Product education
Clear feature explanations help visitors understand how the adjustable guide tooth and 13 locked click sizes work.
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ImageOriginal pre-launch homepage — desktop. Rooted Lab & Co. logo, parent brand of The Perfect Part® Comb.
Product Launch · Ecommerce · Digital Systems
The Perfect Part® Comb
End-to-end digital launch and ecommerce support for The Perfect Part® Comb, developed by Rooted Lab & Co. From the original pre-launch website and a 500+ person waitlist to a live Shopify storefront and 300 tracked orders, I helped build the website, e-commerce systems, customer journey, and launch infrastructure that took the product from development into the hands of hundreds of customers.
- Client
- Rooted Lab & Co.
- Year
- 2026
- Status
- Launched, with ongoing ecommerce and digital support
- Category
- Product Launch · Ecommerce · Digital Systems
- Platform & tools
- Squarespace · Squarespace Commerce · Shopify · TikTok Shop · Easyship · Email marketing tools
pixelsbyraelyn · perfect-part
Overview
About the client
Rooted Lab & Co. is the company behind The Perfect Part® Comb. Its founder, Mo, developed the product after recognizing how difficult and time-consuming it could be to create evenly sized sections consistently. Mo brought a problem-solving mindset shaped by 20 years in Army aviation and taught herself 3D printing to develop the comb. The product went through multiple prototypes, tests, and improvements before becoming ready for manufacturing and launch.
What they needed
The product needed more than a standard online store. Because it introduced a new tool and method, customers needed to quickly understand what the comb does, how the adjustable guide works, who the product is for, why it is different from a traditional rat-tail comb, how to join the waitlist or purchase it, and what to expect after ordering. The brand also needed a system for collecting early interest before inventory became available, and then a path to turn that early demand into real orders once the product launched.
My role
I served as the website designer and developer, e-commerce strategist, digital systems builder, launch coordinator, and ongoing digital support partner. I helped translate the product's technical details and founder story into a customer-facing website, then built and supported the e-commerce systems, customer journey, email and waitlist systems, and launch operations that took The Perfect Part® from pre-launch into the hands of hundreds of customers.
- ·01Designed and developed the original pre-launch Squarespace website
- ·02Built and supported the product waitlist and email systems
- ·03Set up and supported live e-commerce across Squarespace and Shopify
- ·04Created launch and customer email communications
- ·05Supported Shopify and TikTok Shop operations
- ·06Assisted with shipping, fulfillment, policies, FAQs, and the digital customer journey
- ·07Provided ongoing digital and launch support through the initial launch period
- ·08Developed social media launch content as part of launch support
The challenge
What needed solving
My main challenge was introducing an unfamiliar product without overwhelming visitors, then carrying it all the way through to a successful launch. The website needed to educate customers, build trust in a product that had not yet entered the market, capture early demand, and eventually support pre-orders and live sales. As the product moved from development into launch, the systems had to grow with it, from a waitlist and pre-launch site into a functioning e-commerce operation across Squarespace and Shopify.
The solution
What was designed
I designed a product-led digital experience that moves customers through three stages. First, I helped visitors understand the problem by explaining the difficulty of creating equal sections and why the product was created. Next, I introduced the product by presenting the adjustable guide sizes, locking mechanism, materials, and uses in clear language. Finally, I guided visitors toward the next step, whether that was joining the waitlist, exploring the product, pre-ordering, or purchasing. As the product launched, I supported the transition to live e-commerce, customer communications, and ongoing launch operations.
- ·01Product-first homepage that leads with the comb and its use cases
- ·02Feature explanations covering the adjustable guide tooth and 13 locked click sizes
- ·03Founder story that grounds the invention in Mo's real experience
- ·04Waitlist landing page paired with an automated welcome email
- ·05Live e-commerce across the original Squarespace storefront and Shopify
- ·06FAQ, shipping, return, and cancellation policies written in plain language
Services provided
How I contributed
I handled strategy, design, copy, and configuration across the full launch experience, from the early-access page to the live storefront.
- Brand and product positioning
- Website strategy and development
- Ecommerce setup
- Product page development
- Product copywriting
- Founder story development
- Waitlist system
- Email signup and welcome flow
- Customer FAQ and policies
- Shipping and fulfillment planning
- Shopify and TikTok Shop support
- Launch operations
- Ongoing digital support
Project scope
What was included
- ·01Early-access landing page
- ·02Homepage
- ·03Shop page
- ·04Product page
- ·05About page
- ·06FAQ page
- ·07Email signup experience
- ·08Order policies
- ·09Shipping information
- ·10Mobile optimization
- ·11Pre-order and purchase flow
Process
Design and development process
I worked in stages that matched where the product was in its development, so the site could grow with it from waitlist to live storefront.
- ·01
Discovery
I met with the client to understand the invention, intended customer, product-development story, launch timeline, and business goals.
- ·02
Strategy
I planned the website around the questions a customer would naturally have when meeting a new product for the first time.
- ·03
Content and design
I developed the page hierarchy, product explanations, founder story, policies, calls to action, and visual layouts.
- ·04
E-commerce setup
I configured the product experience, payment processing, order information, and shipping workflow.
- ·05
Testing and launch
I reviewed the site across screen sizes, tested the customer journey, and supported the shift from waitlist to pre-orders and sales.
Gallery
Selected screens
A closer look at the website I designed for The Perfect Part® Comb.
Screens shown are from the original pre-launch website version designed by Pixels by Raelyn. The brand's current live website was created separately.
pixelsbyraelyn · perfect-part
pixelsbyraelyn · perfect-part
pixelsbyraelyn · perfect-part
pixelsbyraelyn · perfect-part
pixelsbyraelyn · perfect-part
Key features
Deliverables and highlights
Waitlist funnel
An early-access page collected prospective customer information before the product became available.
E-commerce experience
The site supports product discovery, ordering, payment, and clear shipping information.
Founder storytelling
The About content connects the invention to Mo's experience, persistence, and hands-on development process.
Customer support content
FAQs and policies answer the questions customers ask before and after purchase.
Measurable results
What happened after launch
$9.1K+Tracked salesTracked across Shopify and the original Squarespace storefront during the initial launch period.
300Orders across both storefronts
500+Pre-launch waitlist sign-ups
Supporting launch metrics
275Shopify orders during the initial launch reporting period
$7.1K+Gross Shopify product sales
85Shopify orders during Invest Fest weekend alone
Within approximately the first month of launch, The Perfect Part® moved from a 500+ person pre-launch waitlist to 300 tracked customer orders across its original Squarespace storefront and Shopify. The launch generated more than $9.1K in tracked sales, while major visibility moments such as Invest Fest demonstrated the product's ability to convert exposure into real purchasing activity.
The final result.
What began as a digital foundation for an unreleased product evolved into the launch infrastructure for a growing consumer brand. The website, waitlist strategy, product education, e-commerce systems, customer communications, and ongoing launch support helped Rooted Lab & Co. move The Perfect Part® from product development into the hands of hundreds of customers.
Within the initial launch period, the brand generated 500+ waitlist sign-ups, 300 tracked orders, and more than $9.1K in sales across its original Squarespace storefront and Shopify.
The project demonstrates how thoughtful web design becomes significantly more valuable when it is connected to the systems, messaging, operations, and customer journey required to actually launch and grow a business.
Skills demonstrated
What this project shows I can do
- Website design and development
- E-commerce operations
- Digital systems
- Product launch strategy
- Customer journey development
- Email and waitlist systems
- Shopify and TikTok Shop support
- Shipping and fulfillment systems
- Launch operations
- Ongoing digital support
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