An end-to-end brand and website redesign for Persona Nutrition, uniting science, product, and e-commerce into one cohesive, trustworthy, conversion-focused experience across desktop and mobile.
Persona Nutrition partnered with branding studio Atla to craft a fresh brand identity. I took that foundation and used it to build a strong, intuitive UX and a clean, modern UI across every page, translating the new look and feel into a cohesive UX/UI system for web and mobile and adapting it thoughtfully as the real screens called for.
From brand guidelines to build-ready handoff, I designed responsive templates for every key page, shaped the information architecture and user flows around real customer needs, and layered in trust signals like reviews, science, and transparency at every step. The result is a clean, confident, conversion-focused experience that feels as trustworthy as it looks, and scales with the brand.
A strategic approach that put customer needs first while building a scalable foundation for growth.
A central challenge was making a science-led, ingredient-heavy product feel approachable. Clear hierarchy, plain-language guidance, and visible proof points reduced decision fatigue and built confidence on the path to purchase.
The Persona homepage, reimagined from a dense, dated layout into a clean, trust-led experience. Hover any version to scroll its full page.
The homepage is the front door. It has to land a science-backed, personalized promise and point every visitor toward the quiz within seconds. Desktop leads with a full hero and stacked proof, while mobile condenses the same story into a single-column, thumb-friendly flow.
Build trust by making the value and benefits unmistakable, then convert it through two clear paths: take the quiz or talk to a nutritionist.
Make becoming a customer effortless: buy what you choose, take the quiz, or call a nutritionist. Three low-friction doors that turn more visitors into customers, faster.
Hover or tap a label to see what changed, and why.
From a dense, outdated, hard-to-scan layout into a focused, conversion-ready product page. Hover any version to scroll its full page.
The product page has to turn interest into action. A clean, modern, easy-to-scan UI presents each supplement's benefits, science, and dosing clearly, with a smarter sort and filter to find the right products fast.
Help shoppers find and understand the right supplement fast: a clean, scannable layout and smarter filtering that make deciding easy.
Hover or tap a label to see what changed, and why.
From a plain, text-heavy page into a warm, on-brand story of who we are and why we exist. Hover any version to scroll its full page.
The About page is where trust gets personal. It has to convey who Persona is, the experts, the science, and the mission, in a way that feels warm and human, not corporate.
Build an emotional connection and earn trust by telling Persona's story, its people, values, and mission, in a clear, human, on-brand way.
Hover or tap a label to see what changed, and why.
From a dated, cluttered account area into a cleaner, modern dashboard that makes managing your pack simple. Hover any version to scroll its full page.
The dashboard is where the relationship lives after checkout. It has to make managing a pack, subscription, and account feel effortless, so members stay engaged and keep coming back.
Make everyday account tasks fast and clear: managing your pack, subscription, and profile in one clean, modern space that keeps members engaged.
Switch tabs to move between dashboard screens.
The assessment is the front door to a personalized plan. From a plain, clinical form into a warm, guided experience that's easier to start and finish. Hover any version to take a closer look.
The assessment is the front door to a personalized plan, so it has to earn the effort. It should feel quick and engaging enough that people actually finish, while gathering the right signals to build vitamins that truly fit.
Make the quiz fast and engaging to move through, while gathering the depth needed to accurately personalize each member's vitamins and build trust that the plan is truly made for them.
Switch tabs to move through the quiz steps.
