Case Study
B2C E-Commerce Redesign & Conversion Optimization
Information architecture, interface design, and Shopify e-commerce implementation for Cannafyl. Comprehensive restructuring of the navigation flow and catalog categorization to transform a cluttered website into a seamless, sales-driven digital store.
Impact: +48% Conversion Rate | Need-Based Guided Navigation | Optimized Catalog Hierarchy | Enhanced Social Proof.
Client
Cannafyl
Service Provided
UX/UI Architecture, E-Commerce Strategy & Shopify Design
The Goal
Redesign Cannafyl's e-commerce experience to resolve product discovery friction. The primary goal was to transition from a confusing catalog to an intuitive sales flow, structuring the store to guide users based on their specific health and wellness needs.
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The Challenge
The original website lacked clear category hierarchy and visual differentiation between product lines. This lack of clarity created navigation friction, making it difficult for users to find the right solution for their specific health needs and directly impacting conversion rates, leaving sales well below the brand's potential.
My Role & UI/UX Solution
As the Lead UI/UX Designer, I led the end-to-end redesign of the Shopify store. My goal was to elevate art direction and visual sophistication to increase perceived brand value while eliminating purchasing flow friction through a conversion-focused architecture grounded in scientific validation.
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The Outcome
• Solution-Oriented Navigation Architecture (UX Strategy & Taxonomy)
Implementation of a main navigation and homepage modules ("Explore Solutions Just for You") that categorize the catalog based on desired benefits (Recovery Solutions, Sleep Enhancers, Stress Relief, Mood Boosters, Pet Wellness, Beauty Enhancements). This eliminates user confusion and accelerates purchasing decisions.
• Catalog Hierarchy & Efficient Filtering (PLP / Collection Pages)
Redesign of collection pages featuring a structured side menu (Categories, Availability, Price, Popular Products), enabling users to quickly filter between Tinctures, Gummies, Topicals, and specialized solutions without losing search context.
• Authority Building & Friction Reduction (Trust & E-E-A-T System)
Inclusion of medical/laboratory accreditation badges (ANAB, NCPA, Desert Valley Testing), direct access to Certificate of Analysis (COA) documents, video demonstration integration, and a dedicated customer review module ("From Our Customers' Hearts") to generate immediate trust in a highly competitive sector.
• Visual Conversion Drivers
Strategic promotional banners ("Get 20% OFF CBD Gummies"), a sticky top bar for free shipping, an interactive loyalty widget (Cannafyl Rewards), and informative blocks highlighting fast US shipping and direct support infrastructure.
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Overview
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