Elewell

Quick Highlights:

• First iteration launched and live on Shopify

• 4-week design and build sprint

• Foundation for CRO and UGC scalability

• Fully branded packaging and product visuals

Problem Framing

The supplement market is oversaturated with generic health claims and templated websites. Elewell needed a digital presence that instantly built credibility and explained how liposomal supplements varies from traditional supplements.

User Pain Points:

• Confusion about what “liposomal” means

• Low trust in traditional supplement claims

• Over-designed competitor sites with unclear benefit hierarchy

• Poor mobile experiences

Primary User:
Health-conscious individuals seeking trustworthy, science-backed supplements for energy, recovery, and longevity.

Key Question:
How can we create a brand that feels both scientific and natural, building early trust while laying the foundation to scale the business?

Research Findings

Approach:

• Competitive analysis of top supplement brands (see competitive spectrum below)

• Rapid landing page testing with early audiences

• Visual and tone exploration based on wellness, purity, and transparency

Findings:

• The “science-meets-lifestyle” blend resonates more than pure clinical imagery.

• Soft gradients and clean packaging outperform overly bold, medical visuals.

• Transparency icons and ingredient callouts build first-visit confidence.

• Minimalist photography focusing on translucency enhances premium perception.

Executing the Vision

Information Architecture:
Streamlined to a simple MVP structure:

• Home

• Products

• Science

• Blog

• Support

Wireframes and Visual Explorations:

• Hero section explaining how users can benefit from the product along with 5 Reasons to Buy

• Product cards highlighting benefits instead of only ingredients.

• Subtle lifestyle photography to humanize the science.

Visual System:

• Calm neutrals (#EAF4F5), soft teal accents (#7EB5BC), and warm coral highlights (#FF9C6B)

• Liquid Glass Effect for content cards

• Consistent brand guidelines established for Shopify integration.

Key Decisions:

• Focus on explaining one concept clearly per screen.

• Built modular product sections for future A/B testing.

• Designed all assets to transition easily into UGC and ad creatives.

Final Design and Experience

The Website (visit www.elewell.shop):

• Shopify storefront optimized for clarity and storytelling.

• Educational micro-animations explaining liposomal absorption.

• Clean PDPs with short benefit-driven copy and simple CTAs.

• Lifestyle scenes (desk, gym, kitchen) supporting wellness routines.

• Minimal FAQ and trust section to ease skepticism.

  
  

Early Impact and Results

Quantitative:

• Successful live launch with positive first-week engagement

• Early add-to-cart rate of 2.3% with minimal paid traffic

• 400+ unique visitors in week one via organic outreach

• Zero cart abandonment errors or UX drop-offs during checkout testing