Brief
Create a thoughtful, educational and personalized e-commerce experience
Gigi Organic wanted to evolve its digital presence with an online store that reflected its mission: to offer Quebec a healthier, more conscious and more natural alternative to traditional menstrual products. In a market where the toxicity of intimate care products is still not widely understood, and where truly organic options remain limited, the mandate was to create a platform that could inform, reassure and convert.
The project also involved migrating the existing experience from Wix to Shopify, without losing the visual universe that had already been established. The goal was to preserve the sense of softness, calm and trust that defined the brand, while building a stronger, more scalable e-commerce foundation that could better support a personalized offer.
Goals
Transform a functional purchase into a self-care experience
The main objective was to communicate the value of Gigi Organic beyond the simple purchase of menstrual products. The goal was to help customers understand the difference between a product bought out of habit at the pharmacy and a more conscious approach designed around their body, their rhythm and their needs.
The online store therefore had to serve a dual purpose: to sell, but also to educate. Every interaction needed to help explain the benefits of organic products, make the offer more accessible and guide customers toward the right choices. The experience also had to encourage the natural discovery of complementary products from other suppliers, without creating a disconnect from the brand universe.
Tools and partners
Complexity and challenge
Personalize without compromising flow
The main complexity of the project lay in the personalization of the offer. Gigi Organic did not simply want to sell individual products, but to offer a box adapted to each customer’s flow, preferences and needs. This meant designing a custom box builder, similar to a quiz experience, capable of recommending a relevant combination of products.
This system had to be developed without relying on a standard personalization app, while being connected to a subscription app used before the arrival of Shopify Subscriptions. The logic was therefore technical, commercial and experiential all at once. More than a hundred combinations had to be manually classified to create a personalization experience that was both coherent and functional.
On top of this came an important aesthetic challenge. Every detail, from the interface to supplier visuals, had to fit within a soft, precise and calming universe. Even photos from external partners had to be selected, adapted or harmonized to ensure they never disrupted the overall brand feelingPersonalize without compromising flow.
Approach
Build an invisible logic in service of intuition
The methodology was structured around three main pillars: migrating the experience to Shopify, building a custom box builder and integrating a consistent brand experience across the entire customer journey. The goal was to keep the technical complexity invisible to the user. The process needed to feel simple, fluid and natural, even though it relied on advanced manual logic behind the scenes.
Special attention was also given to upselling. Complementary products had to be presented as a natural extension of the experience, rather than as commercial pressure. The idea was to create a gentle moment of discovery, aligned with the customer’s needs and with the brand’s promise of well-being.
Solution
Sell a box designed for the body, not for the cart
The solution was built around a personalized e-commerce experience, centered on a custom box builder. Rather than asking customers to browse through several products on their own, the website guided them through a curated selection. Based on their answers, the content of the box was adapted to their flow and needs.
This approach helped simplify a subject that can feel intimate, complex or shaped by long-standing habits. Customers did not have to guess what was right for them. They were guided through a journey that translated their needs into a concrete offer, while reinforcing the value of organic products and conscious choices.
Visually, the store maintained a sense of calm and softness. The experience did not seek to dramatize the topic, but rather to create a reassuring, almost ritual-like space. The aesthetic became part of the value proposition: buying from Gigi Organic was not just about filling a box, but about choosing an experience that felt more aligned with oneself.
Results
An experience that gives meaning to the purchase
The result is a Shopify store that translates Gigi Organic’s mission into a cohesive, reassuring and personalized
e-commerce experience. The migration helped establish a stronger foundation for growth, while preserving the brand’s original feel. The box builder transformed the purchase of menstrual products into a guided, adapted and more human journey. It made the offer easier to understand, highlighted the benefits of organic products and created a stronger connection between the customer and the brand. Beyond e-commerce performance, the project mainly gave shape to a promise: to offer women a healthier, more conscious and more soothing alternative, through an experience that respects both their body and their need for simplicity.An experience that gives
meaning to the purchase
“I highly recommend the Maze team! It can be hard to know who to trust with a development project, but working with Katherine and Simon was a great discovery. They really understood what I was looking for and delivered the right solutions on Shopify. They know the platform well and offer full-service support to guide the project from start to finish.”
Gigi Organic
