STUDIO.INIT()
Bridging Inspiration and Purchase in a $2.7B Market
PRODUCT DESIGNER (COLLABORATIVE)
2024
STUDIO.INIT()
Bridging Inspiration and Purchase in a $2.7B Market
PRODUCT DESIGNER (COLLABORATIVE)
2024
STUDIO.INIT()
Bridging Inspiration and Purchase in a $2.7B Market
PRODUCT DESIGNER (COLLABORATIVE)
2024
CONTENT
OVERVIEW
Bridging Inspiration and Purchase in a $2.7B Market
Millennial mothers drive the $2.7B supplement market in Latin America through peer trust. I redesigned the buyer journey to turn influencer "morning routines" into a native, high-conversion retail engine.
IMPACT
Decision Acceleration
Dramatically lowered cognitive load by framing products as "Missing Routine Pieces.
High-Trust Conversion
Leveraged the 74% advisor behavior of millennial moms to drive peer-to-peer sales.
Repeat-Purchase Intent
Anchored the product in a "Daily Habit," naturally increasing long-term LTV.
CONTEXT
CLIENT DELIVERABLE
TIMELINE
2 WEEKS
ROLE
PRODUCT DESIGN (COLLABORATIVE)
CONTRIBUTIONS
UI/UX DESIGN
COMPETITIVE RESEARCH
PROTOTYPING
OVERVIEW
Bridging Inspiration and Purchase in a $2.7B Market
Millennial mothers drive the $2.7B supplement market in Latin America through peer trust. I redesigned the buyer journey to turn influencer "morning routines" into a native, high-conversion retail engine.
IMPACT
Decision Acceleration
Dramatically lowered cognitive load by framing products as "Missing Routine Pieces.
High-Trust Conversion
Leveraged the 74% advisor behavior of millennial moms to drive peer-to-peer sales.
Repeat-Purchase Intent
Anchored the product in a "Daily Habit," naturally increasing long-term LTV.
CONTEXT
CLIENT DELIVERABLE
TIMELINE
2 WEEKS
ROLE
PRODUCT DESIGN (COLLABORATIVE)
CONTRIBUTIONS
UI/UX DESIGN
COMPETITIVE RESEARCH
PROTOTYPING
CONTEXT
Empowering Influencer-Led Commerce in LATAM
BOYU is a wellness platform that enables health influencers to curate and sell products directly to their communities. By managing the backend—inventory, fulfillment, and storefronts—BOYU bridges the gap between creator trust and localized commerce.
CONTEXT
Empowering Influencer-Led Commerce in LATAM
BOYU is a wellness platform that enables health influencers to curate and sell products directly to their communities. By managing the backend—inventory, fulfillment, and storefronts—BOYU bridges the gap between creator trust and localized commerce.
THE USER
Designing for the "Inspiration-First" Shopper
Our core audience, millennial mothers, shops through a lens of lifestyle validation. They don't just look for specs; they look for expert-backed routines. The challenge was to transform high-level influencer inspiration into a clear, frictionless path to purchase.
THE USER
Designing for the "Inspiration-First" Shopper
Our core audience, millennial mothers, shops through a lens of lifestyle validation. They don't just look for specs; they look for expert-backed routines. The challenge was to transform high-level influencer inspiration into a clear, frictionless path to purchase.
THE USER
Designing for the "Inspiration-First" Shopper
Our core audience, millennial mothers, shops through a lens of lifestyle validation. They don't just look for specs; they look for expert-backed routines. The challenge was to transform high-level influencer inspiration into a clear, frictionless path to purchase.
CURRENT STATE
Moving Beyond the Generic Storefront
The existing experience felt too transactional and "off-the-shelf." It failed to leverage the unique influencer-to-follower relationship, making the expert advice feel like an afterthought rather than the primary driver of the purchasing decision.
CURRENT STATE
Moving Beyond the Generic Storefront
The existing experience felt too transactional and "off-the-shelf." It failed to leverage the unique influencer-to-follower relationship, making the expert advice feel like an afterthought rather than the primary driver of the purchasing decision.
STRATEGIC PIVOT
From Interruption to Integration
THE CHALLENGE
Balancing Product Utility with Influencer Inspiration
I explored how far product clarity could be pushed without losing the emotional "hook" of creator content. Through iterative passes, I moved away from traditional e-commerce interruptions to position the product as a functional enabler of a creator's routine.
The goal was to make the tie-in feel natural: shifting the product from a "buy now" distraction to a tool for habit-building within an aspirational lifestyle.
THE CHALLENGE
Balancing Product Utility with Influencer Inspiration
I explored how far product clarity could be pushed without losing the emotional "hook" of creator content. Through iterative passes, I moved away from traditional e-commerce interruptions to position the product as a functional enabler of a creator's routine.
The goal was to make the tie-in feel natural: shifting the product from a "buy now" distraction to a tool for habit-building within an aspirational lifestyle.
PASS 1: THE FOUNDATIONAL BASELINE
Optimizing the Standard E-Commerce Framework
The Approach: Built a high-performance layout for "must-haves" like benefits, usage details, and product pairings for Product Display page.
The Insight: While structurally sound, the page felt too transactional. It lacked the aspirational hook necessary for an influencer-driven brand.
PASS 1: THE FOUNDATIONAL BASELINE
Optimizing the Standard E-Commerce Framework
The Approach: Built a high-performance layout for "must-haves" like benefits, usage details, and product pairings for Product Display page.
The Insight: While structurally sound, the page felt too transactional. It lacked the aspirational hook necessary for an influencer-driven brand.
PASS 2: THE NARRATIVE PIVOT
Bridging the Inspiration Gap in the Hero Fold
The Brief: Based on the "Standard" pass, I identified the Hero section as the critical bridge between social discovery and product purchase. I moved away from product-centric imagery in the top fold to maintain the "inspiration flow" a user feels when coming from a creator’s social feed.
The Insight: By maintaining the "inspiration flow" from social feeds to the PDP, the transition from browsing to buying felt like a continuation of the creator’s narrative rather than a sales pitch. This got immediate positive validation from the client.
PASS 2: THE NARRATIVE PIVOT
Bridging the Inspiration Gap in the Hero Fold
The Brief: Based on the "Standard" pass, I identified the Hero section as the critical bridge between social discovery and product purchase. I moved away from product-centric imagery in the top fold to maintain the "inspiration flow" a user feels when coming from a creator’s social feed.
The Insight: By maintaining the "inspiration flow" from social feeds to the PDP, the transition from browsing to buying felt like a continuation of the creator’s narrative rather than a sales pitch. This got immediate positive validation from the client.
PASS 3: THE ECOSYSTEM
Scaling the Lifestyle-First Ecosystem
After refining the "lifestyle-first" logic on the PDP, I scaled this framework across the Product Collections. By deconstructing the page into three strategic zones as the user scrolls.
PASS 3: THE ECOSYSTEM
Scaling the Lifestyle-First Ecosystem
After refining the "lifestyle-first" logic on the PDP, I scaled this framework across the Product Collections. By deconstructing the page into three strategic zones as the user scrolls.
HERO FOLD
From Storefront to Personal Profile
I reimagined the top fold as a creator’s personal "home base." By utilizing custom headers and background assets, the creator sets a specific aesthetic tone that makes the experience feel editorial and aspirational rather than purely transactional.
HERO FOLD
From Storefront to Personal Profile
I reimagined the top fold as a creator’s personal "home base." By utilizing custom headers and background assets, the creator sets a specific aesthetic tone that makes the experience feel editorial and aspirational rather than purely transactional.
HERO FOLD
From Storefront to Personal Profile
I reimagined the top fold as a creator’s personal "home base." By utilizing custom headers and background assets, the creator sets a specific aesthetic tone that makes the experience feel editorial and aspirational rather than purely transactional.
PRODUCT FOLD
Converting Through Content
A dynamic, feed-style layout designed to mirror the social browsing experience. This section supports a mix of video and imagery with previewable creator commentary, allowing users to shop individual products directly from within the story.
PRODUCT FOLD
Converting Through Content
A dynamic, feed-style layout designed to mirror the social browsing experience. This section supports a mix of video and imagery with previewable creator commentary, allowing users to shop individual products directly from within the story.
PRODUCT FOLD
Converting Through Content
A dynamic, feed-style layout designed to mirror the social browsing experience. This section supports a mix of video and imagery with previewable creator commentary, allowing users to shop individual products directly from within the story.
OTHER COLLECTIONS
Data-Informed Personalization
To encourage deeper exploration, I designed a discovery section that surfaces top-performing social content and recommended collections based on user engagement. This simplified, focused layout uses creator-managed tags to ensure every recommendation is relevant.
OTHER COLLECTIONS
Data-Informed Personalization
To encourage deeper exploration, I designed a discovery section that surfaces top-performing social content and recommended collections based on user engagement. This simplified, focused layout uses creator-managed tags to ensure every recommendation is relevant.
OTHER COLLECTIONS
Data-Informed Personalization
To encourage deeper exploration, I designed a discovery section that surfaces top-performing social content and recommended collections based on user engagement. This simplified, focused layout uses creator-managed tags to ensure every recommendation is relevant.
THE RESULT
Bridging the Gap Between Inspiration and Action
A sleek, mobile-first ecosystem that successfully translates high-energy influencer content into a structured shopping experience. By prioritizing "lifestyle-first" logic, the final design transforms social discovery into confident product exploration and a frictionless path to purchase.
THE RESULT
Bridging the Gap Between Inspiration and Action
A sleek, mobile-first ecosystem that successfully translates high-energy influencer content into a structured shopping experience. By prioritizing "lifestyle-first" logic, the final design transforms social discovery into confident product exploration and a frictionless path to purchase.
REFLECTIONS
Iterating for Impact: Narrative & Discovery
LESSON 1
Balancing Product vs. Lifestyle
I separated product and lifestyle imagery into distinct modules to remove the need for custom-branded assets. This allows the brand to leverage diverse, pre-existing influencer content while maintaining a high-fidelity visual hierarchy.
LESSON 1
Balancing Product vs. Lifestyle
I separated product and lifestyle imagery into distinct modules to remove the need for custom-branded assets. This allows the brand to leverage diverse, pre-existing influencer content while maintaining a high-fidelity visual hierarchy.
LESSON 1
Balancing Product vs. Lifestyle
I separated product and lifestyle imagery into distinct modules to remove the need for custom-branded assets. This allows the brand to leverage diverse, pre-existing influencer content while maintaining a high-fidelity visual hierarchy.
LESSON 2
Streamlining Collection Discovery
I replaced nested menus with an "exposed" top-navigation pattern to eliminate hidden content and encourage seamless exploration across the brand’s full range of collections.
LESSON 2
Streamlining Collection Discovery
I replaced nested menus with an "exposed" top-navigation pattern to eliminate hidden content and encourage seamless exploration across the brand’s full range of collections.
LESSON 2
Streamlining Collection Discovery
I replaced nested menus with an "exposed" top-navigation pattern to eliminate hidden content and encourage seamless exploration across the brand’s full range of collections.
NEXT PROJECT: Turning 141K Inactive Cards Into Self-Serve Growth →
