VITALURA LABS

Clear Communication of Value, Driving Conversions by 7%

Led the redesign of product pages to improve customer understanding and increase conversions.

Lead Designer

Mobile UI

Desktop UI

Increased overall purchases:

7%

Clear communication of value and benefits:

Value

My Role

As the lead product designer, I owned the end-to-end design cycle on a 5-person cross-functional team.

Responsibilities

Research & Usability

Prototyping & Ideation

Interaction & Visual Design

Design System

Business Goals

Drive higher conversions by strengthening customer understanding of product offerings.

Increase Knowledge

Enhance the clarity, structure, and comprehension of product offerings.

Strengthen Value Props

Align value propositions with customer needs.

Boost Confidence

Provide clearer information to reduce uncertainty in the decision-making process.

Research

Identifying friction points that drive users to leave the product page.

User Interviews

Result: Gaps in product information are undermining customer confidence and creating friction in the purchase decision.

I didn't know a product like creatine was useful for someone like me until you just explained it.

But there are so many supplements out there, it's hard to know which to choose.

Benchmarking

Result: Competitors provide clearer, more accessible product information, setting higher expectations for customer education.

I already have a supplement brand that works for me. I don't see many out there that compare.

Journey Mapping

Result: Customer curiosity isn’t being met with the information they need. Visitors arrive wanting to learn more, but they can’t find sufficient product details.

Problem

Insufficient product information prevents customer curiosity from progressing to purchases.

Gaps in Understanding

Insufficient detail prevents customers from fully grasping product features, benefits, and value.

Breaks in Decision Confidence

Limited information leaves customers uncertain, increasing hesitation and reducing purchase intent.

Barries to Evaluation

Customers cannot compare options or assess fit because essential product specifics are missing.

Process

Building systems for speed and scale

Flexibility

Worked with engineering to identify and address time, tech, and constraints.

Scalability

Designed a flexible system to support new and current wesbite sections

Launch Success

Usability testing, usability QA, and C-suite approval

Solution

Expanded product pages with clearer product details and value propositions to improve customer confidence and drive conversions.

Comprehensive Ingredient Transparency

I expanded each product page with a full ingredient list and access to third-party testing reports. This gave customers the clarity and safety assurances they expect when evaluating supplements.

IMPACT: Increased trust and reduced hesitation by providing transparent, verifiable product information.

Communicated Value Propositions Aligned to Customer Needs

I surfaced clear value propositions that explained benefits and real-life use cases. This connected product features to customer motivations.

IMPACT: Strengthened customer confidence and aligned the product offering with daily lifestyle needs, increasing purchase intent.

Introduced Clear, At-a-Glance Nutrition Facts

I added key nutrition details—such as calories, sugar, vitamins, and BCAAs—so customers can quickly understand nutritional value without hunting for information. This helped position each product within a customer’s dietary goals.

IMPACT: Improved information accessibility, enabling faster evaluation and helping more customers progress toward purchase.

Reflections

Importance of Transparent Product Information

Providing clear, verifiable information isn’t just a UX improvement; it directly builds trust and accelerates purchase decisions.

Value of Aligning Content to Customer Intent

Effective product pages anticipate customer questions and proactively answer them, not just display features.

Need for Digestible, Scannable Information

Structuring information so it’s easy to scan—through sections, visuals, and hierarchy—has a major impact on comprehension and confidence.