Following a major brand refresh, the client—a wellness product company—needed a complete redesign of their e-commerce platform. The previous site didn’t align with the new bold visual direction and lacked the usability required for a modern shopping experience. Customers were struggling with product discovery, slow page performance, and a disjointed checkout flow, leading to low conversions and inconsistent brand perception.
The goal was to translate the new brand identity into a high-performing digital storefront that felt premium, bold, and trustworthy—while improving the customer journey from landing to checkout. The redesign needed to not only reflect the visual rebrand but also optimize usability, conversion, and scalability across desktop and mobile.
Approach
I started with a UX audit, customer feedback review, and a deep dive into the brand’s new visual language. Benchmarking wellness e-commerce leaders which helped define experience standards. I restructured the site’s navigation and filtering logic, simplified the user flow, and ensured the new design system reflected the bold typography, color palette, and visual energy of the rebrand.
Design Execution
The new UI featured strong typographic hierarchy, vibrant product imagery, and a more editorial-style layout to support storytelling and trust. I introduced custom modules for bundles, reviews, and product education. Mobile design received special focus, with thumb-friendly navigation, one-page checkout, and fast-loading visuals. Every component was built with scalability in mind using a flexible design system.
The Impact
The launch of the redesigned platform significantly improved engagement metrics across the board. Users spent more time exploring collections, added more items to cart, and completed purchases with less friction. Most importantly, the site now visually reinforces the brand’s bold new direction, giving it a competitive edge in the saturated wellness space.
