| Overview | |
|---|---|
| Company | North American Herb & Spice |
| Focus | E-commerce Transformation & Content Strategy |
| Role | Design Director |
| Scope | E-commerce Strategy, Information Architecture, Content Strategy, Design System, Responsive E-commerce Experience |
| Partners | Founder, Senior Leadership | Responsibilities | Product Strategy, Content Strategy, SEO Planning, Responsive UI Design, Design System, Conversion Optimization |
| Outcome | Modernized the digital e-commerce experience to strengthen brand authority, improve product discovery, increase customer trust, and create a scalable foundation for long-term organic growth and online sales. |
Helping a Premium Wellness Brand Become the Authoritative Destination
North American Herb & Spice had earned a loyal following through its commitment to ethically sourced, wild-crafted ingredients and premium natural wellness products. Yet its digital experience failed to reflect the quality of the brand.
An outdated e-commerce platform, limited product discovery, poor search visibility, and fragmented information architecture made it difficult for customers to learn, explore, and purchase directly from the company. Third-party resellers often became the primary destination instead.
I led the strategy and experience design for a modern e-commerce platform that unified content strategy, SEO, information architecture, and responsive commerce into a single customer experience.
By helping customers discover products through health goals, ingredients, and educational content, the new platform strengthened brand authority, increased trust, and created a scalable foundation for long-term digital growth.
Product StrategyInnovate with Purpose
North American Herb & Spice had built its reputation on premium ingredients, ethical sourcing, and decades of expertise, but its digital experience no longer reflected those same values.
The opportunity was to create a modern commerce experience that elevated the brand while helping customers discover, understand, and confidently purchase products directly from the source.
Discovery & ResearchBuild the Strategy
Before redesigning the experience, we needed to understand how customers discovered products, what prevented them from purchasing directly from the brand, and where opportunities existed to improve search visibility, product discovery, and education.
Research, analytics, competitive analysis, and stakeholder collaboration established the strategic foundation for the site's information architecture, content strategy, SEO, and commerce experience.
Design SystemPlatform Architecture
The growing product catalog demanded more than a visual refresh. It required a scalable design system and information architecture that could support hundreds of products while maintaining a consistent customer experience.
A reusable component library, mobile-first framework, and standardized design patterns established a flexible foundation that simplified future enhancements, improved accessibility, and helped development teams deliver new experiences more efficiently.
Content StrategyKeep Learning
Customers weren't simply comparing products. They were researching ingredients, health concerns, and natural wellness solutions.
Educational content became a core part of the shopping experience, helping customers understand how products worked, why ingredient quality mattered, and which solutions best aligned with their wellness goals.
Rather than separating learning from commerce, education was integrated throughout the experience to build confidence before every purchase.
Product DiscoveryFocus on Outcomes
Customers rarely begin their search knowing exactly which product they need. They start with a wellness goal, ingredient, or health concern.
The experience was redesigned around those customer intentions, connecting products to benefits, ingredients, body systems, and complementary recommendations that encouraged deeper exploration and increased product discovery.
By organizing information around how customers think instead of how products are categorized internally, the platform made complex purchasing decisions feel intuitive.
RESPONSIVE E-COMMERCESeamless Experiences
Once customers found the right products, purchasing needed to feel effortless.
Responsive shopping, streamlined cart and checkout flows, and intuitive account management created a consistent experience across desktop, tablet, and mobile devices.
Every interaction was designed to reduce friction, encourage repeat purchases, and deliver a premium digital experience that reflected the quality of the brand itself.
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Results
The redesigned commerce experience transformed North American Herb & Spice into the brand's primary destination for education, discovery, and direct purchasing,
The result was increased product discovery, stronger engagement, larger average cart values, and continued business growth, contributing to more than $1B in year-over-year revenue.
