Slumber is a wellness brand focused on CBN-based products designed to support sleep and recovery. The task was to design a dedicated wholesale shop section for the Slumber CBN website, aimed at retailers and business partners rather than end consumers.

The main challenge was audience shift. The existing site language and structure were optimized for direct-to-consumer sales, while wholesale users require efficiency, clarity, and proof of operational reliability. The section needed to feel transactional, structured, and trustworthy without breaking the brand’s calm, wellness-oriented identity.

The objective was to design a wholesale experience that allows business users to quickly understand pricing logic, product availability, and ordering flow, while maintaining visual consistency with the main site. Reducing friction and ambiguity was prioritized over brand expression.

I was responsible for the UX and UI design of the wholesale shop section, including page structure, navigation logic, product listing layouts, and key interaction states. The work was executed with scalability in mind, anticipating expansion in product range and partner volume.

The information structure was built around efficiency. Products are presented with clear hierarchy, prioritizing essential wholesale data over marketing copy. Navigation is simplified to minimize steps between product discovery and order completion. Content is direct and functional, avoiding consumer-style persuasion.