back to impact
turning a strong product brand into a higher-converting digital experience
reworking brand, commerce, and mobile ux to make product discovery easier and purchasing faster.
38%
increase in mobile conversions
industry
consumer wellness
type
dtc e-commerce platform
mandate
brand and commerce experience redesign
the business
a growing consumer wellness brand had built a loyal customer base around the quality of its products.
its digital experience had not kept pace. brand expression varied across channels, mobile shopping carried unnecessary friction, and the commerce platform lacked the structure needed to support stronger conversion and future product launches.
clarient helped bring the brand and buying experience into one clearer digital system.
the growth brief
clarient was brought in to rethink the customer journey from first discovery through checkout.
the engagement covered ux research, brand refinement, e-commerce design, development, conversion optimization, and Shopify implementation. the aim was to make the experience easier to shop while giving the business a more consistent and scalable digital foundation.
our contributions
UX Research and StrategyVisual Identity RefresheCommerce UX and UI DesignShopify DevelopmentConversion Rate OptimizationJourney MappingA/B Testing and AnalyticsScalable Product Templates
the conversion friction
the product had earned customer trust, but the digital experience was making that trust harder to carry through to purchase.
mobile usability created unnecessary drop-off. product discovery took too long. brand expression changed between web, social, and packaging, while limited analytics made it harder to see where customers were losing momentum.
the business needed a more coherent experience that could improve conversion without making the brand feel overly transactional.
the design response
we looked at the journey as one connected experience rather than treating brand, storefront, and checkout as separate problems.
research and analytics helped identify where customers hesitated, where the experience created unnecessary effort, and where stronger consistency could improve confidence.
make mobile buying faster
the storefront was redesigned around the way customers browsed and purchased on smaller screens.
navigation, product pages, and checkout paths were simplified so users could move from discovery to purchase with fewer interruptions.
make the brand feel consistent everywhere
visual identity, packaging, web, and supporting digital touchpoints were brought into one clearer system.
that consistency helped the brand feel more established while giving customers a more familiar experience wherever they encountered it.
build conversion into the platform
analytics, a/b testing, and reusable commerce templates created a better foundation for continuous improvement.
the business could test what worked, refine journeys, and launch new products without rebuilding the experience each time.
make mobile buying faster
the storefront was redesigned around the way customers browsed and purchased on smaller screens.
navigation, product pages, and checkout paths were simplified so users could move from discovery to purchase with fewer interruptions.
make the brand feel consistent everywhere
visual identity, packaging, web, and supporting digital touchpoints were brought into one clearer system.
that consistency helped the brand feel more established while giving customers a more familiar experience wherever they encountered it.
build conversion into the platform
analytics, a/b testing, and reusable commerce templates created a better foundation for continuous improvement.
the business could test what worked, refine journeys, and launch new products without rebuilding the experience each time.
the impact
clarient helped turn a fragmented storefront into a more coherent commerce experience built around how customers discover, evaluate, and buy products.
the redesigned mobile journey reduced unnecessary steps and made product information easier to reach. customers could move through the storefront with less friction, while clearer navigation helped them find relevant products sooner.
brand storytelling was also brought closer to the shopping experience. product pages, visual language, packaging, and checkout felt more connected, strengthening trust without slowing the path to purchase.
behind the storefront, shopify provided a more flexible foundation for future launches. reusable page structures and product templates made it easier to introduce new offerings while keeping the experience consistent.
behind the storefront, shopify provided a more flexible foundation for future launches. reusable page structures and product templates made it easier to introduce new offerings while keeping the experience consistent.
conversion optimization also became part of the operating model. analytics and testing gave the team a clearer view of customer behavior and a practical way to keep improving the journey after launch.
the results were measurable. mobile conversions increased by 38%, while time to purchase improved by 50%. repeat customer rate also increased by 25%, and product discovery became 2.2x faster.
the larger shift was from a storefront that simply displayed products to a digital commerce experience that supported both brand confidence and business growth.