Case study

One operator. Three stores. Three CRO playbooks.

A multi-brand D2C operator running wearable pain-relief devices, nerve-pain supplements, and a Canva ad-template digital-product store. Three independent Shopify themes, three differentiated design systems, and four flagship CRO product pages: clinical proof for the device line, ingredient storytelling for the supplement line, and comparison-table direct response for the digital-product line.

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By the numbers

The numbers speak for themselves

Vault-backed numbers. No presentation-grade estimates. Each one is reconcilable to the founder's own reporting.

Shopify storefronts delivered under one operator
3

Three distinct Shopify stores delivered for a single multi-brand operator: hatchinfrared.com (wearable pain-relief devices), hatchdigitalmedia.com (Canva ad-template digital products), and luneusa.com (nerve-pain supplements and topical creams). Each store carries a differentiated design system, brand palette, and CRO architecture.

SRC: Vault notes.md, GitHub repos confirmed, 2026-05-21

CRO product pages architected and shipped
4

Four flagship CRO product pages delivered across the three stores: Hatch Knee Companion (hatchinfrared.com), Hatch Digital 100-template bundle (hatchdigitalmedia.com), Nerve Balm topical cream (luneusa.com), and Nerve Matrix oral supplement (luneusa.com). Each page documented in Figma with full section-by-section architecture: urgency banners, clinical proof blocks, comparison tables, ingredient breakdowns, social-proof counts, FAQ, and guarantee blocks.

SRC: Vault projects/1, 2, 3 and Figma case studies, 2026-05-21

Design iteration depth across the engagement
D4–D12

Eight design iteration cycles (D4 through D12) across the three GitHub repos with parallel Loom feedback rounds. Hatch-Knee ran D4 through D11; Hatch-Digital ran D5 through D12 with multiple D7 and D12 feedback rounds; Lune-feedbacks ran D6 through D11 including a dedicated D11-New-Balm product template branch. Roughly 100+ commits per repo.

SRC: Vault projects/1, 2, 3 — GitHub repos, 2026-05-21

Hatch monthly revenue

Post-rebuild growth
Desktop & Mobile

The full homepage, shown two ways

Two side-by-side screenshots of the long homepage. Hover the desktop card to slowly scroll the screenshot top to bottom, so visitors see the entire page without leaving this one.

  • Desktop · full homepage after rebuild
    3 stores
    Storefronts delivered under one operator (660 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    660 mo
    Engagement length
The work

How the engagement unfolded

  1. Hatch Knee Companion product page (hatchinfrared.com)

    Aug 2024

    High-converting product page for the Hatch Knee Companion wearable device. Three-therapy feature breakdown (vibration massage, heat compression, near-infrared red-light therapy), clinical proof blocks citing 45% VAS score reduction, 35% WOMAC improvement, and cellular regeneration up to 200%. Hero with $149 first-time offer, urgency header, video testimonial and review-video slider, social proof of 350,000+ users since 2020 and 2,000+ five-star reviews, comparison table, FAQ, and risk-free guarantee block. Brand: orange (#FCA600) plus black, Poppins typography. Design iterations D4 through D11 with parallel Loom feedback rounds.

    • Hatch Knee Companion
    • Three-therapy framework
    • Clinical proof blocks
    • $149 first-time offer
    • 350,000+ user social proof
    • D4 through D11
    • Poppins / orange

  2. Hatch Digital Canva ad-template store (hatchdigitalmedia.com)

    Aug–Sep 2024

    Custom Shopify theme for the Hatch Digital store selling 100-pack and 200-pack Canva ad-template bundles to Shopify and ecommerce operators. Direct-response architecture with a 'Canva templates vs traditional ads' comparison table, performance claims (up to 81% higher CTR, up to 68% higher ROAS, up to 26% lower CAC), countdown urgency timer, testimonials slider, help drawer FAQ, mobile dock navigation, newsletter popup, and a 100-template bundle CTA at $119.95. Brand: gold/brown (#BF8C4C), Jost typography. Design iterations D5 through D12 with multiple D7 and D12 feedback rounds.

    • Hatch Digital
    • Canva ad templates
    • Comparison-table direct response
    • $119.95 bundle CTA
    • Countdown urgency
    • D5 through D12
    • Jost / gold-brown

  3. Lune Nerve Balm product page (luneusa.com)

    Aug 2024 – Jan 2025

    CRO redesign of the Nerve Balm topical cream product page for Lune (Loveland, Colorado). Architecture documented section-by-section in Figma: 50%-off first-purchase offer banner, brand-credibility publication logos, thermographic visual proof of effectiveness, customer testimonials with real imagery, demonstrative use-case imagery (balm on different body parts), comparison chart vs competing nerve-pain products, purchase options with quantity selector, FAQ for objection handling near checkout, 30-day satisfaction guarantee banner, and suggested-products upsell. Brand: Tenor Sans headings, Nunito body, muted teal accent. Dedicated D11-New-Balm-prodcut-template branch.

    • Lune Nerve Balm
    • 50% off first purchase
    • Thermographic proof imagery
    • Comparison chart
    • Upsell architecture
    • Tenor Sans + Nunito
    • Dedicated D11 branch

  4. Lune Nerve Matrix product page (luneusa.com)

    Aug 2024 – Jan 2025

    CRO redesign of the Nerve Matrix oral supplement product page. Hero with 4.8-star social proof, 700+ ratings, and 350,000+ users since 2020. Nerve-cell education block showing impaired vs healthy cell side by side. Five-cause framing (diabetic neuropathy, athletes, MS, chronic pain, chemo). Four product-benefit blocks (nerve repair, pain relief, nerve function, inflammation). Ingredient showcase carousel covering Bio-Optimized R-ALA with 40x absorption, Citicoline, Curcumin, N-Acetyl Cysteine, plus vitamins and minerals. Three-phase usage timeline. Comparison table vs standard supplements. Custom nerve-cell.liquid and nerve-healing-ingredients.liquid sections.

    • Lune Nerve Matrix
    • Nerve-cell education
    • Bio-Optimized R-ALA
    • Ingredient carousel
    • Three-phase usage timeline
    • Custom Liquid sections
Project overview

What we built

Hatch is one client relationship covering three Shopify stores under two brand identities. Hatch Therapies (Utah) operates hatchinfrared.com for wearable pain-relief devices (Hatch Belt, Hatch Knee Companion) and hatchdigitalmedia.com for Canva ad-template digital products. Lune (Colorado) operates luneusa.com for nerve-pain supplements and topical creams (Nerve Balm, Nerve Matrix, Joint Balm).

Across the engagement, Muscled delivered three independent custom Shopify themes and four flagship CRO product pages: the Hatch Knee Companion device PDP, the Hatch Digital 100-template bundle landing page, the Lune Nerve Balm topical-cream PDP, and the Lune Nerve Matrix supplement PDP. Design iteration cycles spanned D4 through D12 across the three repos with parallel Loom feedback rounds.

In their own words

(Testimonial TBD. Vault contact_name is open; relationship is currently dormant since the last commit on Lune-feedbacks in January 2025.)

Hatch is a single client relationship covering three Shopify storefronts under two brand identities. Hatch Therapies (American Fork, Utah) operates the hatchinfrared.com device store selling the Hatch Belt and Hatch Knee Companion wearable pain-relief devices, and the hatchdigitalmedia.com store selling Canva ad-template bundles to ecommerce operators. Lune (Loveland, Colorado) is the nerve-pain natural-health brand on luneusa.com, selling Nerve Balm, Nerve Matrix, Joint Balm, Thera-7 Socks, and Nightly Turmeric Sleep Gummies direct to consumer.

Hatch teamFounder / operator
The challenge

What was holding them back?

Three stores. Three audiences. Three completely different proof frameworks. The device buyer needs clinical evidence and risk reversal on one scroll. The supplement buyer needs the science taught as a story with ingredient mechanism cards and a three-phase usage timeline. The digital-product buyer wants CTR / ROAS / CAC deltas, a side-by-side comparison against traditional ad design, and a clean bundle CTA. None of that work could be shared between stores.

  1. 01

    One operator running three stores with three different audiences

    The client operates three Shopify storefronts under two brand identities: a wearable pain-relief device line (hatchinfrared.com), a digital-product Canva ad-template store targeting ecommerce operators (hatchdigitalmedia.com), and a nerve-pain supplement brand (luneusa.com). Each store speaks to a completely different buyer with a different proof framework. The design systems, typography, color palettes, and CRO architectures could not be shared.

  2. 02

    Pain-relief device buyers carry deep skepticism that has to be answered on-page

    Wearable pain-relief devices sit in one of the highest-intent and highest-CAC consumer niches. Buyers are skeptical of clinical claims, comparison-shop aggressively, and need the science, social proof, and risk reversal answered before they will add to cart. The product page has to do the entire selling job — three-therapy mechanism breakdown, clinical-study citations, real user counts, video testimonials, comparison tables, and a money-back guarantee — all on one scroll.

  3. 03

    Supplement and topical-cream buyers need the science framed as a story, not a spec sheet

    Lune sells neuropathy products direct-to-consumer with no retail distribution. The Nerve Balm and Nerve Matrix product pages have to teach the buyer what nerve damage actually is, why the ingredients work, and what to expect on a usage timeline. A standard PDP layout with images, title, price, and bullets does not do that work. The page has to be a structured educational funnel with ingredient mechanism cards, impaired-vs-healthy-cell visuals, and a three-phase timeline.

  4. 04

    Selling a digital product on Shopify requires a different conversion playbook

    Hatch Digital sells 100 and 200-pack Canva ad-template bundles, not physical inventory. The buyer is a working ecommerce operator who wants to know exactly what they get, how much time it saves, and what the ROI looks like. The product page has to lean on performance claims (CTR / ROAS / CAC deltas), a direct comparison against the alternative (traditional ad design from scratch), urgency, and a clean bundle CTA — not the lifestyle photography or brand storytelling typical of physical-DTC.

Before / After

Before and after

Before

After

Funnel collapse: we removed a full page from the path to purchase.

Solutions

What we built to fix it

Each fix maps to a specific lift in the funnel.

  • Three differentiated design systems, one delivery team

    Built three independent custom Shopify themes — Hatch (Poppins, #FCA600 orange plus black, bold clinical proof style), Hatch Digital (Jost, #BF8C4C gold-brown, clean direct-response style), and Lune (Tenor Sans plus Nunito, muted teal accent, clinical-editorial style). Each store carries its own typography, palette, custom Liquid sections, and page templates. One operator, three stores, three buyer personas, three design languages — all delivered in parallel through structured D4-through-D12 iteration cycles with Loom feedback rounds.

  • Pain-relief PDP architecture built around clinical proof and three-therapy framing

    The Hatch Knee Companion product page is structured as a complete on-page selling funnel: urgency header, hero with the $149 first-time offer, three-therapy mechanism breakdown (vibration, heat, near-infrared red light), clinical proof blocks citing 45% VAS reduction and 35% WOMAC improvement, cellular regeneration up to 200%, infrared penetration 2-7 cm into tissue, custom temperature/heat animated section, video-testimonial slider and YT video sections, picture testimonials, percent social-proof stat bars, comparison table with text, 350,000+ user count, FAQ, and a risk-free guarantee block. Custom Liquid sections including hatch-knee-temperature, D4-Comparison-with-text, D4-10k-banner, Review-video-slider, Video_testimonial, Product-Bundle, and Product-Features-custom.

  • Supplement PDPs that teach the science before they ask for the sale

    Built dedicated educational architecture for the Lune Nerve Balm and Nerve Matrix product pages. Custom nerve-cell.liquid section shows impaired vs healthy nerve cell side by side with a left/right text plus center image carousel. Custom nerve-healing-ingredients.liquid carousel presents each ingredient — Bio-Optimized R-ALA at 40x absorption, Citicoline, Curcumin, N-Acetyl Cysteine, plus the vitamin and mineral stack — with a mechanism-of-action overlay. Three-phase usage timeline (initial relief, progressive improvement, long-term support), thermographic proof imagery for the topical cream, comparison chart versus standard supplements, and a 30-day satisfaction guarantee. Buyer leaves the page educated, not just sold to.

  • Digital-product Shopify theme built as a direct-response conversion page

    The Hatch Digital store treats the 100-template bundle as a direct-response offer rather than a physical product. Custom digital-info-box section with a 'Canva templates vs traditional ad design' comparison table, performance claim blocks (up to 81% higher CTR, up to 68% higher ROAS, up to 26% lower CAC), canva-template-d9 product showcase section with benefit bullets, ss-comparison-table-5 section, image-template-d8 and image-with-text variants, custom-review-d8 section with platform logos, countdown timer for sale urgency, testimonial slider, help drawer for FAQ overlay, mobile dock navigation, newsletter popup plus banner, and a clean bundle CTA at $119.95. Page template page.htach-digital.json carries the entire landing-page funnel.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify (three independent stores)
    Platform
  • Liquid + custom sections
    Templating
  • Figma (D4–D12 iteration cycles)
    Design system
  • Per-brand typography (Poppins / Jost / Tenor Sans + Nunito)
    Brand systems
  • Judge.me carousel integration
    Reviews
  • Per-product page templates (landing-page + product variants)
    Templates
  • CRO product-page architecture (clinical proof, comparison, upsell)
    Methodology
How we engineer performance

Speed is a revenue lever, not a vanity score

Every Muscled build is engineered to the same standard. The numbers below are the published industry benchmarks we design against, not stand-ins for any one client's figures.

conversions per 0.1s of load-time improvement on ecommerce sites.

+8.4%

SRC: DELOITTE / GOOGLE

conversion rate for stores loading under 2s, vs the ~1.4% Shopify average.

2.4%

SRC: SHOPIFY PERFORMANCE DATA

conversion lift per 1s of mobile load-time gained, where 90% of traffic lives.

+10-20%

SRC: SHOPIFY MOBILE BENCHMARKS

// OUR PERFORMANCE GATE we don't ship unless field Core Web Vitals hold: LCP ≤ 2.5s · INP ≤ 200ms · CLS < 0.1 (p75, mobile)

Capability surface

The techniques behind a build like this

Pain-relief device CRO architecture

  • Three-therapy mechanism
  • Clinical proof blocks
  • 350,000+ user social proof
  • Vibration massage
  • Heat compression
  • Near-infrared red-light
  • 45% VAS reduction
  • 35% WOMAC improvement
  • Cellular regeneration up to 200%
  • Infrared penetration 2-7 cm
  • Video-testimonial slider
  • Picture testimonials
  • Percent stat bars
  • Risk-free guarantee

Supplement / topical PDP storytelling

  • Nerve-cell education
  • Ingredient mechanism carousel
  • Three-phase usage timeline
  • Impaired vs healthy cell visual
  • Bio-Optimized R-ALA 40x absorption
  • Citicoline
  • Curcumin
  • N-Acetyl Cysteine
  • Thermographic proof imagery
  • Comparison chart vs competitors
  • Demonstrative use-case imagery
  • 30-day satisfaction guarantee
  • Upsell / suggested products

Comparison-table direct response

  • Comparison tables on every PDP
  • Urgency / offer banners
  • Bundle CTA framing
  • 50% off first purchase (Lune)
  • $149 first-time offer (Hatch Knee)
  • $119.95 bundle CTA (Hatch Digital)
  • Countdown timers
  • CTR / ROAS / CAC claims
  • Side-by-side mechanism breakdowns
  • Objection-handling FAQ near checkout
  • Brand-credibility publication logos

Multi-brand operator delivery

  • Three stores in parallel
  • Three design systems
  • One operator
  • Per-brand typography stacks
  • Per-brand color palettes
  • Custom Liquid sections per store
  • Custom page templates per product line
  • D4–D12 iteration cycles
  • 100+ commits per repo
  • Loom feedback rounds
  • Judge.me reviews integration
  • Mobile dock navigation
Storefronts

One build. Multiple markets.

Same theme code across markets, with localized pricing, currency, and region-specific content routed automatically.

  • United States

    Hatch — wearable pain-relief devices (American Fork, UT)
    • Hatch Knee Companion
    • Hatch Belt
    • Three-therapy framework
    • Clinical proof blocks
    • 350,000+ users
    • $149 first-time offer
    • Poppins typography
    • Orange / black palette
    • D4 through D11 iterations
    United States screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.

  • United States

    Hatch Digital — Canva ad-template bundles for ecommerce operators
    • Canva ad templates
    • 100 and 200-pack bundles
    • $119.95 bundle CTA
    • CTR / ROAS / CAC performance claims
    • Comparison-table direct response
    • Countdown urgency
    • Jost typography
    • Gold-brown palette
    • D5 through D12 iterations
    United States screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.

  • United States

    Lune — nerve-pain supplements and topical creams (Loveland, CO)
    • Nerve Balm topical cream
    • Nerve Matrix oral supplement
    • Joint Balm
    • Bio-Optimized R-ALA 40x absorption
    • Impaired vs healthy nerve cell education
    • Three-phase usage timeline
    • Thermographic proof imagery
    • Tenor Sans + Nunito typography
    • Muted teal accent
    • D6 through D11 iterations
    United States screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.
Full build · sections

Every section, built mobile-first

The full build is many numbered sections, each designed for the phone first. The rail below shows a sample. Scroll horizontally to step through.

The results

What the work delivered

Each number is reconcilable to the founder's own reporting.

Shopify storefronts delivered under one operator
3

Three distinct Shopify stores delivered for a single multi-brand operator: hatchinfrared.com (wearable pain-relief devices), hatchdigitalmedia.com (Canva ad-template digital products), and luneusa.com (nerve-pain supplements and topical creams). Each store carries a differentiated design system, brand palette, and CRO architecture.

SRC: Vault notes.md, GitHub repos confirmed, 2026-05-21

CRO product pages architected and shipped
4

Four flagship CRO product pages delivered across the three stores: Hatch Knee Companion (hatchinfrared.com), Hatch Digital 100-template bundle (hatchdigitalmedia.com), Nerve Balm topical cream (luneusa.com), and Nerve Matrix oral supplement (luneusa.com). Each page documented in Figma with full section-by-section architecture: urgency banners, clinical proof blocks, comparison tables, ingredient breakdowns, social-proof counts, FAQ, and guarantee blocks.

SRC: Vault projects/1, 2, 3 and Figma case studies, 2026-05-21

Design iteration depth across the engagement
D4–D12

Eight design iteration cycles (D4 through D12) across the three GitHub repos with parallel Loom feedback rounds. Hatch-Knee ran D4 through D11; Hatch-Digital ran D5 through D12 with multiple D7 and D12 feedback rounds; Lune-feedbacks ran D6 through D11 including a dedicated D11-New-Balm product template branch. Roughly 100+ commits per repo.

SRC: Vault projects/1, 2, 3 — GitHub repos, 2026-05-21

Ready to ship yours?

Let's talk about what you want to ship.

Three Shopify stores delivered for one multi-brand operator. Four flagship CRO product pages, three independent design systems, and D4-through-D12 iteration depth across roughly 100+ commits per repo. Relationship is currently dormant since the last commit on the Lune-feedbacks repo in January 2025.

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