GT’S LIVING FOODS · E-COMMERCE REDESIGN
Making products
easier to find.

Problem

In the original experience, product discovery competed with brand education and SEO content. Analytics and session recordings showed people moving through Collections to Synergy Kombucha while looking for products.

My Approach

I used analytics and session findings to rethink product discovery, simplify navigation, and create a clearer path from browsing to product selection.

Role & Collaboration

Role: UX Lead
Owned: UX Strategy · Research Synthesis · Information Architecture · Interaction Design · Prototyping
Partners: Product Manager · Data Analyst · Developer · Client Stakeholders

Synergy product imagery from the final design
GT’S SYNERGY · FINAL EXPERIENCE PREVIEW

The final Synergy landing page.

Jump to Final Design
GT’s SYNERGY · DISCOVERING THE OPPORTUNITY
02
Mobile traffic and return visits framed the discovery review.
I didn’t assume the long page itself was the problem. I paired mobile and return-visit analytics with path exploration and session recordings. I saw people move through Collections → Synergy Kombucha while looking for products.
01 · Analytics
71%
mobile traffic
I prioritized mobile in the discovery review.
02 · Behavioral data
GA path exploration and existing Synergy product journey
02 · Analytics
14%
returned to the Synergy landing page
Opportunity
Make product discovery faster while keeping brand education and SEO content in the experience.
GT’s SYNERGY · Behavioral evidence
03
The two CTAs recorded different click-through rates.
11%
EXPLORE FLAVORS CTR
4%
FIND A STORE CTR
Actual heatmap: product flavors and product listings
Heatmaps showed interaction around flavors and product listings.
I read the CTA comparison as a reason to review placement, not as a general preference between product browsing and retailer search.
GT’s SYNERGY · The hierarchy tradeoff
Faster discovery had to coexist
with brand education.
PRODUCT DISCOVERY
BRAND STORYTELLING
Get to products
more quickly.
Keep education
prominent.
The observed path to products suggested a shorter route could help customers who arrived ready to browse.
Stakeholders wanted the educational story to stay prominent; it also supported the page’s SEO role.
How could customers reach products sooner while keeping education easy to find?
GT’s SYNERGY · STAKEHOLDER COLLABORATION
Balancing user evidence with stakeholder priorities.
01 · INITIAL RECOMMENDATION

I advocated moving shopping closer to the hero so customers could reach products sooner. The path data suggested a more direct route could help.

02 · STAKEHOLDER FEEDBACK

Brand stakeholders wanted Synergy’s education to remain prominent because it was an important part of the brand experience.

03 · ITERATION

I moved education ahead of Best Sellers, then kept Explore, Shop, and Find a Store available as persistent mobile actions.

04 · FINAL ALIGNMENT

That gave customers two routes: follow the brand story or use persistent actions to reach products and retailer information.

R1 / PRODUCT-FIRST HIERARCHY
FINAL / REBALANCED HIERARCHY
→ STAKEHOLDER PRIORITY  ·  Keep brand education prominent.
GT’s SYNERGY · Mobile experience
06
On mobile, product and retailer actions
stay within reach.
01 / HERO VIEW
Same landing page · Starts at the hero · Scrolls independently.
→
02 / BEST SELLERS · INTERACTIVE
TAP PRODUCT
Same landing page · Starts at Best Sellers · Scroll up or down. Tap a product for details and retailer search; purchases happen through retailers.
GT’s SYNERGY · Post-launch performance
07
Higher engagement. Faster product discovery.
+19%
42%
faster
Mobile engagement
Navigation to product pages
These are observed post-launch comparisons, not a controlled measurement of the redesign's causal impact.
Post-launch comparisons showed encouraging movement in both mobile engagement and the time it took customers to reach product pages.
Higher engagement in the post-launch comparison.
Less time to reach product pages in the post-launch comparison.
What this meant
These results were consistent with our goal of making product discovery easier without removing brand education from the experience. The final hierarchy gave customers clearer paths to explore products while keeping Synergy's story visible.
GT’s SYNERGY · Reflection
08
Validate both sides of the hierarchy earlier.
01
Follow the journey to retailer search
Measure how product exploration leads to retailer search.
02
Test the hierarchy with customers
Check whether customers can find products faster while keeping education easy to find.
03
Define success before launch
Define engagement and retailer-search success measures before launch.
1/8