Hardcore Carnivore
● SERVICE PROVIDED
UX / UI Design
Shopify Web Design
E-commerce
Hardcore Carnivore
UX / UI Design
Shopify Web Design
E-Commerce
Background
Hardcore Carnivore, founded by live-fire expert and meat enthusiast Jess Pryles, a powerhouse in the barbecue industry. By 2025, the brand had outgrown its legacy Shopify 1.0 store and in desperate need of both a redesign and upgrade.
The site was slow, the visual identity felt dated, and the technical debt was hindering growth. As the Lead Designer and Project Manager, I led a 4-month transformation to migrate the brand to Shopify 2.0, focusing on a "systems-first" approach to design and data.
Challenges
Breaking Industry Stereotypes
The BBQ industry is visually dominated by a "black and red" colour palette. As a female leader in a male-dominated space, Jess needed a digital presence that signaled authority without relying on clichés. The challenge was to create a visual language that felt "Hardcore" and bold, yet sophisticated and clean enough to let the products shine.
The "Educational Gap" & Operational Friction
The brand was suffering from a high volume of customer inquiries and product returns. Customers were unclear on how to use specific rubs or which proteins they paired with. The site wasn't just failing aesthetically—it was failing as an information tool. We needed to transition from a simple shop to an educational resource.
Architecting the Backend (Metafield Strategy)
To solve the information gap, I had to oversee the construction of a complex metafield and filter structure that would allow the client to manage unique cooking instructions, flavor profiles, and "perfect for" pairings across various products.
Strategy & Systems Thinking
Data-Driven UX: The "Perfect For" System
To reduce returns and mental friction, I designed a system of "at-a-glance" icons.
- Product Discovery: Added "Perfect For" icons directly to collection-level product cards.
- The "Season Like a Pro" Module: On the PDP (Product Detail Page), I designed a custom section powered by metafields that changed instructions based on the protein. This turned the page into a utility for the customer, not just a pitch.
- AOV Optimization: I utilized Shopify’s Search and Discover to architect a strategic upsell flow, encouraging customers to explore complementary flavors and increase their total order value.
Content Transformation: Blog to Recipe Engine
I re-engineered the legacy blog into a robust, searchable Recipe Library. I constructed a custom filtering system that allowed users to sort by "Course" or "Product Type." This shift saw an immediate surge in traffic and engagement to the recipe page.
The "Full-Cycle" Advantage
Acting as the bridge between design and development, I managed the QA process to ensure the complex filtering and metafield logic functioned perfectly. By owning the Information Architecture, I ensured that the site was not only beautiful but also a "future-proof" tool that the Hardcore Carnivore team could manage internally without constant developer intervention.
Results
The redesign successfully established Jess Pryles as an authority in the barbecue industry, with Hardcore Carnivore serving as a dual-purpose platform: a high-efficiency e-commerce engine and an educational hub.
- Reduced Support Volume: Significant decrease in "how-to" customer inquiries.
- Increased Engagement: Massive uptick in Recipe Section traffic and dwell time.
- Brand Alignment: A digital flagship that finally matches the professional caliber of the physical products.
Need a website? Let’s connect and find out how we can work together!
Need a website? Let’s connect and find out how we can work together!