Ophelia Mills Product Page Redesign

Pepper + Vetiver was founded on the belief that decorating your home should feel effortless. Their collections combine luxurious design with warm, natural textures that complement each other seamlessly.

The “Ophelia Greek Salt + Pepper Mills” was initially listed among the main product catalog. Despite its design quality, the product suffered from low visibility and underperformed in conversions. The goal was to increase its individual sales performance and improve its contribution to overall AOV (Average Order Value).

Before jumping into design, I analyzed the product’s position within the existing site. I studied behavioral data, scroll depth, and product interactions to identify where user engagement dropped off. I also examined brand tone and visual hierarchy to ensure consistency with Pepper + Vetiver’s identity while finding opportunities to strengthen user intent signals.

Using insights from the audit, I designed a conversion focused layout in Figma. The goal was to create a frictionless purchase experience centered around trust, emotion, and clarity. I incorporated optimized product storytelling, social proof sections, and clear call to action zones to guide users toward checkout.

To validate design assumptions, I used Attention Insight heatmaps to test visual focus and scanning patterns. This helped refine placement of key elements like hero imagery, CTA buttons, and benefit highlights, ensuring that the design aligned with natural eye movement and maximized engagement potential.

After finalizing the design, I built and optimized the landing page in Replo. I focused on responsive behavior, load speed, and modular flexibility for easy content updates. The page was structured with a CRO mindset, minimizing cognitive load, enhancing perceived value, and improving product differentiation.

The resulting page repositioned the Ophelia Mills as a hero product with higher visibility and stronger narrative flow. It improved the likelihood of conversion and cross selling, directly supporting both CRO (Conversion Rate Optimization) and AOV (Average Order Value) goals.