Scaling Mission-Driven E-Commerce
Challenge
Through collaborative sessions with diverse stakeholders and comprehensive platform data analysis, we examined how RCO's digital ecosystem served their wellness-focused community. As a mission-driven company scaling their impact through both direct-to-consumer and wholesale channels, they needed a platform architecture that could authentically represent their values while efficiently serving customers, retail partners, and internal teams.
Without a cohesive digital experience, RCO's mission-driven customers were abandoning carts and wholesale partners were struggling to represent the brand authentically. Their explosive growth was actually threatening the very community relationships they were built to serve.
Through collaborative sessions with diverse stakeholders and comprehensive platform data analysis, we examined how RCO's digital ecosystem served their wellness-focused community. As a mission-driven company scaling their impact through both direct-to-consumer and wholesale channels, they needed a platform architecture that could authentically represent their values while efficiently serving customers, retail partners, and internal teams.
Without a cohesive digital experience, RCO's mission-driven customers were abandoning carts and wholesale partners were struggling to represent the brand authentically. Their explosive growth was actually threatening the very community relationships they were built to serve.
Role
Product Designer
Product Designer
Tools
Figma
FigJam
Photoshoop
Illustrator
Loom
Slack
Figma
FigJam
Photoshoop
Illustrator
Loom
Slack
+71%
+30%
Wellness Journey Completed
Community Impact Revenue
Wellness Journey
Completed
+86%
Platform Engagements
+23k
+67%
Community Members Added
Community Connections Made
Community Members
Added
+71%
Wellness Journey Completed
+68%
+23k
Wellness Products Delivered
Community Members Added
Wellness Products
Delivered
+68%
Wellness Products Delivered
+30%
Community Impact Revenue
Community Impact
Revenue
+86%
Platform Engagements
+67%
Community Connections Made
Community Connections
Made
Market Research, Mission Goals and Community Needs
Market research, business goals and user needs.
Market research, business goals and user needs.
Through collaborative sessions, stakeholder insights, and platform data, we examined how RCO's ecosystem served their wellness-focused community. We addressed the lack of values expression, enhanced platform architecture and experience design, and created streamlined pathways for mission connection. Additionally, we aimed to simplify discovery for health-seekers and strengthen partnerships with like-minded retailers.
Wireframes: From concept to community-centered collaboration
Our wireframing process prioritized community-centered collaboration because RCO's success depends on authentic relationships. Each user flow was designed to reinforce their mission-driven values, ensuring that both wholesale partners and direct customers could experience the brand's heart for community at every touchpoin
Our wireframing process prioritized community-centered collaboration because RCO's success depends on authentic relationships. Each user flow was designed to reinforce their mission-driven values, ensuring that both wholesale partners and direct customers could experience the brand's heart for community at every touchpoin
The Result: Empowering Community Impact and Sustainable Growth
Beyond the impressive business metrics shown above, the redesigned platform enabled RCO to better serve their mission-driven community. Wholesale partners could now authentically represent the brand, and direct customers experienced the company's values through every interaction, creating a sustainable foundation for continued kingdom-focused growth.
Beyond the impressive business metrics shown above, the redesigned platform enabled RCO to better serve their mission-driven community. Wholesale partners could now authentically represent the brand, and direct customers experienced the company's values through every interaction, creating a sustainable foundation for continued kingdom-focused growth.
Ruben's approach to visual brand design goes beyond aesthetics—he understands how to create systems that serve a greater purpose. His systematic framework, refined through years of working with purpose-driven organizations, ensures that every design decision advances the mission while maintaining consistency across complex platforms. What sets Ruben apart is his ability to translate organizational values into visual experiences that connect with diverse communities and stakeholders.
Ruben's approach to visual brand design goes beyond aesthetics—he understands how to create systems that serve a greater purpose. His systematic framework, refined through years of working with purpose-driven organizations, ensures that every design decision advances the mission while maintaining consistency across complex platforms. What sets Ruben apart is his ability to translate organizational values into visual experiences that connect with diverse communities and stakeholders.
Grant Barron
CMO, Rowe Casa Organic