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Back to Our Work

How we helped Phinity evolve their distribution model through an intuitive Shopify Plus platform and subscription service.

Taking pool maintenance directly to consumers


  • Strategic planning
  • Product-market fit
  • Co-design workshops
  • UX design & research
  • Contentful development
  • Shopify development
  • User interface design 

The brief.

Phinity is a complete Smart Water Care system that makes chlorine and saltwater pool maintenance simple. Started by the parent company Sigura to test a new Direct to Consumer (D2C) distribution model, Phinity approached Power Shifter  to build an eCommerce system and marketing site that would give the new Phinity D2C brand the best chance for success.

The solution.

We took a human-centric approach to designing an intuitive subscription service and Shopify Plus and Contentful site that makes it easy for customers to get their pool care products delivered right to their door.

A customer-centric subscription service

To determine the optimal product bundles and messaging, we used the website to perform a series of A/B tests. Getting real data from customers enabled our team to iterate, validate, and ensure the website made the new concept of subscribing to pool maintenance products fast and simple.

A robust Contentful  and Shopify Plus web application

We built an interactive and user-friendly eCommerce site that was ready for a critical launch date and was flexible to change based on findings. We used a combination of Contentful for the marketing pages and Shopify Plus with various third-party integrations for the commerce pages.

Collaboration with multiple stakeholders

For this project to succeed, three factors had to work: the supply chain, customer service, and the Shopify Plus application. Power Shifter worked with two other agencies and multiple stakeholders. With a tight deadline of testing the pilot in time for pool season, we validated the messaging and pricing and worked with the supply team to streamline delivery and get the products straight to customers’ doors.

Simple & functional

Design is more than aesthetics. Based on our expertise and thorough user research, we proposed revisions to existing prototypes that made the brand and product design more mobile-friendly, editable, and faster to develop.


Sigura kicked off pool season with the launch of an entirely new business model. The company's CMO and Director of Brand Management was thrilled, saying, "It's impressive how far Phinity has come."

The C-Suite executives involved in the project were delighted with the increase in brand awareness, product knowledge, and the execution of the entire app development. Just one month after Phinity’s launch, stats revealed a higher number of visitors coming to the site to shop versus learn—indicating that many people felt educated and comfortable buying instantly.

Our work together transformed Sigura's business by empowering consumers to take care of their pool with ease and confidence.

Our continuing work with Phinity means that together we can iterate on the site and digital channels using the insights learned from the pilot to improve the brand and brand experience for Phinity customers.

“Thrilled with the work Power Shifter has done under very tight timelines and customizing the solution for our unique needs. Very collaborative and customer-centric design thinking led to a great end product that has been very well received by our customers.”

Achin Kansal
Head of Direct to Consumer
Sigura Water