Redefine×Drs. Berne · UX/UI · WordPress · Shopify · Klaviyo · Amazon
One holistic brand, one storefront, one catalog, selling across 3 channels.
Drs. Berne is a holistic eye-care practice with a 40-year following, a catalog of supplements, drops, books and courses, and an audience that buys on the website, in person at events, and on Amazon. We rebuilt the WordPress site, made Shopify the single source of truth for products and orders, integrated Klaviyo for lifecycle email, added event booking, and connected the Amazon storefront, so one brand reads the same everywhere a customer meets it.
Brand & UX redesignWordPress + ShopifyKlaviyo lifecycleEvent bookingAmazon integration
3 channels
▲ web · events · Amazon
Unified commerce
1 catalog
▲ centralized in Shopify
Single source of truth
WP → Shopify
▲ integrated, not replaced
Site + store
Self-serve
▲ from manual booking
Event registration
Industry
Holistic eye care & wellness commerce
Catalog
Supplements, eye drops, books, courses & events
Outcome
3 channels on one catalog
Engagement
Redesign, build, Klaviyo & integration
Platform
WordPress site + Shopify commerce + Klaviyo + Amazon
Model
Fixed scope · full code ownership
Platforms & partners
- WordPress
- Shopify
- Klaviyo
- Amazon Seller
- Event booking
- Responsive build
Summary
Drs. Berne is a holistic, behavioral eye-care practice with a four-decade following that sells supplements, drops, books and courses online, runs in-person and virtual events, and lists products on Amazon. Redefine redesigned the WordPress website around the brand, made Shopify the centralized place to manage products and orders, integrated the two so the site and store behave as one, connected Klaviyo to Shopify for lifecycle email and replenishment flows, added event booking, and connected the Amazon storefront. The result: a single catalog, automated customer communication, and a consistent experience across the website, events, and the marketplace.
ClientDrs. Berne (holistic eye-care practice & wellness brand)
PartnerRedefine (design, build and integration with full code ownership)
SiteRedesigned, responsive WordPress website
CommerceShopify as the central product & order system
MarketingKlaviyo lifecycle flows wired to Shopify events
ChannelsWebsite · event booking · Amazon marketplace
DisciplinesUX/UI, WordPress, Shopify, Klaviyo, integration, migration, QA
Note: the brief documents the scope of work. Performance figures, percentages and testimonials on this page are illustrative samples. Replace them with the team's real data before publishing.
The challenge
Drs. Berne had built a large, loyal audience over forty years, but the digital experience hadn't kept pace with the brand. The existing WordPress website looked dated, was awkward to update, and didn't reflect the calm, considered tone of a holistic practice that people trust with their health.
Behind the scenes, the real cost was operational. Products lived in more than one place, so the same item had to be created, priced and described more than once. Inventory and order information didn't line up between systems, customers saw inconsistent details depending on where they landed, and staff handled every event booking by hand.
The brief wasn't to throw the website away. It was to modernize the site, choose one place to manage commerce, and connect the website, in-person events and Amazon so the brand felt like a single, coherent experience, without breaking the journey customers already knew.
Brand & design
The site looked visually outdated, was hard to maintain, updated slowly, and the look didn't match the practice's reputation.
Duplicated effort
The team managed products across multiple platforms, duplicating catalog work that drifted out of sync.
Inconsistent experience
Customers met different product details and pricing depending on which channel they arrived through.
Manual operations
Staff handled event registrations and channel updates by hand, adding effort and room for error as volume grew.
~20 hrs/wk
Maintaining duplicate catalogs, reconciling channels and booking events manually can consume days of staff time every month. That effort, which a single source of truth gives straight back to the practice.
The approach
Two tracks running together: the brand experience and the commerce engine.
The redesign and the platform work moved in parallel so the look and the plumbing arrived as one connected system, not a pretty site bolted onto a separate store.
Track 01 · Experience & design
A modern, conversion-focused site that feels like the practice.
We researched how visitors move from reading and watching into buying and booking, then designed a calm, credible interface that carries that journey on every screen.
- UX research mapping the path from content to purchase and event sign-up.
- A reusable UI design system with type, color and components for consistent pages.
- Responsive layouts tuned for mobile, where most of the audience reads and shops.
- Clear product, content and event templates the team can update without a developer.
Delivered: UX research, a UI design system, and a responsive WordPress front end.
Track 02 · Platform, commerce & integration
Shopify as the hub, connected to the site, events and Amazon.
We made Shopify the single place to manage products and orders, then wired the website, event booking and the marketplace around it so everything reads from one catalog.
- A custom Shopify store designed to match the website's branding end to end.
- WordPress-Shopify integration so the site and store behave as one experience.
- Event booking customers can complete themselves, replacing manual registration.
- The Amazon storefront connected so the marketplace is part of the same ecosystem.
- Klaviyo integrated with Shopify for browse, cart and post-purchase lifecycle flows.
Delivered: a branded Shopify store, integration, Klaviyo lifecycle program, event booking, and a connected Amazon channel.
Before & after
From a slow WordPress monolith to a real-time headless catalog.
Same dealership, two different operations: a generic theme that hid most of the inventory, versus a fast headless storefront that surfaces live availability.
Before · WordPress
After · Headless (Next.js)
Load time
4.8s → 0.7s (sample)
Inventory online
Partial → full catalog
Platform
WP monolith → headless
Data sync
Manual → real-time
Design & UX
Designing the calm a holistic brand promises.
A wellness audience reads the interface as part of the care. The system uses warm neutrals, generous space and unhurried type that feels credible, not clinical, and carries the same voice from a blog post through to checkout and event sign-up.
drsamberne.com
Drs. Berne.
Whole-body vision care, and the products that support it.
Shop the collectionWhole Eye Health
Supplement · $34
MSM Eye Drops
5% · $26
Vision: Book
Paperback · $20
Booking: events & retreats
Kauai Vision Immersion, 8 days Feb
2 seats
In‑person retreat
Reserve your placeSelf‑serve no phone call needed
Identity system
Drs. Berne.
Holistic · Behavioral · Vision
B
e
•
#120D0DInk
#B5894AClay
#6E8094Sage
#D8C8B6Sand
#EDE6DDLinen
Vision is the doorway.
AaAaAaDisplay · Heading · Body
A reading-first type scale: long-form articles, protocols and product stories stay comfortable on a phone, where most of the audience meets the brand.
Calm, not clinical
Plain language and unhurried pacing, the opposite of a hard-sell storefront, which suits a health-led audience making considered decisions.
Educational first
Content and commerce sit side by side, so a reader can move from learning into buying or booking without changing tone or platform.
Consistent everywhere
The same marks, palette and voice carry from the website to the Shopify store to a marketplace listing, one brand, every touchpoint.
Identity, palette and type shown as an illustrative system. Replace with the live brand assets.
The work
One catalog in Shopify, feeding every place customers buy.
System architecture (illustrative)
WordPressShopifyKlaviyoStorefront integrationEvent bookingAmazon SellerREST / API
Each channel (the website, the event flow and the Amazon storefront) connects in parallel to Shopify, which holds the one catalog and order book and pushes customer events to Klaviyo. Customers get the same products, pricing and checkout no matter where they arrive, and marketing responds to what they actually do.
What we built
- Redesigned WordPress site. A modern, maintainable front end carrying the new design system across content, products and events.
- Branded Shopify store. A custom store designed to match the site, set up as the central place to manage the catalog and orders.
- WordPress-Shopify integration. The site and store wired together so the customer journey flows seamlessly between reading and buying.
- Event booking. Self-serve registration for courses, retreats and sessions, replacing the manual process.
- Amazon store integration. The marketplace connected into the same ecosystem so it isn't a separate island of work.
- Klaviyo + Shopify integration. Native Shopify sync for orders, browse and cart events, powering welcome, replenishment and abandonment flows.
- Performance & SEO foundations. A faster, search-friendly build with clean structure and mobile-first delivery.
Migration & integration
We treated this as a connect-and-consolidate project, not a teardown. We migrated and de-duplicated products scattered across platforms into a single Shopify catalog, then rebuilt the website to read from that catalog so there was one source of truth.
We layered event booking, the Amazon channel and Klaviyo onto the same hub and tested the whole flow across browsers and devices before cutover, so the audience kept the journey they knew, on a faster, more consistent foundation.
Build sequence
01
UX research & design system, signed off before build.
02
Shopify set up as the central catalog & order system.
03
Products migrated and de-duplicated into one catalog.
04
WordPress rebuilt and integrated with Shopify.
05
Event booking + Amazon connected, then cross-device QA.
06
Klaviyo wired to Shopify; lifecycle flows configured and tested.
The ecosystem
Manage it once. Sell it everywhere.
One catalog, fanned out across channels
Website storeEvent bookingAmazon storefrontKlaviyo lifecycleMembership & courses+ ready for more
What is managed
How it flows
Where it appears
Products & descriptions
Shopify → channels mastered once, published out
Website · Amazon
Pricing
Shopify → channels one price set, consistent
Website · Amazon
Inventory
Shopify hub single stock view
All channels
Orders
channels → Shopify one order book
Website · Amazon
Event registrations
self-serve captured on-site
Website
Customer events
Shopify → Klaviyo orders, browse & cart
Lifecycle email
Treat exact sync directions and frequencies as illustrative. Confirm against the live integration before publishing.
Lifecycle marketing
Klaviyo flows that turn Shopify activity into repeat wellness purchases.
With Klaviyo wired directly to Shopify, every browse, cart and order event feeds lifecycle email automatically, so the practice can nurture a health-conscious audience without manual list work.
Flow · Supplement replenishment
Placed order: Whole Eye HealthTrigger · Shopify
Wait 25 days
"Time to restock your routine"
One-click reorder from the Shopify catalog
Conditional split · Reordered? → exit. Else → wait 5 days → gentle reminder with protocol tips.
Because Klaviyo reads live data from Shopify, flows respond to what customers buy, browse and abandon, not a static export. Below: the lifecycle program built for supplements, drops, books and event sign-ups, with contribution placeholders for the team to fill from Klaviyo.
Welcome series +0% (sample)
New subscriber
Introduce the practice, core products and the path from education to purchase.
Browse abandonment +0% (sample)
Viewed product, no purchase
Bring back visitors who read about a supplement or drop but didn't buy.
Cart abandonment +0% (sample)
Added to cart, no checkout
Recover carts with calm, educational copy that matches the brand voice.
Post-purchase +0% (sample)
Order placed
Confirm the order, share usage guidance and suggest complementary products.
Replenishment +0% (sample)
Days since last supplement order
Prompt repeat purchases on consumables before the customer runs out.
Event nurture +0% (sample)
Registered for course or retreat
Pre-event prep, reminders and post-event follow-up to drive the next step.
0%
▲ of revenue from flows
Email contribution (sample)
0
▲ repeat orders/mo
Replenishment driven (sample)
+0%
▲ list growth
Subscriber base (sample)
0%
▲ flow open rate
Engagement (sample)
A few of the emails
Illustrative designs in Drs. Berne's calm wellness system. Swap for the real sends. (Representative.)
Drs. Berne · Your Whole Eye Health is waiting
Drs. Berne · Time to restock your routine
Drs. Berne · Your Kauai Vision Immersion is coming up
Klaviyo is connected via the native Shopify integration. Replace flow metrics and email designs with live Klaviyo data before publishing.
Selling the same products in three different places?
We connect the website, your Shopify store, Klaviyo and the marketplaces so you manage one catalog and one customer journey, not three.
The results
A unified ecosystem, ready to grow.
The brief documents the structural outcome: one catalog, three channels, a modern site, Klaviyo lifecycle flows and self-serve event booking. The figures below frame the kinds of gains this setup produces. Confirm them with real data.
Reading these numbers
The brief documents the scope and unified outcome: the redesigned site, Shopify as the central catalog, Klaviyo lifecycle flows, event booking, and the connected Amazon channel. The percentages and counts in the cards below are reasoned, illustrative estimates; replace them with the practice's real measurements before this page goes live.
3 channels
▲ web · events · Amazon
Unified on one catalog (documented)
1 catalog
from multiple platforms
Single source of truth in Shopify
~50%
▼ catalog admin time
Less duplicate product work
Self-serve
▲ from manual booking
Event registration without staff handling
Live
▲ Klaviyo flows
Shopify-driven lifecycle email (documented)
+38%
▲ mobile usability score
Responsive redesign
Faster
▲ load & SEO foundations
Performance-focused build
Before → after: the experience (illustrative)
Product management
multi-platform → one hub
Brand consistency
varied → unified
Event booking
manual → self-serve
Lifecycle email
manual → automated
Mobile experience
dated → modern
“The site finally feels like us: calm and clear. We manage everything from one place instead of three.”
DB
Sample quote
Drs. Berne: replace with a real, approved quote
Drs. Berne: replace with a real, approved quote
“Listing on Amazon and taking event bookings used to be separate jobs. Now they run off the same catalog, and Klaviyo handles the follow-up we used to do by hand.”
OP
Sample quote
Operations, Drs. Berne: replace with a real quote
Operations, Drs. Berne: replace with a real quote
Start here
Managing one brand across a website, events and a marketplace?
We design the experience and connect the commerce so your team manages a single catalog, Klaviyo nurtures the audience automatically, and customers get one consistent journey wherever they meet you.
No commitment. A short call to map your channels and where the duplicate work is hiding.
★★★★★Rating (sample)Design · build · integrationFull code ownership