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Ruggable

Ruggable

Reimagining Rug Shopping: Where Washability Meets Interior Style

Ruggable disrupted the home decor industry by introducing machine-washable, design-forward rugs. Built for modern lifestyles—kids, pets, spills, and all—their two-piece rug system offers a unique value proposition. Our task was to ensure their Shopify store matched that innovation with a frictionless and scalable digital experience.

The Challenge

Ruggable’s product was already a hit, but their digital storefront wasn’t keeping up. Users found navigation overwhelming, product comparisons confusing, and the customization process too rigid. Moreover, with thousands of SKUs (styles, sizes, patterns), performance issues were affecting conversions—especially on mobile.

Challenges included:

  • Communicating the unique two-piece rug system
  • Simplifying size/style filtering without limiting creativity
  • Designing a smooth customization flow
  • Making repeat orders easier and faster
  • Optimizing site speed for image-heavy design catalogues

The Strategy

We positioned Ruggable as more than a rug brand—it’s functional home decor with fashion sensibility. Every UX decision was rooted in minimizing choice overload while amplifying product value and design inspiration.

Key strategies:

  1. Interactive Rug Customizer: Users can now filter by room, lifestyle (pets, high-traffic), or style (boho, geometric, etc.), then preview rugs in different room mockups.
  2. Two-Piece System Education: Built an engaging visual explainer showing how the rug cover and base layer work together—making “washability” feel intuitive.
  3. Mobile-First Redesign: A sticky filtering system, collapsible size guide, and swatch preview were introduced to streamline browsing and boost mobile AOV.
  4. Smart Recommendations: Based on previous purchases, we added a “Complete Your Room” block that includes matching runners, doormats, and cushions.
  5. Shop by Inspiration: Introduced curated “Looks” from influencers and designers to drive exploratory shopping.

 

The Process

  1. Customer Behavior Research – Conducted heatmap studies and exit interviews to understand friction points in the current cart journey.
  2. Component-Based Design System – Created reusable Shopify 2.0 blocks for product cards, rug comparison charts, lifestyle badges, and seasonal banners.
  3. Performance-Optimized Media – Implemented next-gen image formats (WebP), lazy loading, and CDN caching for smooth visual browsing.
  4. Content SEO Strategy – Optimized long-tail queries like “washable rugs for pet owners” and “boho runner for hallway” to drive organic traffic.
  5. Conversion Funnel Optimization – Refined every stage from PDP to checkout, integrating free swatch promos and size-selection nudges.

Outcome

  • +49% boost in mobile conversions
  • -31% drop in cart abandonment
  • 68% faster load times across product pages
  • +35% growth in “Shop by Room” usage
  • 2.5× increase in average session duration
  • Return customer rate up by 24% within 60 days

Client Feedback

“We always knew our product was a game-changer. Now the website tells that story with elegance and clarity—and our customers are loving the difference.”
— Ruggable Marketing Director

Conclusion

With its revolutionary product and now a digitally refined experience, Ruggable is not just selling rugs—it’s selling freedom, flexibility, and flair. Our Shopify revamp ensures the brand stays ahead in both form and function, making rug shopping as effortless as it should be.

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