Repositioning gummy supplements as a premium longevity category

CÈFFY wanted to sell gummy supplements as a premium longevity category, to women who had already been fooled by miracle promises and associate gummies with children's products. My job was to translate that distrust into product decisions. The architecture is organized by goal (energy, sleep, longevity), not by category. The product page puts nutritional transparency and kit choice in the same moment of decision. And the kit and discount logic was designed together with engineering, so the cart never contradicts what the interface promises.

We started with discovery and persona mapping to align brand positioning, consumption habits and tax requirements. Based on those insights, we structured the information architecture and reviewed the flows in wireframes using usability heuristics, validating structural decisions with direct stakeholder feedback before the final UI. The Design System, the final UI and the custom PHP engineering ensured visual consistency, calculation accuracy and readiness to scale, from the first click to the issued invoice.

We developed an in-depth persona to guide every UX decision, from how we communicate benefits to the information hierarchy on product pages.

Before the aesthetic layer, we tested the structure in low and mid-fidelity wireframes in Figma, validating where the Buy Box, the kit selector and the nutrition tables should sit to capture attention at the right moment of the journey.

From the Home to the order confirmation, every screen guides the user smoothly. On the PDP, the Buy Box concentrates the progressive discount and the kit selector in a single decision gesture.

The store runs Hotjar. Before looking at the data, I defined which signals confirm or refute each PDP decision. The findings, and what changes because of them, will be added here once there are enough sessions to draw conclusions.