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 reclaim their brand on Amazon and streamline ecommerce operations. Cegrix secured trademark protection to remove unauthorized sellers, launched the official Amazon Brand Store, and provided a custom SOP for faster, more reliable fulfillment across the website and Amazon. Direct website sales grew 30% since launch and 40% in the most recent fiscal year. Zero paid advertising.
Services: Strategy, Consulting, Website Design, UI/UX, Product Photography
On Ads
Problem & Solution
Problem
Unauthorized Amazon sellers hijacking listings, shipping mishandled product, damaging brand reputation- Website lacked the professionalism needed to support a premium brand and convert direct buyers
- Internal fulfillment processes lacked clear SOPs, creating dependency on individual team member knowledge
- Fragmented brand presence across website and Amazon limited control over customer experience
Solution
Amazon Brand Registry approval, eliminating unauthorized sellers and restoring brand control- Premium e-commerce experience, increasing conversions, migrating customers to the channel Doguet's fully controls
- Visual SOPs, eliminating single-employee dependency and streamlining internal fulfillment
- Unified brand experience across all digital touchpoints, enhancing market clarity and customer trust
User Needs & Goals:
Reclaim Doguet's brand on Amazon and prevent unauthorized sellers from damaging reputation.
Hijacked listings and mishandled product shipments were driving negative reviews against Doguet's directly.
Establish Doguet's Rice as a digitally sophisticated and competitive regional leader.
Inadequate website design undermined strategic positioning and reduced competitive advantage.
Unclear CMS and outdated SOP processes caused delays, increased reliance on external support, and hindered scalability.
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.
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% in the most recent fiscal year alone, with flagship products quickly selling out. On Amazon, our Brand Registry and Brand Store work helped eliminate unauthorized sellers that had been damaging the Doguet's brand through mishandled shipments and negative reviews. The result is a brand Doguet's fully controls, supported by a direct channel built to compound long-term value.
Operationally, the visual SOP system streamlined fulfillment, reduced processing times, and eliminated reliance on individual employee knowledge. All results were achieved organically, with zero paid advertising across any channel. 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
- Drove a 40% sales lift in the most recent fiscal year, with flagship products selling out
- Secured Amazon Brand Registry to eliminate unauthorized sellers damaging the brand)
- Achieved all results organically, with zero paid advertising across any channel
- Reduced fulfillment processing time with SOP design
- Eliminated operational downtime tied to single-employee knowledge gaps
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