True Botanicals
Website redesign
Ecommerce Website Redesign
An immersive digital experience that brings together luxury skincare, ingredient transparency, and science-backed results to build customer confidence and drive growth.
Services
UX Research · UX Strategy · UX/UI Design · Ecommerce Optimization · Design System · Conversion Rate Optimization
4% → 6%
A 50% relative increase in conversion following the redesign.
↑ AOV
Customers were encouraged to explore more products through strategic merchandising, bundles, and cross-sells.
↑ Revenue
A more engaging shopping experience and thoughtful offer strategy supported greater customer value.
↓ Bounce Rate
Improved storytelling and clearer browsing pathways encouraged customers to explore more of the brand.
01 — The Challenge
Redefining the digital experience
True Botanicals needed a new digital direction that reflected the quality and positioning of its luxury skincare products while delivering a shopping experience that could outperform industry conversion benchmarks.
The existing website felt limited by a standard Shopify theme, relying on familiar botanical imagery and earth tones without fully communicating what made the brand distinctive.
The opportunity was to create a more immersive experience that brought the brand to life, communicated the science behind its products, and made it easier for customers to discover and shop with confidence.
02 — Research & Insights
Understanding the skincare enthusiast
Through qualitative research, we uncovered what mattered most to True Botanicals' customers.
A significant portion of shoppers identified as skincare enthusiasts, often referred to as "skintellectuals." They were highly informed about the products they used, paying close attention to ingredient quality, clinical research, product effectiveness, and the science behind their skincare routines.
They weren't simply looking for beautiful products. They wanted to understand what they were putting on their skin and feel confident in the choices they made.
These insights became the foundation for a more educational, transparent, and engaging shopping experience.
03 — Visual Direction
Creating a more immersive brand world
Working closely with the Creative Director, we established a new visual direction that elevated the brand beyond its existing digital presence.
Beginning with a stylescape, we developed a more distinctive visual language that balanced the sophistication of luxury skincare with the credibility of science-backed formulations.
The redesigned experience brought together intentional typography, elevated imagery, rich visual storytelling, and more expressive layouts to create a cohesive brand world across the website.
04 — Product Education & Transparency
Bringing the science to the surface
For an audience deeply invested in skincare ingredients and product efficacy, education was essential to building trust.
We reimagined product pages to make ingredient information, clinical studies, and product benefits easier to discover and understand.
Rather than treating education as secondary content, we integrated it into the shopping experience, giving customers the information they needed to evaluate products and feel confident in their decisions.
05 — A More Personalized Experience
Helping customers find their perfect routine
We introduced personalized experiences that helped customers navigate the product assortment and find solutions tailored to their individual needs.
Product quizzes, including a skin quiz and color quiz, created more guided pathways to product discovery while making the shopping experience feel more relevant to each customer.
These experiences helped bridge the gap between browsing a broad skincare collection and finding the right products for an individual routine.
06
The Shopping Experience
Making luxury easier to shop
Across the homepage, navigation, collection pages, product detail pages, and cart, we focused on creating a more intuitive and engaging path to purchase.
Flexible subscription options, thoughtful product recommendations, cross-sells, and bundles helped customers discover more of the assortment while providing additional ways to shop and save.
The experience was designed to serve both loyal customers who already understood the brand and new customers discovering True Botanicals for the first time.
07
A Flexible Design System
Building the foundation for flexibility
The redesign was approached iteratively, working closely with research, creative, project management, and development teams to evolve the experience page by page.
Individual improvements were released and refined along the way before coming together in a larger launch supported by a new design system.
Reusable components and flexible page layouts created a consistent foundation for future campaigns, content, and ongoing optimization.
08
Continuous Optimization
Turning insights into ongoing growth
Following the redesign, we continued to refine the experience through a structured A/B testing program.
Experiments explored how different design and merchandising approaches influenced customer behavior, including:
Navigation layouts and product discovery.
Product listing card designs.
Cross-sell and bundle placement.
Homepage components and browsing pathways.
Subscription selection and cart upsells.
We also developed a high-converting landing page template to support promotional campaigns and product storytelling.
By combining a strategic offer approach with an immersive brand experience, we created opportunities to engage loyal customers more deeply while giving new customers compelling reasons to make their first purchase.