Redesigning a wellness commerce experience around trust, discovery and confidence.

Wellversed already had a working e-commerce platform. The interface leaned on older layouts, interaction was limited, and the information hierarchy was weak. Product discovery was less clear than it needed to be, search needed work, and categories needed stronger organisation. Important product information was not surfaced where a decision was actually being made.

Trust mattered more here than it would in most retail categories. People buying supplements want to know what is in the product, who made it, and whether anyone independent has verified any of it. Certificates, trust badges and reviews existed, but they were not visible at the moment they would have changed someone's mind.

So the redesign stopped being a visual modernisation exercise fairly quickly. The goal became making the experience easier to understand, easier to navigate, and easier to trust.

Wellversed sells its own products alongside other brands, across several categories, serving quite different wellness goals. That creates a specific structural problem.

The site had to serve someone who already knew the exact product they wanted, and someone still working out which product was appropriate for them at all. Those two people want opposite things from a homepage. One wants to get out of it as fast as possible. The other wants it to teach them something.

A note on the survey, because it matters for how much weight the findings should carry. Twenty five self-selected participants across mixed communities is exploratory. It is enough to notice a pattern worth designing against. It is not a representative sample, and I have not treated it as one anywhere in this project.

The behavioural data did the heavier lifting on questions of scale. The interviews did the heavier lifting on questions of why.

That reframing is the most useful thing the research produced, because it changed which question the team was answering.

The question stopped being how do we sell more, and became how do we help someone feel confident enough to choose. Those lead to genuinely different interfaces. The first one produces urgency and promotion. The second produces clarity and evidence.

Responsive behaviour was an explicit goal rather than a final pass. Navigation, product cards, filters, typography scale, content hierarchy, touch targets and CTA placement each needed a decision at every breakpoint, and mobile got recomposed rather than shrunk.

SEO was not something applied after the design was finished. Heading hierarchy, semantic sections, content order, category structure and crawlability all influenced how pages were built, because visual hierarchy and semantic hierarchy have to agree. When they disagree, you get a page that looks organised and reads as noise to a crawler.

I am not claiming ranking improvements. I did not run the analysis that would let me claim them, and the structural work and any traffic change would be difficult to separate cleanly.

The hardest part of this project was not deciding what the interface should be. It was getting those decisions to survive being built by an outsourced team, in an existing codebase, with real content of unpredictable length.

A design can be right in Figma and wrong in the browser. Responsive behaviour, content variation, component states, performance, spacing and browser differences all sit between the file and the product. So collaboration became part of designing rather than something that happened afterwards.

Alongside the storefront, I researched an internal inventory-management experience: how SKU information, inventory visibility and internal workflows might be brought into one place.

This stayed research and design exploration. I am not presenting it as a shipped system, because it was not one.

Before Wellversed I thought of the interface as the final layer of a product, the part you apply once the thinking is done. Eight months on a live commerce environment took that apart.

The interface is connected to everything behind it. Business goals, content, users, development capacity, SEO, performance, technical constraints. A beautiful interface that ignores any of those is not finished, it is just attractive. The real work was creating clarity inside a complex system.