Giving Babydoll room to tell its wine story while making the rules of buying by the case clear.

UX/UI & CRODataStrategyDevelopment

Babydoll

Babydoll needed the flexibility to tell its wine story while making case-of-six ordering simple to understand. Shoppers also needed tasting notes on the page and a way to hear when a wine came back into stock.

The project
Babydoll makes New Zealand wine. Overdose built a headless website with WordPress managing the content experience and Shopify handling transactions.
The work made the buying rules clearer from product page to mini-cart: customers could mix wines, but needed six bottles to complete an order. Tasting notes moved from downloadable PDFs into product pages, where they were easier to find while browsing.
A custom back-in-stock application collected an email address for notification when an unavailable wine returned. The visual design carried Babydoll’s refreshed packaging into the website through typography and illustration.
Scope
- UX/UI & CRO
- Data
- Strategy
- Development

Connected systems

Integrations

WordPress manages the editorial front end and brand storytelling; Shopify provides the transactional layer. The two were connected so Babydoll could present flexible content while keeping online purchasing and fulfilment in Shopify.

Platforms and systems

The two platforms in Babydoll’s headless commerce setup.

Integration

Platform

WordPress
Content and website front end
Shopify
Transactions and fulfilment

Swipe to explore all three

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Challenge
Letting customers know when wine returns
A sold-out wine left interested shoppers without a way to request an update.
Solution
Overdose built a back-in-stock application that collects an email address and sends a notification when the wine is available again.
Challenge
Making case rules clear
Customers could mix wines, but a cart with fewer than six bottles could not proceed to checkout.
Solution
The minimum is explained through the product page and mini-cart, so shoppers can build a valid case before checkout.
Challenge
Bringing tasting notes into the journey
Tasting information sat in downloadable PDFs at the foot of product pages, away from the moment customers were choosing a wine.
Solution
The notes were brought onto the product page, with navigation cues to help shoppers find them.

Experience

UX & UI

The refreshed website drew on Babydoll’s packaging with serif type and sheep illustrations. The design also keeps the case-of-six rule visible through the buying journey, giving the brand story and the practical ordering detail room to work together.