| Overview | |
|---|---|
| Company | North American Herb & Spice |
| Focus | Product Discovery, Information Architecture, E-Commerce Strategy, Conversion Optimization |
| Role | Design Director |
Turning Product Discovery Into Growth
North American Herb & Spice had built its reputation on premium ingredients, ethical sourcing, and decades of expertise, but its digital experience made those strengths difficult to understand and shop.
I led product strategy and experience design for a modern commerce platform that reorganized how customers discovered, evaluated, and purchased more than 400 products. By connecting information architecture, content, SEO, CRO, and mobile-first design, I turned product discovery into a measurable growth engine.
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400+ Products Reorganized
Audited and re-architected a fragmented catalog of more than 400 specialized products, simplifying how customers discovered products across ingredients, health needs, and use cases.
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3 Core Discovery Paths
Consolidated a complex product structure into three primary discovery frameworks, helping customers browse by the way they naturally think about wellness rather than internal product taxonomy.
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4 Teams Aligned
Aligned founder, leadership, engineering, and design around a shared commerce strategy connecting customer needs, product discovery, content, and conversion.
Reframing Product Discovery
Customers did not experience the catalog the way the business organized it internally. They arrived with a wellness goal, ingredient, symptom, or question and needed help finding the right solution.
I restructured the commerce experience around those customer mental models, simplifying discovery while creating clearer paths from education to purchase.
| Scope | |
|---|---|
| Partners | Founder, Senior Leadership, Engineering |
| Responsibilities | Product Strategy, Customer Research, Information Architecture, Content Strategy, Mobile Commerce, Design Systems, Conversion Optimization |
| Outcome | Redesigned the end-to-end commerce experience to simplify product discovery, reduce purchase friction, and create a scalable foundation for conversion optimization and sustained online growth. |
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Reorganized Around Intent
Mapped how customers searched for wellness solutions and reorganized the catalog around goals, ingredients, and health concerns rather than internal product groupings.
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40% Less Product-Click Depth
Compressed the information architecture and simplified navigation, reducing average product discovery depth by 40% and helping customers reach relevant products in fewer steps.
Connecting Content With Commerce
Customers weren't simply comparing products. They were researching ingredients, health concerns, and natural wellness solutions.
I integrated education directly into the commerce journey, helping customers understand how products worked, why ingredient quality mattered, and which options aligned with their wellness goals.
The result was a shopping experience that supported both learning and purchase instead of forcing customers to choose between the two.
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Leadership
Cross-Functional Alignment
Stakeholder Management
Product Roadmapping
Executive Communication
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Customer Experience
Cross-Functional Alignment
Stakeholder Management
Product Roadmapping
Executive Communication
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Commerce Optimization
Product Discovery
Shopping Cart Optimization
Checkout Optimization
Cross-Selling
Average Order Value
Designing Around How Customers Decide
Customers rarely began their search knowing exactly which product they needed. They started with a wellness goal, ingredient, or health concern.
I organized discovery around those decision patterns, integrating education throughout the shopping journey so customers could learn, compare, and build confidence before purchasing.
Once customers found the right products, I simplified cart and checkout flows to reduce friction and make purchase feel effortless.
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3 Unified Discovery Frameworks
Consolidated more than 400 SKUs into three primary discovery paths aligned to customer needs, simplifying navigation and reducing cognitive load.
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+20% Product Discovery
Redesigned product details, collection pages, and filtering to increase product discovery by 20%, while contributing to a 35% increase in average order value.
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Results
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+35% Average Order Value
Improved site architecture, product recommendations, bundling, and checkout flows increased average order value by 35%
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3x Basket Size
Contextual recommendations and related-product pathways helped customers discover complementary products, increasing average basket size by 3x.
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$1B+ in Year-Over-Year Revenue
Product-discovery improvements and reduced checkout friction contributed to more than $1 billion in year-over-year revenue growth.
