Key Features Implemented: We transformed KER’s clunky online store into a sleek, user-friendly Shopify storefront. Starting with a well-supported Shopify theme, I customized the design to match KER’s branding and optimized it for easy navigation and trust. Major improvements included: 

• Clean, Intuitive UI: The new homepage features clear product categories (“Feeds”, “Supplements”, etc.) with descriptive images, making it immediately obvious where to find products. A prominent search bar with auto-suggest helps users jump directly to what they need. The overall aesthetic was updated to feel modern and credible – using high-quality photos of horses, a consistent color scheme, and clean typography – reinforcing KER’s professional image and heritage. 

• Mobile-First Responsiveness: The site was designed mobile-first and is fully responsive. On phones, menus collapse into a simple hamburger menu, product grids become single-column scrollable lists, and buttons are large for easy tapping. We optimized load times for mobile by compressing images and minimizing scripts; as a result, even on a 3G connection the pages load quickly (resolving the previous bounce-rate issue on mobile). A fixed cart icon on mobile provides one-tap access to the shopping cart at any time. The shopping experience is now just as effective on a smartphone in a barn as it is on a desktop in the office. 

• Enhanced Product Pages: Every product page was redesigned as a one-stop information hub. We added multiple product images (with zoom capability), succinct yet informative descriptions highlighting key benefits, and technical details organized in tabs or collapsible sections (e.g., ingredients, feeding instructions, nutritional analysis). We integrated a customer reviews section for social proof, which was completely missing before. If a user was unsure about a product, relevant resources are now cross-linked – for example, a supplement’s page might link to a KER research article about that supplement’s key ingredient, or suggest using the Ration Wizard (“Not sure if this feed is right for your horse? Try our Ration Wizard tool!”). These additions educate customers and build trust, making them more confident to add products to their cart. 

• Streamlined Checkout Process: We replaced the old confusing, multi-page checkout with Shopify’s optimized, minimal-step checkout flow. It guides users through shipping and payment in a clear sequence with a progress indicator. We enabled convenient options like guest checkout (no forced account creation) and multiple payment methods (major credit cards, PayPal, etc.). Security badges and an SSL certificate notice are displayed to reassure users that their data is safe. The result is a frictionless checkout where users encounter far fewer distractions or hurdles. This directly addressed the cart abandonment problem – early data showed significantly more carts converting to orders after the change. 

• Automation & Integration: Behind the scenes, the new store is smarter and more efficient. We connected Shopify to KER’s back-end systems so that online orders flow directly into their accounting and inventory software. This automation (enabled by the OneSaas integration) means inventory levels update in real-time and staff no longer spend hours re-entering web orders manually 1. We also integrated the store with KER’s email marketing platform – customers are tagged by what they purchase, allowing for personalized follow-up campaigns (like supplement refill reminders or newsletters tailored to their interests). For KER’s international audiences, the Shopify setup handles multi-currency pricing and region-specific shipping rules, ensuring, for example, that an Australian customer sees prices in AUD and appropriate shipping options. In short, the replatform not only improved the customer-facing experience but also dramatically streamlined operations, setting KER up for easier scalability and marketing agility. 

Purpose & Concept: The Ration Wizard is an interactive web application that helps horse owners create a customized feeding program for their horse. It was designed to translate KER’s nutrition expertise into a self-service digital experience. Instead of reading whitepapers or calling an expert, users get personalized, science-backed feed recommendations in minutes, for free. This tool serves both as a genuine value-add for KER’s customers and a subtle marketing funnel for KER’s feeds and supplements. By empowering users with knowledge, it fosters trust and often leads them to products that fit their horse’s needs. 

How It Works: The wizard is presented as a friendly multi-step form with five stages: Horse Info → Goals → Current Diet → Recommendations → Results. Users are guided step-by-step, first entering basic information about their horse (age, weight, breed, activity level, etc.), then specifying their nutrition goals (e.g., weight gain, higher performance, general health), and detailing what the horse currently eats (forage type, amount, and any existing feeds or supplements). The wizard’s engine crunches these inputs against KER’s extensive equine nutritional requirements dataset. In the Recommendations step, the user is presented with one or more feed and supplement options that would fill the nutritional gaps identified – for instance, suggesting a high-fat feed if the horse needs more calories, or a specific vitamin supplement if there’s a nutrient deficiency. The user can adjust any inputs and re-calculate or proceed to see details. In the final Results step, the user sees a personalized feeding plan, for example: “Champ should receive 4 lbs of KER PerformancePlus feed and 2 oz of Nano-E® Vitamin E supplement daily.” This summary is accompanied by interactive charts that visualize Champ’s daily nutrient intake, highlighting how the recommended diet meets all requirements. The results page also provides additional guidance, like management tips (“Split the grain concentrate into two meals for better digestion”) or alternative suggestions if certain feeds aren’t available. Importantly, from the results page the user can take action: there’s a call-to-action to “Shop Recommended Feeds”, which adds the recommended KER products to the online store cart (or directs them to a dealer locator for partner-brand feeds). There’s also an option to “Save your horse’s profile,” prompting the user to create a KER account. Saving allows the user to revisit their plan later and enables KER to follow up, effectively turning a once-anonymous web visitor into a known lead. 

User Experience & Design: The wizard’s UI was crafted to be approachable and educational. Each step uses layman’s terms, with any technical jargon explained in plain language. For example, when asking for the horse’s Body Condition Score (BCS), the interface provides a simple graphic and description of what each score means. Helpful defaults and validation are in place – if a user isn’t sure of the horse’s exact weight, the wizard offers an estimated range based on breed and height. A progress bar at the top of the wizard shows users how close they are to completion, encouraging them to finish. The design uses KER’s branding and horse imagery to feel like an integrated part of the KER site. Throughout the process, we struck a balance between not overwhelming the user and gathering enough detail to make solid recommendations. The tone is supportive and informative, akin to having a virtual nutritionist guiding you. We also paid attention to performance; the wizard loads quickly and is fully responsive, so even in a barn on a phone, a user can easily complete it. The end result transforms what could be a daunting task (figuring out a feeding program) into an engaging online experience. 

Integration & Partner Versions: We built the wizard to be adaptable for KER’s business partners as well. Each of KER’s 35+ global feed distributor partners received a co-branded version of the tool, pre-loaded with their specific feed products. For instance, a user accessing the wizard through a partner’s website would see recommendations featuring that partner’s feed lines (formulated with KER’s guidance) instead of KER’s own branded feeds. This strategy greatly expanded the tool’s reach and strengthened KER’s B2B relationships. Technically, it’s the same core engine with configuration tweaks for each partner – a scalable approach that allowed rapid deployment across regions. The wizard lives on the web (no app install needed), and because it is responsive, it works smoothly on mobile devices and tablets as well as desktops. We even included an offline-capability layer (caching inputs) so if someone loses internet mid-way, they won’t have to start over. By the end of this project, KER had not just an enhanced store, but also a powerful interactive tool that embodied its brand promise: scientific expertise made accessible for every horse owner. 

The final piece of KER’s digital transformation involved tying everything together into a cohesive, scalable ecosystem and extending its benefits globally. Key aspects of this included: 

• Unified Back-End Integration for Efficiency: We ensured that all new digital platforms plugged smoothly into KER’s operations. The Shopify store’s integration with accounting/inventory (via OneSaas) and the email marketing system meant there is now a single source of truth for data across online sales channels 1. Orders, customer info, and stock levels stay consistent everywhere, and staff can trust the system to handle routine tasks. This eliminated duplicate data entry and significantly reduced errors (for example, preventing scenarios like selling out-of-stock items, which had been an issue before). Similarly, we set up the Ration Wizard to feed new lead information directly into KER’s CRM, so the sales team could follow up on high-value prospects (like large stable managers using the tool) without any manual import. In essence, the tech solutions were not siloed – they actively supported the workflow of multiple teams (marketing, sales, fulfillment, research) and amplified the productivity gains beyond the UX improvements alone. 

• Consistent Design & Cross-Linking: To maintain a seamless user experience, we aligned the design elements and navigation across the various platforms introduced in the initiative. The new Equinews site was built using the same design language as the e-commerce site (typography, color palette, header/footer structure), so users felt it was all part of one KER online presence. We also implemented cross-linking between platforms: the Equinews articles often feature calls-to-action linking to related products or the Ration Wizard, and conversely the e-commerce site highlights content (“Learn about equine joint health in our Equinews section”) and events, etc. KER’s conference pages were revamped to match this style as well, and to include clear links for attendees to explore KER’s products and resources. This way, no matter where a user begins – reading an article, shopping, or checking an event – they can easily navigate to other parts of KER’s digital ecosystem. The consistent branding and integration reinforce that all these touchpoints are facets of the same KER experience. 

• Global and Partner Rollout: As noted, the Ration Wizard was deployed internationally through partner sites, and the Shopify store was configured to handle global customers. These efforts meant KER’s digital transformation wasn’t limited to the US market but benefitted their worldwide audience. For example, after launch, KER’s Australian division reported improved customer satisfaction using the new tools (thanks to faster local load times and relevant product content), and European partners were enthusiastic about the localized wizard versions they could offer their clients. By designing with global considerations from the start (multi-currency, regional product data, translation-ready interfaces), we avoided one-size-fits-all pitfalls and created a solution that flexibly adapts to different markets. 

• Holistic User Experience: Most importantly, we merged the commerce, content, and engagement aspects into one holistic user journey. The website now naturally routes users between learning and shopping. If someone comes via a research article on Equinews, they can discover related products or the Ration Wizard seamlessly. If they come to buy a product on the store, they see links to learn more (blog posts, nutrition libraries) or to use the wizard for validation. Similarly, conference and event announcements on the site boost traffic to educational content and vice versa. This unified ecosystem leads to higher overall engagement – customers spend more time within KER’s digital environment, increasing the likelihood of loyalty and repeat business. It also consistently reinforces KER’s brand message at every touchpoint: whether you’re browsing knowledge or buying feed, you experience the company’s commitment to advancing equine health and nutrition.