Play KA-CHING! this October and win big! 🕹️
Step away from the holiday grind to play our retro-style arcade game KA-CHING! for a chance to win $1K in design-dev credit from top Shopify agencies, plus a brand new Nintendo Switch 2!
Pattern’s Isaac Newton shares Black Friday tips, UX tweaks, and why his agency sponsored Rebuy’s retro KA‑CHING! BFCM Giveaway.
KA‑CHING! is live. Rebuy’s 80s‑inspired arcade game is bringing retro energy to BFCM 2025 and giving merchants a chance to win real‑world prizes that can transform their Shopify store.
One of those prizes? $1,000 in design and development credit from Pattern, the design‑driven Shopify agency who's worked with the likes of Netflix, Metallica, BlendJet, and Ariana Grande-owned R.E.M. Beauty.
I spoke to co‑founder Isaac Newton about overlooked UX optimizations, why Pattern sponsored the KA‑CHING! Giveaway, and how they’re helping brands upgrade their shopping experience with Rebuy.
Left: The Pattern team. Right: Isaac Newton.
Tell us a little about Pattern. What makes your approach to ecommerce design, development, and strategy stand out?
Newton: Pattern is a digital commerce agency that helps brands unlock their next catalyst moment through experience-driven ecommerce. As a design-driven agency, we specialize in brand identity, UX & UI design and development for ecommerce, strategy and research, and digital product design. From digitally-native direct-to-consumer startups to industry leaders, we strive to create brands, experiences, and digital products that resonate with real people.
Companies like Allbirds, Avaline Wine, Marine Layer, Brooklinen, TileBar, Rothy’s, Paige, Netflix, Framebridge, Benefit Cosmetics, Pendulum Therapeutics, Suja Organic, Shopify, Houseplant, and The RealReal have turned to us to help them stand out through design, drive revenue, build lasting value, and convert buyers into brand believers.
Along the way, our work with these brands has been recognized by The Webby Awards, Glossy, Fast Company, W3 Awards, Business Insider, Forbes, and Adweek.
“A/B test small changes now so you’re not gambling on the big weekend.” - Isaac Newton, Co-founder, Pattern
What trends or challenges are top of mind for your ecommerce clients heading into BFCM 2025?
Newton: As it relates to trends we’re seeing, AI is moving from hype to real utility. Brands are eager to understand how platforms like ChatGPT can meaningfully impact traffic, engagement, and conversion. The opportunity is enormous. The challenge is focus. We’re helping clients cut through the noise, identify the right partners, and unlock AI in ways that actually grow revenue and create better customer experiences.
What made you want to sponsor the KA-CHING! Giveaway?
Newton: We’re big fans of Rebuy. It’s one of the leading personalization solutions for Shopify merchants, and many of our clients, from Seth Rogen’s Houseplant to Celluma and Bobbie, use it successfully. Sponsoring KA-CHING! felt like a natural fit: it’s a smart way to connect with brands looking for strategic guidance as they gear up for the BFCM rush.
“It’s common to showcase links like tops, bottoms, tees, and shorts, but users don’t always shop by category.” - Jenny Ta, Head of User Experience at Pattern (as shared by Isaac Newton)
Got any quick tips for Shopify brands looking to optimize their store before Black Friday hits?
Newton: Yes, here are a few.
Stress-test storefront performance
Black Friday traffic is unforgiving. Run Lighthouse and Core Web Vitals checks now, and fix what’s slowing you down — oversized images, bloated scripts, or third-party apps dragging performance. Every extra second of load time is conversion left on the table.
Optimize conversion paths (before the stampede)
Audit your cart and checkout flows. Reduce distractions. Surface clear shipping and returns info, and test payment methods. If something breaks when 10x traffic arrives, you don’t just lose a sale, you lose trust. A/B test small changes now so you’re not gambling on the big weekend.
Prep your promotional playbook
Don’t scramble day-of. Map your discounting strategy, bundle offers, and upsell placements in advance. Build landing pages and email/SMS triggers now so you can launch with one click instead of duct-taping in the moment.
Most importantly: Stay true to your brand
Don’t get lost in the sea of sameness. BFCM is a chance to showcase what makes your brand different, whether that’s exclusive drops, creative storytelling, or customer experiences that only you can deliver. The best promos scale revenue and deepen brand equity.
Pattern is often described as “experience-driven ecommerce.” What’s one often-overlooked user experience tweak (UX, layout, content, navigation, etc.) you’ve found consistently lifts conversions or performance for DTC Shopify brands?
Newton: Here are a couple of nuggets shared by our head of user experience, Jenny Ta.
Contextual navigation
Instead of only relying on broad product categories, design the navigation and filters around the way people actually shop and the questions they’re trying to answer. For example, for beauty clients that could mean surfacing "shop by concern" links like dryness, oiliness, or acne and not just broad categories like "face, eyes, body" etc.
For apparel, it’s common to showcase links like tops, bottoms, tees, and shorts, but users don’t always shop by category. Many are looking for products to match a specific need or occasion: “workwear,” “weekend casual,” “vacation essentials,” or “night out.” This also applies for filters on product listing pages. Building around these mindsets feels intuitive, helps users quickly narrow down choices, and provides a more guided experience.
Content hierarchy
On conversion-driven pages like PDPs, decision-support modules shouldn’t be buried. Bring answers to the top of the experience. Things such as fit tips (i.e. Is this product true to size? Should customers size up?), product recommendations, shipping/returns, and even a snapshot of reviews should live close to the buy stack. This helps users get reassurance before doubt sets in. Reviews can also be made more accessible with anchors or pull-quotes to reduce the effort it takes to find them. The goal is to answer questions before customers have them.
Pattern has partnered with Rebuy to power personalized shopping experiences for several fast-growing DTC brands. Can you share a specific example of how Pattern used Rebuy’s tools—like Rebuy Smart Cart or post-purchase offers—to help one of your clients boost AOV or conversion?
Newton: Magnetic Me, a rapidly growing leader in baby apparel, renowned for its innovative magnetic-closure clothing line, has successfully launched with Rebuy. The brand is already experiencing strong results by leveraging Rebuy’s personalization and merchandising tools to further enhance its customer experience and drive growth.
Editor's note: Magnetic Me boasts an AOV boost of 9.5% as of the time of this writing, with 73% of additional revenue attributed to Rebuy Smart Search.
Any upcoming projects we can look forward to seeing from Pattern soon?
Newton: We’ve been busy recently launching new sites for Allbirds and Marine Layer, bringing each brand’s voice to life through ecommerce. We’re also partnering with innovators in digital health, spanning health management and women’s health, and collaborating with one of North America’s largest retailers on a major brand refresh.
Bonus Question: What are you watching, reading, and/or listening to lately?
Newton: Lots of time catching tennis matches, The US Open and scouring New York Times recipe videos. Podcasts: Pivot, Smartless, The New York Times Daily, and Acquired. Last Read: I Regret Almost Everything by Keith McNally.
Editor: Big tennis fan here, as well! Hoping to see Fritz in the top 3 here soon.
Newton: Nice! Alcaraz fan here :)
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