Case Study — 2024
01 —
Bloom is a premium supplement brand targeting health-conscious women aged 28–42. Their products — collagen blends, adaptogen powders, daily vitamin systems — are genuinely exceptional. Their website was not.
The original site felt generic: stock photos, cluttered layout, weak copy hierarchy, and a conversion path that buried the CTA three scrolls deep.
The brief: design a landing page that communicates premium quality at first glance, builds trust, and does it with the editorial elegance the brand aspired to.
I led end-to-end — from competitive research and content strategy to final visual system and developer handoff.
"I've tried five supplement brands. I can't tell them apart online. None of them make me feel like I'm buying something special."— Interview participant, 34, Wellness enthusiast
02 —
I conducted 6 user interviews with women in Bloom's target demographic, a heuristic audit of 8 competitor sites, and a content analysis of top wellness brands (Ritual, Moon Juice, Sakara Life).
The answer wasn't price or ingredients — it was trust signals layered with aspiration. Users needed to feel the brand understood them before buying.
Claire represents the high-intent visitor who needs to be convinced, not just informed. She'll read the page — but only if the first impression earns her attention.
Competitive landscape
03 —
Moved away from clinical white. Cream backgrounds feel organic and premium. Gold accents signal quality without screaming luxury.
Cormorant Garamond for headlines creates an immediate sense of intentionality — like a high-end magazine, not a supplement shop.
A single primary CTA — "Start your ritual" — placed at every natural pause point. No competing actions, no confusion.
04 —
After 3 rounds of prototype testing with 12 participants, the redesigned landing page consistently outperformed the original. Users described it as "elevated," "trustworthy," and "different."
Validated through a Maze unmoderated test measuring task completion, scroll depth, and purchase intent on a 1–7 scale.
05 —
The biggest impact came from choosing "ritual" as the positioning anchor. That single word shaped every headline, color, and layout decision.
No single element convinced users — it was the accumulation of signals: typography, palette, testimonials, ingredient transparency, and a clear guarantee.
Every time I added a secondary action, testing showed it diluted focus. The single "Start your ritual" CTA performed dramatically better.