Senior Product Designer, design lead (post-acquisition)
Full DTC ecommerce redesign, homepage through checkout, 100+ SKUs
Figma, Claude, Claude Code, Figma MCP, Mouseflow
Soon to be in engineering handoff
Swolverine is a DTC supplement brand for athletes, acquired by Pillar4. Supplement buyers are research-heavy: decisions turn on what’s in the product, how much, and why it matters, and the old store answered none of that well. Users struggled to navigate 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 a product or complete a purchase. I led a full UX audit and redesign of the entire shopping experience, homepage through checkout plus a revamped subscription flow. The redesign is in engineering handoff now, shipping in stages.
The brand had credibility in the fitness community. The store just couldn’t carry it. Poor hierarchy ran from homepage through product pages, supplement descriptions lacked the detail research-heavy buyers need, and navigation treated a protein powder and a pre-workout as the same kind of decision.
- High-intent users researching supplements for specific training goals
- Trust built on ingredient transparency
- Strong credibility in the fitness community
- Poor hierarchy across homepage, category, and product pages
- Thin ingredient education where decisions actually happen
- Navigation that made a 100+ SKU catalog feel bigger, not smaller
- Weak mobile usability through browsing and checkout
The bet: for supplements, ingredient education isn’t supporting content, it’s the conversion path. A buyer who understands the dose and the why doesn’t need persuading. So instead of a visual refresh, the redesign made product understanding the organizing principle of every surface: navigation organized by training goal, PDPs built around ingredient breakdowns, checkout that keeps subscription vs. one-time honest and clear.
Before designing anything, I ran a full audit across the ecommerce experience to find the structural problems and how they connected. Homepage hierarchy, navigation against real browsing patterns, product page structure, mobile flows through checkout. The audit organized everything that followed into four connected areas: how users land, how they browse, how they evaluate, and how they buy. It’s also where the scoping fights happened. See the tradeoffs.
The homepage gave users no clear path toward the products relevant to their goals. I restructured it around category entry points organized by training goal and benefit-driven messaging for featured supplements.
The catalog spans proteins, pre-workouts, recovery, and more, and the old navigation treated them all the same. I reorganized it so users narrow by goal, category, or product type, with labels that match how athletes think about supplements.
The most important surface to get right. I redesigned the PDP to make ingredient education the center of the page: expanded ingredient breakdowns with benefits and dosing explained, trust indicators, and comparisons users can make without leaving the page.
The redesign is in engineering handoff now, shipping in stages. The specs are built the way I build them for every team: tight enough that engineers aren’t coming back with questions. What exists today: a full audit, a redesigned experience across homepage, navigation, PDPs, cart, and checkout, a revamped subscription flow, and a foundation designed to scale as the catalog grows. Results belong on this page when they’re real, and they’ll be added when the data is in.
The audit surfaced fixes we could have shipped piecemeal in weeks. We chose the connected redesign instead, because the problems compounded across surfaces: better PDPs don’t matter if navigation can’t get you to them. The cost is real and I’d name it in any room: months of design investment before a single conversion improves. The handoff is sequenced so engineering ships in stages rather than waiting for one big cutover.
Even pre-launch, the work changed how the brand operates: the audit gave Swolverine its first shared map of experience problems, the redesign gave it a design foundation that can absorb new products without another overhaul, and the staged handoff gave engineering a sequence instead of a pile. When the numbers come in, they’ll land on top of a structure built to be tested, because it’s joining the same experimentation program as the rest of the portfolio.
- The audit run through my redesign-audit skill: issue-first findings, annotated directly in Figma
- Handoff specs written into Figma with my dev-handoff skill, requirements and dev spec as annotation frames
- PDP and navigation variants iterated with Claude and Figma MCP before anything went to spec
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