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Anatta has been fundamental in helping us evaluate third-party tools and integrations. Even where they may not be involved, they put their hand up to assist in vetting and providing unbiased feedback, this has helped us make some great technology decisions.

Milestones

TESTIMONIALS

What Our Clients Are Saying 

AG1 Outpaces its Tech Stack’s Capabilities

With a growing subscriber base and ambitious expansion plans, AG1 faced a critical challenge: its existing website was struggling to keep up with increasing traffic and complex operations. The business needed a high-performing, scalable solution that could support growth while providing an exceptional user experience.

AG1's fast growth exposed major technical limitations: 

AG1’s Ambitious Migration to Headless PWA

Migrating AG1 to a headless PWA and custom subscription platform would involve:

More Success Stories with Anatta

• Customer experience suffered from increasingly slow load times and broken site features.
• Development cycles extended to months instead of weeks. 
• Infrastructure costs were scaling faster than revenue. 
• AG1’s plans for global expansion would not be possible with its current technology.
  

Seeking a Solutions Integrator with experience in headless implementations and Health & Wellness, AG1 partnered with Anatta to build a pathway forward.

 
After an exhaustive discovery process, Anatta proposed two cutting-edge solutions: migrating AG1 to a headless Progressive Web App (PWA) architecture on Shopify alongside a custom subscription platform. But Anatta’s solutions didn’t come without hurdles.

Complex Data Migration

With the migration gaining momentum, Anatta optimized AG1’s site experience and integrated critical third-party applications to support the brand’s unique subscription model—transforming the end subscription product into an ownership experience complete with upsells, product recommendations, loyalty points, refer-a-friend, and rewards features.

 
Alongside the PWA migration, Anatta engineered AG1’s unique custom subscription solution. This custom platform would go on to accommodate hundreds of thousands of orders each month and support AG1’s fast global expansion.

AG1’s New Direct-to-Consumer (DTC) Subscription Experience

Account Management

Key Features of AG1’s Subscription Experience

- Customizable delivery frequency
- Skip or pause subscription options
- Order history with reorder functionality
- Preference management center

Redesigning AG1 for a Novel, Single Product User Journey

Immediately after the PWA and custom subscription launch, AG1 used the flexibility of working with Anatta to swap out a UI resource for a UX designer. As part of AG1’s rebrand, Anatta redesigned the homepage, created several key landing pages, and ensured the new site was ADA-compliant.

AG1 is well-known for its single green powder SKU. For an aligned user journey, Anatta optimized AG1’s site to create easy paths to educational content and fast, convenient account creation. Anatta’s goal was to carry over AG1’s effortless Account Portal design into each part of AG1’s updated mobile and desktop experiences while maintaining the rebranded AG1 identity.

Conversion rates, average order value, customer satisfaction, and international memberships rose after Anatta’s design and optimization work.

Anatta’s Innovative Ordergroove Implementation

A key challenge of simplifying Trade’s technology was transitioning the brand’s unique "taste profile" subscription system. When customers create a subscription with Trade, they’re given a personalized taste profile following the completion of a quiz.

Then, using an AI-driven recommendation engine, Trade sources coffee from roasteries around the United States that fit the customer’s taste profile and delivers their order. A customer’s taste profile is entirely unique to each user; and both a customer’s taste profile and subscription experience can be further personalized and changed based on feedback and input within their account portal.

On the back-end, Trade’s subscription solution was entirely custom, having been developed from scratch, iterated on, and maintained with the help of internal engineering resources.

In order to streamline Trade’s sophisticated solution, Anatta partnered with Ordergroove to recreate complex functionality within a more standardized framework. But migrating Trade to Ordergroove was no simple process.
Anatta took on both intricate data mapping and the development of custom APIs within the Ordergroove platform to ensure that Trade’s recommendation engine could seamlessly interface with Trade’s new Shopify store.

Ben Smith

COO, AG1

- THE CHALLENGE -

• The transfer of millions of customer records
• Preserving complex subscription data models
• Data migration of historical orders and customer preferences 
• Zero tolerance for data loss or corruption
  

Integration Architecture

• Careful orchestration of multiple third-party systems 
• Subscription logic modernization
• Untangling intricate legacy integrations
• Real-time data synchronization
  

• Resolution of degrading site performance 
• Scalable architecture for international expansion 
• Minimizing technical debt to recapture development velocity
• Reeling in the maintenance costs threatening profitability
  

Performance Optimization

Pulling from prior experience developing headless solutions and custom subscription builds, Anatta began the sprint that would serve as AG1’s launchpad to industry leadership.

Anatta Architects For Global Scale

- THE SOLUTION -

Anatta assembled a team of UI resources and a project manager to spearhead AG1's transition to the headless PWA. Anatta first prioritized AG1's complex data transfer and integration architecture with key systems, like the headless CMS Anatta migrated AG1 to earlier in the quarter.

- Points earning and redemption system
- Referral program integration
- Reward tracking and milestone celebrations
- Special member pricing and early access

Loyalty Integration

Customer Experience

- Personalized product recommendations
- Subscription analytics dashboard
- Self-service management tools
- One-click upsell opportunities

AG1 Sets a New Standard for Subscriptions in the Direct-to-Consumer Industry

The results of Anatta’s headless PWA implementation, custom subscription build, and ongoing UX optimizations were immediate and significant. AG1's new digital presence not only supported their explosive growth but set new standards in the Health & Wellness eCommerce space:

Lightning-Fast Performance:

Site load times plummeted by 400% to under 1 second.

Scalable Growth: 

The new architecture supported AG1's growth from $15M to $150M in annual revenue over six years, with AG1 later going on to achieve a $1.2B valuation.

Enhanced User Engagement:

Time on Site increased by 81%, indicating higher user engagement and improved content delivery.

Improved Conversion Rates:

AG1 saw a 2.8% increase in conversions, directly impacting the bottom line.

International Expansion:

The scalable architecture facilitated AG1's expansion into 47 countries—all utilizing a single domain address.

In the years following the brand’s migration to PWA, AG1 continued to leverage its new digital foundation to drive innovation and growth. The strategic technological upgrade played a pivotal role in AG1's journey to becoming a unicorn in the DTC space, ultimately contributing to its $1.2B valuation and $115M funding round.

I really enjoy working with the Anatta team. Over time, I have found it to be very similar to having an in-house team… Anatta has helped us make some good choices from a tech stack standpoint—like headless CMS or taking a server-driven approach to backend.

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Sushni Tumu

Vice President of Product, AG1