Doguet's Rice eCommerce
Project Overview
Doguet’s Rice, a premium Texas brand specializing in Cajun and Gulf Coast rice products, partnered with Cegrix to elevate their digital presence and streamline e-commerce operations. Within nine months post-launch, Doguet’s achieved a +92% increase in monthly revenue and +69% growth in units sold, all without paid ads. Our strategy delivered cohesive branding, boosted sales, enhanced customer experience, and improved internal fulfillment efficiency.
Services: Strategy, Consulting, Website Design, UI/UX, Product Photography
Problem & Solution
Website lacked professionalism, weakening brand credibility and costing sales- Internal process lacked clear SOPs, causing dependency on individual team member
- Fragmented brand presence between website and Amazon hindered growth
- Complex backend updates created inefficiencies, slowing operational agility
Premium e-commerce experience, increasing conversions and competitive positioning- Visual SOPs, eliminating single-employee dependency, streamlining internal fulfillment
- Unified brand experience across all digital touchpoints, enhancing market clarity
- User-friendly CMS and operational SOP framework, accelerating internal workflow
User Needs & Goals:
Establish Doguet’s Rice as a digitally sophisticated and competitive regional leader.
Inadequate website design undermined strategic positioning and reduced competitive advantage.
Design internal processes and tools to enable streamlined operations, quicker updates, and future scalability.
Inefficient internal workflows reliant on individual knowledge led to operational risk and productivity loss.
Enable teams to confidently manage and update digital assets and processes independently.
Unclear CMS and outdated SOP processes caused delays, increased reliance on external support, and hindered scalability.
Strategy Map:
First assess current ecommerce capability, identify pain points and bottlenecks, and create a strategy to resolve for seamless ecommerce processing from point of sale to shipping and returns.
eCommerce Website
Colors & Typography
Product Photography
Amazon Store
SOP Design & UX Fulfillment Strategy
As Doguet’s Rice scaled its e-commerce operations, internal infrastructure lagged behind. While front-end growth accelerated, fulfillment workflows remained informal, creating risk points that needed structured solutions to support future expansion.
Fulfillment processes lacked formal documentation, relied heavily on a single employee’s knowledge, and introduced errors, inefficiencies, and delays, compromising speed, accuracy, and resilience as order volumes increased.
We conducted stakeholder interviews and workflow assessments to create a comprehensive SOP system, standardizing order processing, shipping protocols, label configurations, and fallback procedures to ensure operational continuity and growth.
SOP Design Process:
User Personas:
Hypothetical Persona Focus: Renee (Primary) | Devon & Claire (Fallbacks)
Empathy Map – Fulfillment User Roles
- “I kind of just figured it out myself…”
- “If I’m out sick, no one else knows how to do this.”
- “Is there a checklist I can follow?”
- “I have to do extra steps and it wastes time.”
- “Am I doing this the right way?”
- “What if I make a mistake that impacts a customer?”
- “This isn’t my main job, I can’t afford to mess this up.”
- “There has to be a better way to do this.”
- Logs into ShipStation sporadically or as needed
- Switches tasks frequently (walk-ins, calls, HR requests, emails)
- Prints pick lists, labels, and packing slips manually
- Asks for help or references SOP when available
- 😟 Anxious about causing fulfillment errors or delays
- 😩 Overwhelmed when juggling roles or deadlines
- 🤔 Uncertain about best practices or uncommon cases
- 😤 Frustrated by inefficiencies, unclear steps, limited space
Internal Fulfillment Journey Map
The internal journey map identifies repetitive micro-decisions and friction points within the fulfillment workflow that create significant operational inefficiencies and cognitive burdens for staff. Documenting each of these internal steps allowed us to streamline decision-making with clear SOPs, optimize workstation setups, improve order accuracy, and reduce operational risks to provide a scalable, resilient internal process.
High cognitive load and workflow complexity were pinpointed as significant internal operational challenges. Therefore, our SOP-focused approach emphasized structured clarity with simplified internal decision-making and intuitive visual guidance. This internal-focused approach also led to a significant reduction in fulfillment errors while minimizing reliance on individual staff to ultimately provide the framework for scalable growth.
Fulfillment User Flow Diagram
This journey reveals how repetitive micro-decisions and interface friction add up to significant cognitive strain, especially for users juggling roles or filling in temporarily.
Fulfillment Strategy Map
Project Conclusion - ROI
This case study for Doguet's demonstrates how our integrated digital strategy directly drives measurable business results. Within a year of launch, website-driven sales increased by over 30% and subsequently surged by 40%, quickly selling out flagship products. On Amazon, our Brand Store achieved a remarkable 92% revenue growth and a 69% increase in units sold without paid advertising, further validating our strategic, organic approach.
Operationally, the implementation of a clear visual SOP dramatically improved fulfillment efficiency, reducing processing times by 25% and eliminating reliance on individual employee knowledge. Overall, these results showcase the tangible impact that strategic UX design, robust backend optimization, and efficient fulfillment processes can have on sustainable business growth and scalability.
Results/ROI
- Increased website-driven online sales by 30%+ annually
- Achieved a +92% monthly revenue lift on Amazon post-launch
- Increased monthly units sold by +69% via Brand Store (no ads)
- Reduced fulfillment processing time by 25% through SOP design
- Eliminated operational downtime tied to single-employee knowledge gaps
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