Customized Gifts
B2C/B2B
inGENEius Crafts a Streamlined Ecommerce Experience for Wholesale and Retail Customers
inGENEius is a mother-and-son team that creates souvenirs and gifts that actually live up to the memories they represent. They are committed to providing high-quality, custom-made souvenirs and gifts crafted in their Bristol, RI studio and workshop.
Scope Summary
The Effort
Project Management
FREE
UX/UI Design
40 hrs
Development
100 hrs
CRO
10 hrs
Data
10 hrs
SEO
5 hrs
Total
165 hrs
Service Model
On Call
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We offer three flexible service models: On Call, Project, Monthly. See our pricing page for details.
Engagement Range
$12K – $15K
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This range is provided only as a reference to help estimate similar engagements. Actual costs vary based on project scope, complexity, custom functionality, and client direction.
Theme: Astra Theme
Team Members
Project Manager
UX/UI Designer
Developer
Developer
Data Admin
CRO Expert
SEO/GEO Specialist
Tech Stack
Adobe XD
Elfsight
WordPress
BeaverBuilder
Cart2Cart
The Challenge
As the business grew, the existing WordPress / WooCommerce site had been patched and extended over time, leaving a tangle of half-working plugins, custom code, and unclear flows. Under one roof they needed to serve two very different audiences: wholesale and custom clients who required deep configuration options, and retail buyers who just wanted a simple, fast way to buy ready-made souvenirs.
The result was confusion and friction. Wholesale customers struggled to self-serve, retail buyers had to dig to find the right products, and the underlying WooCommerce setup made it hard to manage locations, pricing, discounts, and orders across multiple channels, including Faire, Etsy, in-person sales, and the direct website.
Project Goals
Build a WordPress / WooCommerce experience that clearly serves both wholesale/custom and retail customers.
Provide wholesale/custom clients with access to 20-30 core customizable products.
Provide retail customers with a simpler view of ~50 stock SKUs.
Consolidate location-specific products.
Ensure proper categorization.
Implement wholesale discounts.
Integrate multiple order sources.
Optimize the site for speed, mobile, and UX.
Improve customer self-service for custom orders.
Rebuild or replace partially functional backend integrations.
Our Approach
We kept inGENEius on WordPress / WooCommerce but rebuilt the experience around how each audience actually shops. The homepage and key landing pages were redesigned in Adobe XD to route visitors immediately into either wholesale/custom or retail tracks using clear CTAs and segmented hero content. Within WooCommerce, we separated core customizable products from stock SKUs, cross-listing best sellers where it made sense, and used variations to consolidate location-specific products while updating images dynamically based on selection.
On the platform side, we implemented wholesale functionality via plugins for customer groups, tiered discounts, and role-based pricing, then centralized order flows from the website, Faire, Etsy, and in-person channels. The team also introduced quantity discounts, a smoother add-to-cart experience, and long-form product pages for custom work. Finally, we audited existing plugins and custom code, replacing or rebuilding what was unstable, and completed site speed, mobile, UX, and SEO enhancements to leave them with a clean, maintainable WordPress / WooCommerce foundation.
Outcome
InGENEius now has a WordPress / WooCommerce store that finally reflects how their business actually operates. Wholesale/custom buyers can configure and reorder with far less friction, while retail shoppers enjoy a simpler, more focused product catalog. With cleaner data, better structure, and a stable plugin stack, the site is easier for the team to manage and better positioned to support future growth in both channels.
Growth Highlights
Clear separation of custom and stock product sections reduced confusion.
Streamlined navigation and product discovery.
Centralized order management across multiple channels.
Enhanced customer self-service for custom orders.
Improved website speed, mobile responsiveness, and overall user experience.
Estimates and Timesheet
Custom Design
Theme Development
Conversion Rate Optimization