Challenge

Sunfood Superfoods faced a need for a comprehensive redesign of its e-commerce website following an internal rebranding in 2022. The existing site had outdated content dated visual hierarchy that failed to reflect the premium quality of their products. The excessive use of sidebar navigation and inconsistent product grids created cognitive overload for users, while the lack of storytelling elements made it difficult for the brand to connect emotionally with health-conscious consumers.

Solution

My strategy focused on several key areas:

• Showcasing new brand identity: The fresh visual identity created by Sunfood’s internal team was implemented using a clean, grid system, incorporating new colors, typefaces and imagery that better aligns with the brand’s natural ethos.

• Streamlined UX & navigation: The homepage uses a breathable single-column layout, and a standardized grid system is used throughout the site. Dense sidebar menus were eliminated in favor of a clean top-level navigation and intuitive "Shop by Benefit" filtering system. This reduced friction and guided users naturally toward solutions that matched their health goals.

• Reworked Product Detail Pages: I optimized the PDPs for clarity, ensuring pricing and ratings are instantly visible above the fold. Dense text was replaced with intuitive accordions, while benefit-driven storytelling was paired with strategic trust signals (heath badges) and cross-selling sections to build trust and streamline the path to purchase.

Results

The redesigned e-commerce site was successfully relaunched in 2023. This project not only revitalized Sunfood’s online presence but also reinforced its mission to promote health and wellness through high-quality organic products.