Girl Gummy Responsive E-Commerce Design

Design a responsive e-commerce platform for Girl Gummy, a women's health gummy vitamin brand. The platform needed to build trust, educate users on product benefits, and simplify the path from discovery to purchase — all while feeling playful and approachable.

Women shopping for wellness supplements face a specific set of friction points: unclear ingredient information, confusing subscription models, and brands that prioritize aesthetics over transparency. Girl Gummy needed to be different.

Market Analysis The women's supplement market sits at $4.2B and is growing at 8.1% annually. I analyzed key competitors (Olly, SmartyPants, Ritual, Care/of) and identified consistent gaps: lack of personalized recommendations, insufficient educational content, and overly complex subscription models.

User Research I gathered informal feedback from a small group to understand first impressions, navigation clarity, product trust, and ease of use. I also ran a competitive analysis across three wellness e-commerce platforms, focusing on product education, personalization, checkout flow, and brand trust.

Key Findings Three themes emerged from affinity mapping:

Visual trust & brand credibility — users wanted playful but polished, enough to trust with wellness products

Clear product benefits — quick access to what each product does, who it's for, and why it matters

Confidence before checkout — clear pricing, subscription details, reviews, and ingredient info to reduce hesitation

I developed user personas and mapped the first-time purchase journey to guide design decisions.

Responsive Strategy Girl Gummy was designed across mobile, desktop, and tablet, with each layout adapted to how users actually browse and buy on that device:

Mobile: Single-column, thumb-friendly navigation with a simplified checkout flow for faster decisions

Desktop: Larger hero imagery, prominent CTAs, and space for product comparison and educational content

Tablet: Bridges mobile convenience with desktop-level detail for users in planning mode

Vivid Pink (#E93682) as the primary color — fun, different, memorable

Shrikhand for headings (modern, approachable), Poppins for body text (clean, readable)

Rounded buttons, card-based layouts, and a badge system for certifications and benefits

Personalized quiz for tailored product recommendations

Scannable product pages with ingredient details, benefits, and safety information

Flexible subscription options with clear terms

Guest checkout for quick purchases

Usability testing validated the product discovery, quiz, product page, and checkout flows. Key improvements based on feedback:

Clarified subscription terms with a detailed FAQ section

Simplified the mobile checkout by reducing form fields and steps

Strengthened visual hierarchy so users could quickly scan product info and take action

Improved calls to action across all breakpoints

Prototype testing confirmed the design hit its targets. Users responded positively to the playful brand identity and found it memorable. The quiz-driven product discovery made the shopping experience feel personalized, and testers consistently noted that pricing, benefits, and product details were easy to find before committing to checkout. The mobile experience, after iteration, gave users a clear path from browsing to buying without friction.

The design balances trust and personality — polished enough to feel credible for wellness products, playful enough to stand out in a crowded market.