Overview
Bloom, a botanical skincare label, had a cult product and a confusing site. I redesigned the storefront experience around routines instead of SKUs — guiding visitors from skin concern to regimen in three clicks.
The quiz alone changed our business — customers arrive with a routine in hand instead of twenty open tabs.
— Elise Moreau, Co-founder of Bloom Skincare
The challenge
Shoppers bounced between fifteen near-identical product pages. The brand story was buried, mobile conversion lagged desktop by half, and the team could not update content without developer help.
Approach & solution
Routine-first navigation, ingredient-led storytelling, and a quiz that builds a personalized regimen. I designed a flexible page system in WordPress so the team publishes launches independently.
Project gallery
Deliverables
Everything the client team received — and still uses today.
Research pack
Interview notes, personas, and journey maps grounding every decision.
Prototypes
Clickable flows tested with real users across two full rounds.
Interface & system
Final UI plus a documented component library with tokens.
Handoff & support
Developer specs, launch checklist, and two weeks of post-launch tweaks.
