Case study: A strategic foundation for a fast-growing health and wellness brand’s digital evolution
Clarifying complexity to create a seamless shopping experience
As a fast-growing brand in the health and wellness space, the company 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:
- Stakeholder interviews & user research: Connected with internal and external audiences to understand behaviors, challenges, and expectations.
- Usability audit: Reviewed site navigation and conversion pathways to uncover friction in key user flows.
- Technical assessment: Evaluated WooCommerce configurations, plugin functionality, and hosting environment while identifying opportunities.
- Strategic roadmap: Provided a clear plan for improvements while balancing short-term impact with long-term scalability.
UX strategy & design enhancements
With a foundation in place, we focused on refining core experiences:
- Homepage & key page updates: Improved brand consistency and site accessibility through some refreshed visuals and content structure.
- Checkout flow improvements: Reorganized steps to be more intuitive, removed unnecessary friction, and made system feedback more transparent.
- Affiliate experience: Enhanced features to better support these key partners within the client’s existing infrastructure.
- Digital brand style guide: Created a scalable visual system to unify the experience across current and future pages.
Implementation & optimization
To deliver improvements efficiently and sustainably:
- Frontend development: Built out updated page layouts and UX components within WordPress and WooCommerce.
- Affiliate functionality: Enhanced dashboards with clear stats for affiliates and subaffiliates, and improved data access for the company to easily track and manage performance.
- QA & mobile optimization: Ensured performance across devices and addressed edge cases with thorough testing.
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 result: a smoother experience for users and a stronger foundation for future growth.