The Good Roll

Good for business, Good for the planet.

The Good Roll is a brand that’s turning toilet paper—yes, toilet paper—into a force for good. Made from 100% recycled European paper and bamboo, their rolls are crafted with purpose. With 50% of profits funding clean, safe toilets in underserved communities, The Good Roll is tackling global issues, roll by roll. Locally, they’re making an impact too, partnering with social enterprises for packaging to create meaningful jobs. 

Ready to expand across Europe, The Good Roll needed an ecommerce platform that could scale with their bold ambitions. That’s where Ask Phill came in, building an ecommerce foundation as agile, scalable, and mission-driven as The Good Roll itself. 

Facing growth challenges

As a brand committed to making the world a better place, The Good Roll faced unique challenges as they scaled up. Their mission-driven approach called for an ecommerce platform that could do more than just handle transactions; it needed to scale with their purpose. Their previous custom-built site wasn’t agile enough, limiting their ability to track customer data, manage orders, and support a fast-growing subscription model. Without proper analytics, they struggled to reach the right audience with targeted email flows or gain insight into repeat customers.

With plans to expand across Europe and a diverse customer base ranging from young eco-conscious shoppers to older supporters of social causes, The Good Roll needed a more flexible, data-driven solution to keep up with both the operational demands and their subscription-based model.

A Shopify platform to empower a global mission

Our goal was to build The Good Roll an ecommerce platform that could support their unique business model—both single purchases and flexible subscriptions—while delivering a seamless experience tailored to a wide-ranging audience. Here’s how we tailored a Shopify Plus solution to meet their needs:

• Seamless subscription management: To support The Good Roll’s focus on recurring subscriptions, we integrated Firmhouse, a leading subscription partner. Firmhouse’s technology allowed us to set up an easy-to-manage subscription model with iDEAL as a payment option, popular in The Good Roll’s home market. With Gadget.dev support, the subscription system is optimized to handle volume and scale as they expand across Europe.
• Data integration and tracking: With Shopify Plus, they now track key metrics like customer retention, purchase behavior, and order histories, allowing them to optimize their email marketing strategy. Using Klaviyo, we set up email flows that nurture customers from first purchase to subscription, increasing engagement and conversions.
• Customer experience tools: With a growing customer base, reliable customer support was essential. We set up Gorgias for customer service, creating a unified experience for addressing customer inquiries and issues, whether they’re related to one-time purchases or subscription adjustments. Additionally, we integrated TrustPilot to capture customer reviews, adding credibility and transparency to the brand’s purpose-driven mission.

Designing with purpose and playfulness

To bring The Good Roll’s vision online, Ask Phill handled both art direction and design. We started by diving into their brand—working with their assets and ideas to capture the ideal blend of mission and playfulness. The art direction we proposed resonated deeply with The Good Roll team, who felt it perfectly reflected their brand.

The main challenge was to translate The Good Roll’s bold, unconventional character into a digital experience that felt fun and approachable while keeping the user journey seamless. Here’s how we made it happen:

• Fluid, organic shapes: To align with The Good Roll’s personality, we avoided traditional square layouts and incorporated flowing, organic shapes. These elements softened the messaging and added a sense of approachability while ensuring every section had a clear purpose.
• Vibrant yet balanced visuals: Bold colors and playful patterns brought the brand’s energy to life. Careful consideration went into ensuring the visuals felt vibrant and eye-catching without overwhelming the user or disrupting functionality.
• Interactive animations: Hover-state animations added an element of fun and interactivity, making the shopping experience more engaging and dynamic
• Collaborative, iterative process: Weekly updates allowed us to stay aligned with The Good Roll team at every stage, incorporating their feedback to ensure the final design felt uniquely them.

The final result is a website that brings The Good Roll’s mission to the forefront, making the shopping experience both intuitive and true to their brand’s purpose.

Results that matter

In the first month post-launch, The Good Roll’s optimized Shopify Plus platform delivered impressive gains across core performance metrics, enhancing the user experience across all devices:

• 114% improvement in Interaction to Next Paint (INP): We significantly boosted responsiveness, so users now experience faster, smoother reactions to clicks, taps, and key presses—keeping the shopping journey seamless.
• 6600% improvement in Cumulative Layout Shift (CLS): CLS tracks unexpected layout shifts during page load. By stabilizing the layout, we enhanced visual stability and created a reliable, seamless experience.
• 61.1% improvement in Largest Contentful Paint (LCP): LCP reflects how quickly the main content loads, giving users faster access to key information and product details.

These metrics highlight the power of a streamlined, user-centered platform, setting The Good Roll up for seamless growth and customer satisfaction that’s aligned with their mission-driven values. Ready to transform your ecommerce? Contact Ask Phill, and let’s build a platform that grows with your brand’s ambitions.