Willow / Barrel — CPG Commerce Agency

A New Customer Journey for the First Wireless, Hands-Free Breast Pump

An industry innovator, Willow created the first wireless, hands-free wearable breast pump in 2018, making it discreet and convenient for nursing mothers to pump on the go. Barrel partnered with Willow on a Shopify migration, comprehensive website audit, and full redesign to elevate e-commerce performance.

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Apps & integrations on this project.

Opportunity

Willow needed a refreshed ecommerce experience that clearly communicated the innovation and convenience of its product while supporting both new customer education and returning shopper needs. The brand also required a scalable Shopify platform that could streamline discovery, highlight product features and accessories, and improve conversion performance across the customer journey.

We began our engagement with Willow by conducting a 360° website audit focused on improving the customer experience and driving revenue by clearly educating new users on the pump and streamlining the path to purchase.

We streamlined the site architecture and reimagined Willow's top converting pages to improve the user experience and ease of purchasing.

Willow’s new website brings their updated branding to life, spotlighting the innovation and wearability of the Willow Pump for new users, while streamlining accessory discovery for returning customers.

To establish authority in the wireless pump space, we created a cohesive system of branded graphics that spotlight the innovative technology behind the Willow Pump and its companion app.

We integrated user-generated content throughout the site to showcase real moms using the pump, reinforcing brand credibility and deepening community engagement.

We reimagined Willow’s blog, The Feed, to boost SEO, improve discoverability through intuitive filtering, enable shoppable content, and highlight the experts behind their award-winning products.

To drive conversion and increase AOV, we implemented personalized upsells and cross-sells in the cart, along with quick pay options and Affirm messaging to streamline checkout and offer flexible payment.

Impact & Results

The redesigned site gives Willow a flexible digital presence that reflects the product’s unique value and supports ongoing growth. By improving navigation, product storytelling, and conversion pathways, the experience strengthens customer confidence, boosts average order value, and positions Willow to better engage its community of moms and caregivers.