Main image banner for Naturesweet Homegrown Challenge event representing a Work Case Study for Cegrix Ad AgencyMain image banner for Naturesweet Homegrown Challenge event representing a Work Case Study for Cegrix Ad Agency

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

+92%
Monthly Revenue Increase
+69%
Monthly Units Sold
+30%
Annual website-driven sales
+25%
Faster Fulfillment Processing

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:

Enhanced Brand Positioning:
Establish Doguet’s Rice as a digitally sophisticated and competitive regional leader.
Goals
Weak Digital Market Presence:
Inadequate website design undermined strategic positioning and reduced competitive advantage.
Pain Points
Operational Efficiency & Scalability:
Design internal processes and tools to enable streamlined operations, quicker updates, and future scalability.
Operational Bottlenecks & Risks:
Inefficient internal workflows reliant on individual knowledge led to operational risk and productivity loss.
Internal Empowerment:
Enable teams to confidently manage and update digital assets and processes independently.
Complex Internal Tools:
Unclear CMS and outdated SOP processes caused delays, increased reliance on external support, and hindered scalability.

Strategy Map:

Discover
Stakeholder & team member interviews
Ideate
Competitive research & bottleneck identification
Refine
New eCommerce site / Amazon optimization
Deliver
SOP for fulfillment operations

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

25lb. Organic Brown Rice
20lb. White Rice
20lb. Organic White Basmati
3lb. White Rice
2lb. Natural Brown Rice
20lb. Med Grain White Rice
25lb. White Jasmin Rice
1 Quart Cajun Roux
2lb. White Jasmine Rice
20lb. Med Grain White Rice
12ct. Roux (16oz)
25lb. Organic White Rice
4lb. Organic Brown Rice
Roux Pint/Quart
20lb. Long Grain White Rice
4lb. Organic White Rice
3lb. Med Grain White Rice
Large Tumbler
12ct. Roux (32oz)
1 Pint Cajun Roux
001

Amazon Store

SOP Design & UX Fulfillment Strategy

Summary

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.

Problem

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.

Solution

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:

01
Role Discovery
02
Process Mapping
03
Friction Analysis
04
System Modeling
05
Final Handoff

User Personas:

Hypothetical Persona Focus: Renee (Primary) | Devon & Claire (Fallbacks)

Renee, 52
Fulfillment Coordinator
Front Office / Fulfillment Zone
Tech Skills
Low to Moderate
Hardware Setup
Small single monitor, standard desktop PC
Pain Points
Manages shipping from memory with no written process. Frequent distractions make it hard to stay focused. Limited screen space adds to the stress.
Distractions
Frequent walk-in customers, phone inquiries, limited desk space.
Devon, 26
Business Development
Doguet’s HQ – Upstairs office
Tech Skills
Moderate to expert
Hardware Setup
Laptop with external monitor
Pain Points
Struggles with ShipStation, relies on SOPs in emergencies, needs a simple, pressure-proof system, and fears mistakes with split shipments or labels.
Distractions
Juggling primary BD tasks with temporary shipping role when needed.
Claire, 39
HR & Office Manager
Doguet’s HQ – Shared office
Tech Skills
Moderate
Hardware Setup
Desktop PC, dual monitors
Pain Points
Overwhelmed by unfamiliar shipping workflows, needs clear, visual guidance, fears mistakes, and avoids tech that feels confusing or non-intuitive.
Distractions
HR requests, employee questions, compliance tasks

Empathy Map – Fulfillment User Roles

What they say
  • “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.”
What they think
  • “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.”
What they do
  • 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
How they feel
  • 😟 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

Journey Map Summary

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, optimizing workstation setups, improved order accuracy, and reduced operational risks to provide a scalable, reslilient internal process.

Key UX Takeaways

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 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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75% of consumers judge a company based on website design, 86% are willing to pay more based on a great customer experience, and 85% admit to checking a business online before making a purchase.