Science Meets Sophistication
In the CPG (Consumer Packaged Goods) space, "Liposomal" is often a buzzword. For Elewell, the design needed to act as a credibility engine. I moved away from a traditional "Shop All" grid toward a Benefit-Focused Architecture.
Problem-Solution Framework: Instead of listing technical ingredients, the UI was categorized by outcomes: Focus, Longevity, and Vitality. This reduced cognitive load and helped users find their specific "why."
Visualizing the Invisible: Since liposomal technology happens at the microscopic level, I utilized clean, 3D-rendered assets to visually explain how nutrients bypass the digestive system.
Because Elewell does not use a subscription model, the primary goal was to maximize Average Order Value (AOV) through volume-based incentives.
The Tiered Selection Matrix
We replaced the standard quantity dropdown with an interactive Savings Matrix on the Product Detail Page (PDP).
Price Anchoring : The 3-pack and 6-pack options are visually prioritized with "Best Value" and "Most Popular" badging.
Real-Time Savings : A dynamic calculator updates the "Price Per Bottle" as users toggle tiers, making the $100+ checkout feel like a calculated investment rather than a luxury expense.
By moving to a "Volume-Value" framework and a clinical-premium aesthetic, the redesign was engineered for the following business outcomes:
Average Order Value
Add to Cart Rate
Conversion Rate
Homepoint
Homepoint is a residential maintenance service aiming to simplify home upkeep. The challenge was to move away from fragmented spreadsheets and manual scheduling toward a centralized Client Portal and Admin CRM. We engineered a custom solution using Softr and Airtable that prioritizes technician dispatch efficiency and client transparency.
