Launched
DTC Shopify website redesign
Increase conversion rate and optimize shopping experience for an edible e-commerce brand
Project Outcome
Increase In Revenue
Increase In Conversion Rate
Increase In Orders
These data are based on Shopify store backend analytics, after 90 days of launch.
I led the end-to-end UX and UI design for the DTC brand called Incredibles’ e-commerce experience, partnering closely with internal teams and client stakeholders from goal-setting through launch to deliver a site aligned with the brand and well received by customers.
Client
Iloveincredibles (sub-brand of Green Thumb Cannabis)
Platform
Shopify
Skills
UI/UX Design
Visual Design
Information Architecture
Client Management
Competitor Research
Interactive prototyping
Team collaboration
My Role
UI/UX Designer
Timeline
Feb 2025-July 2025
Team
Internal Team: Product Manager, Developer, QA Engineer, Product Strategist
Client Team: E-commerce Manager, Creative Director, Graphic Designer, Content Strategist
This image shows the home page dev hand off spec file
The Brand
Iloveincredibles creates chocolate and gummy edibles designed to help customers sleep better, relax, and boost energy. The brand speaks to wellness-focused consumers looking for an approachable, educational entry point into cannabis products.
The Business Problem
Iloveincredibles’ online sales were underperforming, and site traffic was low. The existing digital experience did not reflect the brand’s fun, playful personality, creating a disconnect between the product and the website.
At the time, the brand operated across three separate websites. One for edibles, one for merchandise, and one for educational content. This fragmented setup made shopping harder for users and weakened SEO performance.
The goal was to consolidate everything into one cohesive e-commerce experience focused on selling edibles while preserving important educational content for SEO and trust.
Lost revenue
A fragmented site experience and weak branding were hurting conversion and online sales.
Poor discoverability
Splitting content across multiple sites reduced SEO performance and organic traffic.
Broken user journey
Customers struggled to learn, trust, and purchase products in one seamless flow.
Research
Art Direction Alignment
During early alignment meetings, we worked closely with the client to understand their desired art direction. They wanted to lean further into a fun, playful aesthetic by incorporating wavy elements, bolder color usage, and iconography to make the experience feel more engaging and on-brand.
Competitor Research
To ground these ideas, we reviewed competitor and adjacent brands to identify visual patterns and inspiration that could be adapted to Iloveincredibles’ identity.
Conversion Insight
At the same time, our strategist identified a key conversion challenge: users needed educational content to feel confident purchasing, but oversized and repetitive visual elements made that information harder to scan and increased cognitive load.
Design Principles in Action
I used these insights to guide my design decisions—balancing playful visual expression with clear hierarchy and intentional presentation—so key information could be absorbed quickly without adding effort for the user.
The Final Design
Playful Sectioning to Reinforce Brand Identity
To better reflect the brand’s fun and playful personality, I introduced wavy section dividers throughout the site. These elements helped visually separate content while adding movement and personality, making the experience feel more engaging and on-brand without distracting from key conversion moments.
UGC to Build Trust and Reduce Purchase Hesitation
To address trust and education gaps, I designed a custom UGC component for both the homepage and PDP. This allowed customers to learn about the product through real customer experiences, helping build social proof and credibility. Each video was paired with a product card and quick “Add to Cart” action, reducing friction between inspiration and purchase.
Using Immersive Visuals and Subscription Design to Drive Conversion
Since the PDP is where purchase decisions are made, I focused on making it more engaging and conversion-focused. I improved product visuals to create a more sensory, immersive experience and introduced a Subscribe & Save option to support repeat purchases and long-term retention.
Making Key Product Information Easier to Scan and Absorb
To prevent information overload, I redesigned product details using an accordion pattern, allowing users to explore only the information they care about. Key product benefits were highlighted with bold color blocks to make critical information easy to scan and absorb quickly.
Systemizing PDP Color for Customer Clarity and Scale
I created product-specific color palettes, systemized through numbered design tokens, to improve visual clarity and scanability for customers while enabling consistent, scalable PDP implementation. Clear color hierarchy helps users process information faster, while numbered tokens reduce handoff friction and support efficient collaboration with PMs and developers.
Next Steps & Reflection
Next Steps
Next, I plan to extend the updated branding into the signed-in customer account experience to ensure visual consistency across the entire journey and make it easier for customers to manage their subscriptions. I will also continue supporting the client by designing campaign landing pages and implementing additional conversion optimizations as business needs evolve.
Reflection