Case study · Shopify · Netherlands
Architecting a Seamless Subscription Ecosystem
Ovabalance needed a brand refresh that reflected its evolving values, and a product page that makes a complex subscription choice feel simple. We designed and built a bespoke Shopify theme with a custom subscription engine at its heart.
- Client
- Ovabalance
- Services
- Shopify
- Web Development
- Website Design
- Platform
- Shopify
- Year
- 2025
- Role
- End-to-end design & development
01The challenge
The problem we were hired to solve
Our client needed a brand refresh to better reflect their evolving business values, and a complex PDP design that is more UX-friendly.
Ovabalance is a Dutch women's health brand built around hormonal balance: cycle, fertility and pregnancy, energy, skin and hair. Supplements only work when they're taken every day, so subscription sits at the heart of the offer.
Standard Shopify architectures often struggle with complex, highly customised subscription flows. The challenge was to engineer a custom Product Detail Page (PDP) that could seamlessly handle dynamic price calculations and recurring order mechanics without relying on clunky, off-the-shelf third-party UI widgets that would break the brand's aesthetic.
02Approach
The solution & execution
Akib led the end-to-end design and development of the platform, crafting a bespoke Shopify theme. By leveraging advanced Liquid coding, we built a scalable infrastructure that beautifully balances technical complexity with a highly intuitive user experience.
The work starts with the customer, not the catalogue. Shoppers can begin with "Jouw doel" (your goal), such as hormones and cycle, fertility and pregnancy, or skin and hair, before they ever see a product list.
Subscription was treated as a core product decision, not a plugin. The recurring plans sit inside the PDP under Ovabalance's own OvaRepeat identity, with their savings and terms written in plain Dutch. Every section was built to be modular, so the in-house team can reshape pages, launch products and grow the site without touching code.
- 01
Custom PDP Subscription Engine
Developed a bespoke subscription UI directly on the product pages, allowing users to effortlessly toggle between one-time purchases and recurring orders.
- 02
Dynamic Price Calculation
Engineered a custom script to calculate and display real-time pricing, dynamic discounts, and recurring totals instantly as users adjust their subscription intervals.
- 03
Recurring Order System
Integrated and stabilised the backend subscription architecture to ensure flawless automated billing and order generation.
- 04
Modern, Flexible Theme Architecture
Designed and coded a premium, highly modular UI. The advanced Liquid foundation allows the Ovabalance team to easily modify content, add products, and scale the site without writing a single line of code.
03What we built
Six features behind effortless subscribing
At the centre is a custom PDP subscription engine. Large, tappable cards let shoppers switch between OvaRepeat every three months, OvaRepeat monthly and a one-time order, with the best-value quarterly plan pre-selected. A custom pricing script turns every plan into a like-for-like monthly price, shows the recurring total per delivery and applies the discount as soon as the cadence changes. Behind the scenes, the subscription backend was integrated and stabilised so billing and recurring orders run automatically, all inside a premium, modular theme the Ovabalance team manages from the theme editor.
01/ 06 Subscription
OvaRepeat subscriptions, built into every product page
- The problem
Supplements are bought on repeat, but generic subscription widgets look bolted on and leave shoppers to decode delivery schedules and discounts themselves.
- What we built
A bespoke subscription UI coded straight into the product template. Two OvaRepeat plans (every 3 months at −20%, monthly at −10%) and a one-time purchase appear as large, tappable cards, each showing its saving, pack size, delivery cadence and the "stop or change any time" promise. The best-value quarterly plan is pre-selected.
- Quarterly plan pre-selected, saving badge −20%
- Monthly plan at −10%, one tap away
- One-time purchase kept as a clear fallback
02/ 06 Pricing
Real-time, like-for-like pricing
- The problem
A quarterly plan at €59.88 is hard to compare with a €24.95 single pouch. Shoppers need comparable numbers at the moment they choose.
- What we built
A custom pricing script turns every plan into a per-month price, shows the recurring total per delivery and applies the plan discount the moment shoppers change cadence, with no reload and no mental maths. On HairFormula Complex that reads €19.96 a month (€59.88 per 3 months), €22.46 a month, or €24.95 once.
- Per-month price calculated from the 3-month plan
- Recurring total per delivery shown alongside
- Switching plan updates the selection instantly
03/ 06 Recurring orders
OvaRepeat: a recurring-order programme that runs itself
- The problem
Subscriptions only build loyalty if billing and order generation work flawlessly in the background, and if customers understand why they should sign up.
- What we built
The subscription backend was integrated and stabilised, so automated billing and recurring orders generate reliably on Shopify selling plans. On the storefront the programme tells its own story: cancel any time, up to 20% off repeat orders, choose your own frequency and earn BalancePoints, with a direct "Start nu" route in.
- Subscriber benefits: cancel any time, up to 20% off
- Direct route into the OvaRepeat flow
- A lifestyle story that sells the convenience
04/ 06 Navigation
Goal-first navigation: "Jouw doel"
- The problem
Women arrive with a concern, such as their cycle, fertility, menopause or skin, not a product name. A product-led menu assumes they already know the answer.
- What we built
A "Jouw doel" (your goal) mega menu groups the range by life stage and need, with expandable sub-goals and an editorial photo panel. The "Doe de keuzehulp" quiz button stays pinned in the bar, and a second Producten panel previews bestsellers.
- Shop by life stage and goal, not by product
- Editorial imagery inside the menu panel
- Quiz button pinned in the navigation
05/ 06 Theme
A modular, editor-friendly section library
- The problem
A growing range across many life stages means pages change often, and the team can't wait for a developer every time.
- What we built
A premium, highly modular UI on an advanced Liquid foundation. The "Wat speelt er bij jou?" goal grid is one example: art-directed tiles with sub-collection links and a hover call to action in a mixed 2-up and 3-up grid. It sits alongside bestseller rails, benefit cards and the OvaRepeat story, all built as Shopify sections the team can configure and reorder.
- Goal tiles with sub-collection links
- Hover reveals a "Bekijk producten" button per tile
- Reusable section, set up without code
06/ 06 Mobile
Goal chips and one-tap filters on mobile
- The problem
With 43 products, mobile shoppers need to narrow the range to their own need in one or two taps.
- What we built
On phones, the collection page opens with goal chips (Menstruatie, Overgang, Zwangerschap, Hormoonbalans and more) that fold away behind "Toon meer". A single "Verfijnen" button opens filters for availability, price, goal, ingredient and type.
- Goal chips with custom line icons
- "Toon meer" keeps the first screen calm
- One-tap filters: goal, ingredient, type, price
04
The impact
Designed for Repeat purchase
The result is a visually stunning, conversion-optimised storefront.
By removing friction from the subscription process and delivering a flawless PDP experience, the new architecture directly supports long-term customer retention and business growth for Ovabalance.
On the live site, OvaRepeat runs through the whole journey, from the homepage story to every product card's "from" price and the plan selector on each product page. The team keeps adding products and pages on the same modular foundation without writing a line of code.
- Subscribing feels like the obvious choice
- One clear structure on every product page
- A team that ships pages without code
The build in numbers
-
3
Purchase paths on every product page: every 3 months, monthly or one-time
Source: observed on ovabalance.eu/products/hairformula-complex, 8 Oct 2026
-
Up to 20%
Subscriber saving shown at the moment of choice (−20% quarterly, −10% monthly)
Source: observed on the product page and ovabalance.eu/pages/ovarepeat, 8 Oct 2026
-
43
Products served by the same modular templates
Source: observed on ovabalance.eu/collections/all ("43 producten"), 8 Oct 2026
-
4
Custom technical features delivered: subscription engine, dynamic pricing, recurring order
Source: AvixDigital project record (portfolio)
These figures describe the build and were observed on the live site on the date shown. We only publish client revenue or conversion figures with the client's permission.
05 · Across devices
Built for every screen
06Stack
Services & technology
- Services
-
- Shopify
- Web Development
- Website Design
- Industry
- Health & wellness Netherlands
Technology06
- Shopify (Online Store 2.0) storefront, selling plans and checkout
- Liquid advanced custom theme code and modular sections
- Custom JavaScript plan selector and real-time price calculation
- Juo Subscriptions Shopify selling plans behind OvaRepeat Seen on the live site
- GSAP & ScrollTrigger scroll and text animation Seen on the live site
- Swiper product and content sliders Seen on the live site
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