The Challenge

Elewell is a high-tech wellness brand specializing in liposomal delivery—a process that encapsulates nutrients in lipid vesicles for 20x better absorption. The challenge was to create a digital storefront that didn't just sell a bottle, but sold the science of superior absorption. By pivoting the design from a generic supplement shop to an education-first commerce platform, I helped bridge the gap between premium price points and consumer trust.

The User : Optimized Health-Seeker

Role: High-performance professionals, biohackers, and individuals with chronic nutrient deficiencies.

Primary Goal: To find supplements that actually work and provide a measurable difference in how they feel.

Core Pain Point: "Supplement Skepticism." They are tired of expensive vitamins that result in "expensive urine" (low absorption) and want proof of efficacy before they buy.

Strategic Execution

In the CPG (Consumer Packaged Goods) space, "Liposomal" is often a buzzword. For Elewell, the design needed to act as a credibility engine. I moved away from a traditional "Shop All" grid toward a Benefit-Focused Architecture.

Problem-Solution Framework: Instead of listing technical ingredients, the UI was categorized by outcomes: Focus, Longevity, and Vitality. This reduced cognitive load and helped users find their specific "why."

Visualizing the Invisible: Since liposomal technology happens at the microscopic level, I utilized clean, 3D-rendered assets to visually explain how nutrients bypass the digestive system.

Design Execution

Because Elewell does not use a subscription model, the primary goal was to maximize Average Order Value (AOV) through volume-based incentives. We replaced the standard quantity dropdown with an interactive Savings Matrix on the Product Detail Page (PDP).

Price Anchoring : The 3-pack and 6-pack options are visually prioritized with "Best Value" and "Most Popular" badging.

Real-Time Savings : A dynamic calculator updates the "Price Per Bottle" as users toggle tiers, making the $100+ checkout feel like a calculated investment rather than a luxury expense.

Educational Visuals: In a market flooded with standard vitamins, educating the user on the 20x absorption advantage of liposomal delivery was critical. I designed an educational layer that justifies the premium price point by visually contrasting cellular-level delivery with traditional digestive waste