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Doguet's Rice eCommerce

UX/UI
Business Strategy
Content Creation
Digital Marketing
SEO
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Doguets
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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

Problem

  • 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

Solution

  • 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Unclear CMS and outdated SOP processes caused delays, increased reliance on external support, and hindered scalability.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

Doquet's Rice Milling Company website homepage featuring Texas grown organic rice since 1920, product listings, and recipe images.
Website page showing gluten-free rice products, product images with prices, types of rice with photos, and a section for latest recipes.

Colors & Typography

E-commerce webpage showing various packaged rice products like medium grain white rice, organic long grain white rice, jasmine rice, and Cajun style roux with prices listed.
E-commerce page showing Doguet’s Organic Long Grain Brown Rice 25lb package, description, price at $30.25, quantity selector, add to cart and buy buttons, shipping and return policies, and related products.
Organic Long Grain Natural Brown Rice bag alongside website screenshots showing product page, shopping cart, and checkout process.
Website recipe page showing filters for Healthy, Cajun, TexMex, and Dessert, with images and titles of dishes like Easy Red Beans & Rice and Cajun Seafood Gumbo.
Website page showing a recipe for Zesty Spanish Rice with ingredients and cooking directions, accompanied by an image of a bowl of cooked rice.
Person holding a smartphone displaying a website for Doguet's rice with text about rice being rooted in family.

Product Photography

Bag of Doquet's organic long grain natural brown rice with USDA organic and gluten-free labels.
20 lb bag of Save Budget brand long grain rice from Doguet's Rice Milling Co., Beaumont, Texas.
Bag of Doguet’s organic white basmati rice with gluten-free and USDA organic labels.
Package of Doguet's brand extra fancy enriched long grain rice with Texas state outline on label.
Bag of Doguet's brand extra fancy natural brown rice with orange and brown text on clear packaging.
20-pound bag of Save Budget brand medium grain rice from Doguet's Rice Milling Co., Beaumont, Texas.
Package of Doguet's brand enriched white jasmine rice with gluten free and non-GMO labels on a purple and red bag.
Jar of Doguet's Old Fashioned Cajun Style Roux with red lid on a white background.
Package of Doguet's white jasmine rice with purple and red text on a clear bag.
Bag of Doguet's brand medium grain enriched rice weighing 20 pounds with Texas outline logo.
Brown cardboard box labeled Doguets, containing 12 packs of 16 oz each, on a white background.
Bag of Doguet's organic long grain natural white rice with gluten-free and USDA organic labels, featuring a Texas state outline on the packaging.
Package of Doguet's organic long grain natural brown rice with gluten-free label on a white background.
Two jars of Doguet's Old Fashioned Cajun Style Roux with red lids on a white background.
20-pound bag of Doguet's brand Extra Fancy Enriched Long Grain Rice with red and blue text on white packaging and Texas state outline.
Bag of Doquet's organic long grain natural white rice with gluten-free and naturally mild antioxidants labels.
Bag of Doguet's brand enriched medium grain rice with Texas outline on packaging.
White insulated tumbler with a black lid featuring the Doguet's Brand Rice Milling Company logo and Texas state outline.
Closed brown cardboard box labeled with 'Doguets' and product information, marked 32 oz and 12 count.
Jar of Doguet’s Old Fashioned Cajun Style Roux with red lid and Texas outline on label.
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
Bag of Doquet's organic long grain natural brown rice with USDA organic and gluten-free labels.
Bag of Doguet’s organic white basmati rice with gluten-free and USDA organic labels.
20 lb bag of Save Budget brand long grain rice from Doguet's Rice Milling Co., Beaumont, Texas.
Package of Doguet's brand extra fancy enriched long grain rice with Texas state outline on label.
Bag of Doguet's brand extra fancy natural brown rice with orange and brown text on clear packaging.
20-pound bag of Save Budget brand medium grain rice from Doguet's Rice Milling Co., Beaumont, Texas.
Package of Doguet's brand enriched white jasmine rice with gluten free and non-GMO labels on a purple and red bag.
Jar of Doguet's Old Fashioned Cajun Style Roux with red lid on a white background.
Package of Doguet's white jasmine rice with purple and red text on a clear bag.
Bag of Doguet's brand medium grain enriched rice weighing 20 pounds with Texas outline logo.
Brown cardboard box labeled Doguets, containing 12 packs of 16 oz each, on a white background.
Bag of Doguet's organic long grain natural white rice with gluten-free and USDA organic labels, featuring a Texas state outline on the packaging.
Package of Doguet's organic long grain natural brown rice with gluten-free label on a white background.
Two jars of Doguet's Old Fashioned Cajun Style Roux with red lids on a white background.
20-pound bag of Doguet's brand Extra Fancy Enriched Long Grain Rice with red and blue text on white packaging and Texas state outline.
Bag of Doquet's organic long grain natural white rice with gluten-free and naturally mild antioxidants labels.
Bag of Doguet's brand enriched medium grain rice with Texas outline on packaging.
White insulated tumbler with a black lid featuring the Doguet's Brand Rice Milling Company logo and Texas state outline.
Closed brown cardboard box labeled with 'Doguets' and product information, marked 32 oz and 12 count.
Jar of Doguet’s Old Fashioned Cajun Style Roux with red lid and Texas outline on label.
Bag of Doquet's brand naturally nutritious extra fancy natural brown rice with clear packaging showing the rice grains.Side view of a sealed, rectangular plastic bag with red and blue colors, tied at both ends.

Amazon Store

Website screenshot showing Doguet's Amazon store design with a Cajun roux dish with bread, bowls of organic and brown rice, and text promoting 'Our rice rooted in family, try our famous Cajun roux coming soon.'
Amazon webpage featuring Doguet's Rice with sections for Organic, Brown Rice, White Rice, Jasmine, and a promotion for Cajun Roux with images of rice dishes and grains.
Amazon product page showing Doguet's Organic Long Grain Brown Rice 4lb (2-pack) priced at $35 with details on organic, kosher, gluten-free, and vegan diet types.
E-commerce webpage displaying Doguet's Organic Long Grain Brown Rice product listings with pricing, reviews, and product images of rice bags.

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)

Portrait of a woman with glasses and short hair, wearing a black collared shirt against a light gray background.
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.
Portrait of a smiling man with short brown hair wearing a black shirt against a light background.
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.
Portrait of a woman with straight brown hair wearing a black collared shirt against a light background.
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

Portraits of two women and one man with neutral expressions on a light background.
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
Person using a laptop displaying a ShipStation interface with an orders list on the screen.Whiteboard with a handwritten checklist titled 'E-COMMERCE SOP' listing tasks like website, search, navigation, product page, cart, checkout, email notifications, discount codes, payments, shipping, category structure, rates, fulfillment, returns, and customer support.

Internal Fulfillment Journey Map

Eight workflow steps detailing user actions, pain points, emotions, and suggestions for order processing and shipment tasks.
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, optimize workstation setups, improve order accuracy, and reduce operational risks to provide a scalable, resilient 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

Three-column process chart showing User Interview insights matched with Actions taken and resulting Outcomes, improving shipping operations and efficiency.

Project Conclusion - ROI

Open red binder displaying a SOP document titled 'Doguet’s Rice Company' outlining standardized workflow for processing e-commerce orders with signature at the bottom.Close-up of a red binder open to a letter inside, featuring the letterhead of Doguet's Rice Company SOP and a signature at the bottom.

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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