Swolverine
Ecommerce Product & Brand Transformation
Swolverine is a DTC supplement brand focused on performance nutrition for athletes and fitness enthusiasts. The existing ecommerce experience had structural problems: users struggled to navigate a catalog of 100+ SKUs across flavors and product types, ingredient information was thin, and the mobile experience (where most of the traffic comes from) made it hard to evaluate supplements or complete a purchase. I led a full UX audit and redesign across the entire shopping experience, from homepage through checkout, including a revamped subscription flow. The project is currently in engineering handoff.
Strategic Outcomes
Replaced an outdated shopping experience with a modern structure designed around how users actually browse and buy supplements.
Gave users the ingredient detail and product education they need to feel confident about what they’re buying.
Restructured navigation across a catalog of 100+ SKUs so users can move from ‘I need a pre-workout’ to the right product and flavor in fewer steps.
Rebuilt key flows for mobile, where most of the brand’s audience browses and shops.
Simplified the cart and checkout flow, including clearer subscription vs. one-time purchase options.
Redesigned product pages so users can compare ingredients, understand benefits, and evaluate options without leaving the page.
Business Landscape
- High-intent users researching performance supplements for specific training goals
- Trust built through ingredient transparency and product education
- Strong brand credibility within the fitness community
- Purchase decisions heavily influenced by understanding ingredients and use cases
- Poor page hierarchy across homepage, category, and product pages
- Supplement descriptions lacked the detail users needed to evaluate products
- Limited ingredient education on product pages
- Navigation and category organization made product discovery difficult
- Weak mobile usability across browsing and checkout flows
UX Audit & Experience Diagnosis
Before designing anything, I ran a full UX audit across the ecommerce experience to understand where the structural problems were and how they connected to each other.
- Reviewed homepage hierarchy and how it guided (or failed to guide) users toward products
- Evaluated navigation and category organization against actual user browsing patterns
- Identified weaknesses in product page structure that made it harder to evaluate supplements
- Documented mobile usability issues across key shopping and checkout flows
The audit shaped every initiative that followed. Rather than redesigning surface by surface, I organized the work around four areas of the experience that were all connected: how users land, how they browse, how they evaluate, and how they buy.
Experience Improvements
The redesign introduced improvements across the ecommerce experience to simplify product discovery, strengthen product education, and improve usability across devices.
Homepage Structure
Navigation & Product Discovery
Product Detail Experience
The homepage wasn’t doing its job. Users landed and had no clear path toward the products most relevant to their goals. I restructured it around product category entry points and benefit-driven messaging.
- Clearer entry points into product categories based on training goals
- Stronger benefit messaging for featured supplements
Swolverine’s catalog spans proteins, pre-workouts, recovery supplements, and more. The old navigation treated them all the same. I reorganized it so users could narrow by goal, category, or product type.
- Clearer category labels organized around how users think about supplements
- Simplified pathways from browsing to specific product pages
This was the most important surface to get right. Supplement buyers want to know exactly what’s in the product, how much, and why it matters. I redesigned the PDP to make ingredient education a central part of the page rather than an afterthought.
- Expanded ingredient breakdowns with explanations of benefits and dosing
- Stronger trust indicators and clearer product comparisons
Strategic Outcome
The redesign gives Swolverine a modern ecommerce foundation built around how users actually discover, evaluate, and buy supplements. It’s designed to support future product expansion and can scale as the catalog and audience grow. The project is currently in engineering implementation.
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