Sigura to test a new direct-to-consumer model, and Sigura came to us to build the e-commerce system and marketing site that would give the new D2C brand its best chance of success.
The brief wasn't really "build a store." It was "validate whether a manufacturer can sell straight to consumers", with a real product, a real launch, and a parent company watching to decide whether this becomes the future of the business.
the challenge.
Three things had to work at once for this to succeed: the supply chain, customer service, and the Shopify Plus application. None of them was fully in our hands (the work ran across two other agencies and multiple stakeholders) and the whole pilot was pinned to an immovable deadline: testing in time for pool season. Miss the season, miss the year.
the process.
We took a human-centric approach and worked the seams between stakeholders, not just the interface. With the season bearing down, we validated messaging and pricing through live A/B tests on the site, and partnered with the supply team to streamline delivery so products reached customers' doors. Design is more than aesthetics: based on our research, we proposed revisions to existing prototypes that made the brand and product more mobile-friendly, more editable, and faster to develop.
the solution.
a customer-centric subscription service.
We used the website itself as a testing instrument: running A/B tests on bundles and messaging so real customer data, not assumption, told us how to make subscribing to pool maintenance feel fast and simple.
a robust Contentful and Shopify Plus application.
We built an interactive, user-friendly site ready for a critical launch date and flexible enough to change on findings: Contentful for the marketing pages, Shopify Plus plus third-party integrations for commerce.
the outcome.
Sigura kicked off pool season with an entirely new business model live. Just one month after launch, the data showed more visitors arriving to shop than to learn: a sign people felt educated enough to buy on the spot. The company's C-suite was delighted with the lift in brand awareness, product knowledge, and the execution of the build, and our continuing work means each season's insights feed the next.
Thrilled with the work Power Shifter has done under very tight timelines and customizing the solution for our unique needs. Very collaborative and customer-centric design thinking led to a great end product that has been very well received by our customers.
Smart water care in motion, the D2C storefront that proved the model.
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