Shopping by concern, not by category
Love Wellness is an e-commerce site specializing in women's health. I acted as the lead UX designer and partnered with visual design, PM, client, and developers inside weekly sprint cycles to hit a tight two-month design window.
Delivered 48 responsive pages moved from wireframe to client-approved design inside two-week review cycles, keeping a compressed two-month design timeline on track through weekly sprint cycles run in step with development.
CASE STUDY • LOVE WELLNESS
CHALLENGE
A generic theme, listing products with no soul
The website had a generic theme with listed products, but didn't reflect the company's soul. The task was to build a custom Shopify 2.0 theme, scalable for future growth, moving away from a product-centric focus toward a user-centric, mobile-first shopping experience.
Our Strategy:
"A humanized digital guide leading shoppers through a beautifully curated, needs-based experience to a clear and simple path to purchase, supported by education and a community that lets them embrace themselves."
CONTRIBUTIONS
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Led UX on a full Shopify 2.0 redesign, with 48 responsive wireframes, interactive prototypes, and implementation-ready specifications.
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Facilitated a customer journey working session with the client, mapping opportunities across the full funnel.
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Defined proto-personas, Never Purchased, One-Time Purchaser, Active Subscriber, to guide content and feature priority
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Designed a concern-based information architecture, replacing a product-centric grid with a guided, needs-based path to purchase.
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Built an IA flexible enough to absorb a mid-project SKU reduction, from 8 down to 4 categories.
APPROACH
Designing for how people actually shop for their health
We're under the premise that shoppers arrive with a concern to resolve, not a product in mind. So the strategy centered on a concern-shopping experience, with navigation built to help people find what they need, fast.
Discovery, customer journey
Created a comparative analysis and a customer journey working session with the client surfaced touchpoints across five funnel stages. The customer journey became the guiding tool that carried opportunities from wireframes through to development.
An IA built to bend
Introduced a new "Concern page" bringing educational content that helps shoppers decide what's right for them — organizing the header navigation around concerns rather than fixed categories, so it could flex as the product line evolved.
Wireframes to design
The result were 37 responsive wireframes and visual designs moved through weekly sprint cycles, working closely with development to stay within Shopify 2.0 and third-party plugin constraints, ready for launch, with room to keep improving post-launch.
