Keystone Worms operates in a growing $220M organic gardening market but had an outdated website with poor navigation, inconsistent visuals, and limited educational content. Users struggled to find product info and made few purchases, limiting business growth potential.

A UX audit and market research revealed an unclear value proposition, poor usability, and no clear calls to action.

The redesign focused on storytelling to connect with organic gardening customers, clarifying the brand’s value, simplifying navigation, and adding compelling calls to action to create an intuitive, engaging e-commerce experience.

The redesign introduced an engaging, easy-to-understand landing page, expanded site structure, and a cohesive visual identity inspired by nature with an updated color palette and typography. Shopify adaptation ensured a smooth, user-friendly shopping experience with enhanced product galleries and filters. 

Clear, inspirational homepage communicating Keystone Worms’ unique benefits  

Intuitive menu and site layout for seamless browsing  

Educational content to build customer trust and knowledge  

High-quality product images, detailed descriptions, and customer reviews  

Enhanced e-commerce functionality with filtering and easy checkout 

One of the primary goals was to enhance the product showcase and e-commerce experience. I implemented a clean and visually appealing product gallery, incorporating high-quality images, detailed descriptions, and customer reviews. Additionally, I integrated filtering and sorting options to streamline the product discovery process.