Case study: A strategic foundation for a fast-growing health and wellness brand’s digital evolution

A fast-growing brand in the health and wellness space had rapidly established an online presence with a loyal customer base. But as the business matured, the team began encountering growing pains typical of scaling e-commerce operations. The company partnered with Creed to take a step back to unpack the current experience, identify friction points, and build a strategic roadmap to guide future improvements across UX, design, and infrastructure.

The challenge

The company’s platform had been built with agility, enabling the business to get to market quickly. But over time, areas like checkout, account management, and content presentation had become more difficult for users to navigate and for internal teams to manage. Specific areas for improvement included:

• Intermittent checkout errors that stopped users from completing purchases
  
• Limited product descriptions and mixed guidance for first-time customers
  
• A payment system that lacked clear error reporting
  
• Challenges updating content
  
• Growing needs from affiliates
  
• Gaps in data collection and analytics
  

The team recognized that to better serve their customers and affiliates, they needed a more scalable, user-friendly foundation.

Our approach

UX research & technical discovery

Creed began with a holistic discovery process to align user needs, business priorities, and technical feasibility:

• Interviewed stakeholders and end users to surface pain points, clarify behaviors, and capture expectations for a smoother experience.
  
• Tested site navigation and conversion flows to pinpoint where users were dropping off and where friction needed to be removed.
  
• Inspected WooCommerce setup and plugins to catch configuration issues, compatibility gaps, and hosting limitations.
  
• Outlined a step-by-step roadmap that prioritized quick wins (like checkout flow fixes) while mapping a path to long-term scalability.
  

UX strategy & design enhancements

With a foundation in place, we focused on refining core experiences:

• Redesigned homepage and key pages with updated layouts, consistent branding, and improved accessibility.
  
• Streamlined the checkout process by reordering steps, cutting redundant actions, and adding clear system feedback.
  
• Upgraded affiliate tools and workflows to make it easier for partners to track, manage, and benefit from the program.
  
• Built a digital brand style guide that standardized typography, colors, and components for use across all future pages.
  

Implementation & optimization

To deliver improvements efficiently and sustainably:

• Developed new page layouts and UX components directly in WordPress and WooCommerce to bring the updated designs to life.
  
• Enhanced affiliate dashboards and reporting tools so affiliates and subaffiliates could see clearer performance stats, while the company gained easier access to tracking data.
  
• Tested site performance across devices and resolved edge cases to ensure a smooth, mobile-friendly experience.
  

Results

The improvements laid the groundwork for a more stable, scalable and cohesive digital experience:

• Strategic clarity: A phased roadmap guides future enhancements with confidence.
  
• Better user experience: Streamlined navigation and reduced checkout confusion to support conversions.
  
• Easier operations: Content management and affiliate coordination are now simpler and more effective.
  
• Elevated brand presence: Design updates bring the site more in line with the company’s product and mission and offer more consistency building trust with users.
  

What we’re proud of

This project balanced strategic thinking with practical execution. Creed was able to transform pain points into a focused, actionable plan and deliver improvements on time and on budget. The end result was a smoother experience for users and a stronger foundation for the company’s future growth.