The subscription plan selector with live pricing, recorded on the live store
Ovabalance: Subscriptions That Feel Like the Obvious Choice
Ovabalance is a Dutch women's health brand built around hormonal balance: cycle, fertility and pregnancy, energy, skin and hair. Subscriptions sit at the heart of the offer, and standard widgets would have broken the brand's look.
My role: end-to-end design and development, as lead developer at AvixDigital
Platform: Shopify, custom Liquid theme
Market: Netherlands
Live site: ovabalance.eu
Goal-first navigation on a tablet
The challenge
Supplements only work when they are taken every day, so recurring orders matter.
Prices had to update live for every plan, without off-the-shelf widgets.
The brand needed a refresh that feels calm and trustworthy.
Every new page needed a developer.
At a glance: a custom Liquid theme, 3 purchase paths, -20% quarterly saving, 43 products
What I built
Goal-first navigation: start from hormones and cycle, fertility and pregnancy, or skin and hair.
A custom subscription selector (OvaRepeat) with large cards for every 3 months, monthly or one-time.
A pricing script that shows a like-for-like monthly price and the total per delivery, and applies the discount the moment a plan is picked.
A modular theme in custom Liquid, with sections the in-house team can reuse and edit.
Four answers built into the theme: plan cards, goal menu, OvaRepeat and shop by need
A plan selector that does the maths
Start with a goal, not the catalogue
The build: home, mobile, bestsellers, OvaRepeat and shop by need
The result
3 purchase paths on every product page: every 3 months, monthly or one-time.
A 20% quarterly saving (10% monthly), shown at the moment of choice.
43 products served by the same modular templates.
A team that ships new pages without code.
The outcome: 3 purchase paths, -20% quarterly saving, 43 products on the same templates
Designed for the phone: home, goal menu, product, plans and collection
Bestsellers on a laptop and phone
Selling subscriptions on Shopify? Send me a message and let's make subscribing the easy choice.
0 likes · 4 views · Nov 9, 2026
Bespoke Shopify theme for a Dutch women's health brand, with a custom subscription plan selector, live monthly pricing and modular sections the team edits.
