QUICK VIEW — Built to Onboard, Convert, and Scale
An experience that welcomes new customers, simplifies decisions, and supports growth
Challenge
Digital lacked what retail delivered—clarity, confidence, and connection to the product
Opportunity
Build a system that welcomes new customers and keeps loyal ones coming back
Approach
Combined education, brand storytelling, and compliance into one unified experience
IMPACT & KEY TAKEAWAYS
$2M→$200M
growth backed by brand clarity and product confidence🏃♂️ 🎯
returning customers got what they needed—fast and friction-free+2.5x
time spent exploring categories and product lines👋 🌱 🧭
onboarded new customers with guided flows and product education“I want you to look at other e-commerce experiences outside of the cannabis industry to serve as our bar”
RESEARCH INSIGHTS
Barriers uncovered through archetype development, experience audits, and product evaluation
User-informed decisions
Defined key archetypes to ground decisions in real behavior and needs
Aligned journeys to motivations, goals, and use cases
Reduced friction for both new and returning customers
Created modular patterns that scale across future launches
PRODUCT MARKETING
Product-first visuals that turn browsing into buying
Bold, functional design
Used product colors and overlays on type for a look customers hadn’t seen before
Built modular templates to keep categories clear and flexible
Created a system that made products easy to find and hard to forget
synthesis - design research
We grouped findings into meaningful categories to clarify what mattered most and guide design decisions
Discovery Insights
Prioritized features based on UX impact
Built and pressure-tested the prototype using the strongest ideas
guided experience
Biggest opportunity to convert curious visitors
Personalized For New & Seasoned Customers
Simple prompts guide customers to relevant content
Reduces confusion for those unsure where to start
Supports both effect- and product-based shopping paths
