Rothy’s was born from a radical idea: disrupt the women’s shoe industry by selling stylish, comfortable flats—created from recycled water bottles
In 2015, as Rothy’s was preparing to launch for the first time, the team met with Anatta founder, Nirav Sheth. Rothy’s was not large enough to enter a contract with Anatta. But Anatta offered some basic services to help their team along, including building their first website.
At the end of 2015, Anatta set up Rothy’s on Shopify, including creating 4-5 initial pages. As the team entered the new year, Anatta added new apps for Rothy’s tool suite to cover returns, logistics, customer helpdesk, and SEO.
Month after month, Rothy’s kept selling out of their shoes. Orders doubled over every previous quarter. Anatta expanded Rothy's website and integrated it with tracking tools, analytics, and dashboards. This provided Rothy’s a clear picture of every channel and key metric in their business.
Anatta spent the second half of 2016 expanding and improving the user experience of the website. Rothy’s scaled their Anatta engagement by adding a UX resource to their team. Anatta created and launched the blog, several landing pages, and added new channels like Rothy’s referral program. At the end of the year, Anatta provided a new homepage design, and assisted with holiday promotions.
In the first half of 2017, Rothy’s scaled again, adding a new UI resource and app developer to their team. With the additional resources, Anatta performed a full redesign of Rothy’s website. This included adding important new pages, such as a Features and Shop Instagram pages, and integrations with Apple Pay.
Anatta also set up Rothy’s backoff during this time. They added an Inventory Management System, a Shop Instagram page, and added Apple Pay, among other new integrations and features.
By Q3, Anatta doubled down on UX optimizations, using Baymard and Norman Nelson Group’s research as the UX standard. Anatta also upgraded Rothy’s CRM and refreshed several important web pages.
Anatta also added a new important feature: Send a gift, which allowed customers to send Rothy’s shoes as gifts. Anatta also provided a proof of concept for Rothy’s to take their website headless. They were ready to take the website to the next level in the new year.
Rothy’s orders continued to double quarter over quarter. By the end of 2017, Anatta created a formal CRO practice, incorporating design, testing, and reporting.
The first half of 2018, Rothy’s scaled their team again, tapping additional Anatta resources. Rothy’s Anatta team now included 3 UX resources, 4 UI resources, 2 app developers, 1 project manager, and a QA.
Anatta focused on two multi-phase projects: migrating Rothy’s to a progressive web app (headless architecture) and SAP. The new PWA launched in Q2, resulting in faster site load times, with SAP finalized by Q4 2018.
The Rothy’s - Anatta team scaled again. The new additions included a retention CMO, 2 ops resources, and 2 accounting procurement resources.
Anatta performed a site refresh from Q3 through Q4, as well as defined Rothy’s user personas and empathy maps. Anatta performed quantitative testing and helped Rothy’s achieve ADA and GDPR compliance.
Following the SAP launch in Q4 2018, Anatta and Rothy’s kicked off 2019 with several key integrations. They focused on architecture optimization, set up both Optimizely and Happy Returns, and email notifications for backend applications.
Anatta helped Rothy’s expand their offerings to new international markets. Anatta helped them launch a new international store in Canada. In addition, Anatta added customer care features, including a Customer Feed Management tool through Shopify API.
The international expansions continued into the next quarter. Anatta helped Rothy’s launch in Australia, Ireland, New Zealand, and the United Kingdom in Q3 2019. Anatta spearheaded another site rebrand.
From the end of 2019 into 2020, Anatta helped Rothy’s achieve ADA compliance for web accessibility and launched new products and their subsequent landing pages. Anatta helped spearhead a test launch for Rothy’s bags, which was successful.
By Q2, Anatta helped Rothy’s with several key launches. This included a discount program for medical professionals (in light of COVID-19) and a new product line of masks. Anatta also added a Shopify catalog with inventory information to the Rothy’s site.
Through the end of 2020, Anatta assisted with weekly and bi-weekly launches. They also implemented OneTrust for privacy compliance.
During Rothy’s massive $0 to $140 million growth in four years, Anatta assisted with many launches, site improvements, and migrations. Despite exponentially fast-growing traffic, Anatta helped Rothy’s achieve a 99.9% Shopify uptime and a 99.99% uptime with PWA.