Case Study
Greenridge Naturals
A ground-up rebrand and e-commerce overhaul — 420% sales growth and 230% traffic growth in twelve months.
- Client
- Greenridge Naturals — a DTC wellness brand scaling fast on an outdated identity
- Role
- Director of E-Commerce & User Experience
- Timeline
- Dec 2022 – Dec 2023
- Team
- Solo designer leading a cross-functional team (Dev, Operations, Marketing)
The Challenge
No design system, a 9-step checkout with 78% mobile abandonment, zero SEO metadata or conversion tracking, and shipping misconfiguration bleeding $4–8 of margin on every order.
As sole design and digital lead reporting directly to the CEO, I owned brand, UX, front-end, platform migration, SEO, and marketing in a 12-month ground-up rebuild.
What I Did
01 Brand & Design System
A legacy identity applied inconsistently across packaging, web, and social — undermining credibility at every touchpoint.
A rebuilt brand on a clean typographic foundation, systematized in Figma: brand tokens, product cards, collection grids, banners, and subscription UI — all responsive, all documented.
02 Site Architecture
Product discovery was a flat category list — no filtering, no search logic, no merchandising.
Catalog reorganized around three consumer need states — Daily Wellness, Targeted Support, Bundles & Value — with faceted filtering and best-sellers surfaced at the top level.
03 Checkout & Conversion
Nine checkout steps, no guest option — 78% mobile cart abandonment.
Checkout compressed to 4 steps with guest-first default. In testing, every participant completed purchase in under 3 minutes versus 8+ on the legacy flow.
04 Platform & Growth Engine
No structured SEO, no conversion tracking, and misconfigured shipping costing $4–8 per order.
Headless Shopify migration with Klaviyo, GA4 + GTM, ShipBob (corrected zone logic), and Yotpo — every integration mapped to a specific conversion or retention objective.
How It Was Validated
- Moderated usability testing on the redesigned checkout (n=6)
- Tree testing of new navigation — 94% found products within 2 clicks
- Technical SEO audit; schema markup on 100% of product pages
- Cross-device QA across 12 device/browser combinations
After Launch
- GA4 + GTM event tracking across the full funnel
- Klaviyo automations: abandoned cart, post-purchase, win-back, welcome
- Monthly SEO content calendar targeting high-intent keywords
- Quarterly Hotjar heatmap and session-recording reviews
The Outcome
Brand, funnel, backend, and acquisition rebuilt simultaneously — compounding returns no isolated fix could produce.